Propane Education & Resource Council (PERC), as well as the National Propane Gas Association’s (NPGA) meetings, were centered on environmental thought leadership in February.
A task force consisting of industry leaders, NPGA staff, state executives and industry veterans is taking the next steps to position propane as part of the national energy conversation.
Tucker Perkins is the president and CEO at PERC. He explains that the taskforce meets frequently to achieve two goals.
1. Renewable propane messaging:The task force is working with industry members and the wider public to find ways to talk about renewable propane or renewable blends. Perkins states that the topic includes branding and marketing considerations as well as expanding on the messages to make them more understandable and easily understood.
2. Responding to inaccurate information in the mediaIn the last few months, headlines suggested that gas stoves were harmful to the environment and health. Perkins says that the propane industry believes the studies cited in these reports may be flawed or not properly contextualized. The task force is looking for ways to combat misinformation that threatens propane industry.
Perkins says that if they can get rid of a stove to some degree, they might have won the war on gas in the home. What can you do to respond to these kinds of situations?
Perkins stated that the task force will draw conclusions in these areas by April.
Marketing communications docket passed
PERC approved $9.4 Million for 2022 integrated Marketing Communications. This includes programming in all markets, corporate communications and digital development and reporting.
The 2022 program is designed for PERCs brand identity, PROPANE Energy for Everyone. It will be used to deliver priority messages for business and consumer audiences.
- Propane accelerates decarbonization.
- Propane is a guarantee of energy equity
- Propane keeps families comfortable and safe.
- Propane can help companies save money, reduce emissions, and increase resilience in an uncertain world.
Renewable propane: Be a part of the solution
It doesn’t suffice for propane retailers to be aware that renewable propane exists. Tucker Perkins is the president and CEO at the Propane Education & Research Council. He wants propane retailers to be able speak openly about it to counter those who claim fossil fuels have a negative impact on the industry.
He says that you are influential people in your local community. Conventional wisdom holds that fossil fuels have a negative reputation. If you can refute that, then you will be a part healthy solution.
This is the first of five points in a list that retailers should consider when approaching renewable propane.
1. It is possible to speak well about it.
2. It is important to discuss this with your suppliers.
3. Discuss it with customers.
4. It is worth discussing with your state associations.
5. Be aware of changes in landscape.
Perkins states that we need to present ourselves as fuels for the future, people and companies of the futur, Perkins adds.
A dynamic conversation
Dave Bertelsen is Matheson’s national propane product manager and a PERC Councilor. He explains that the industry needs to continue to tailor its messaging for a broad audience that is often divided along political and geographic lines.
He notes that different contexts require different points of emphasis. Rural audiences may be familiar with propane because they use it frequently and depend on it. Urban audiences, however, need to be educated about the benefits of propane.
It is not easy to understand that electricity does not appear by plugging into a wall. 65 percent of efficiency is lost. Today, the greater the electricity we use, so the more carbon we release into the atmosphere. This is the truth. People don’t know the whole fuel cycle. We must educate them.
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