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thesis entitled

SOURCES OF INFORMATION ABOUT ENERGY NEWS EVENTS
AMONG MASS AND INTERPERSONAL COMMUNICATION MEDIA PROFESSIONALS
IN MICHIGAN:
A SYSTEMATIC STUDY

presented by

Thomas Sheridan Stanton

has been accepted towards fulfillment
of the requirements for

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SOURCES OF INFORMATION ABOUT
ENERGY NENS EVENTS AMONG '
MASS ANO INTERPERSONAL COMMUNICATION
MEOIA PROFESSIONALS IN MICHIGAN:
A SYSTEMATIC STUDY

By

Thomas Sheridan Stanton

A THESIS

Submitted to
Michigan State University
in partial fulfillment of the requirements
for the degree of

MASTER OF ARTS
School of Journalism

1982

ABSTRACT
SOURCES OF INFORMATION ABOUT
ENERGY NEWS EVENTS AMONG
MASS AND INTERPERSONAL COMMUNICATION

MEDIA PROFESSIONALS IN MICHIGAN:
A SYSTEMATIC STUDY

By

Thomas Sheridan Stanton

This thesis investigated uses and sources of energy news among
Michigan news and interpersonal communication media. More than 500
Michigan newspapers, radio stations, television stations, magazines, and
newsletters were studied to gather data about their sources for and uses
of energy related information. Telephone survey technique was used,
supplemented by documentary research.

In general, findings in the study showed that news and com-
munication media energy specialists were receivers and redistributors of
energy information, rather than creators of energy news. They received
most of their energy related information by mail, unsolicited, and Showed
very little interest in energy as a local issue for political debate.
Media energy Specialists did seek out sources for energy news in some cases,
most often relying on utility company spokespersons. They reported almost

no original research or self-instigated coverage of energy issues.

Copyright by
Thomas Sheridan Stanton
1982

ACKNOWLEDGEMENTS

The author wishes to thank the past and present staff and leaders
of the Energy Administration/Michigan Department of Commerce for their
assistance, COOperation, and enthusiastic support for the completion of
this project. Also, a special thanks to several Michigan State University
students who volunteered their time as interns at the Energy Clearing-
house, supplying much of the work allowing this project's completion.

In addition, the author extends appreciation to the faculty and
staff of the School of Journalism, Michigan State University, especially
thesis director Dr. V. M. Mishra, who provided so much needed instruction,

advice, and encouragement in completing this thesis.

ii

Accepted by the faculty of the School of Journalism, College of
Communication Arts and Sciences, Michigan State University, in partial

fulfillment of the requirements for the Master of Arts Degree.

 

DTrector of Thesis

iii

TABLE OF CONTENTS

LIST OF TABLES . . . . . . . .
CHAPTER

I.

INTRODUCTION, REVIEW OF LITERATURE,

BACKGROUND ASSUMPTIONS, AND RATIONALE

FOR THE STUDY 0 O 0 O O I O O O I O 0
Introduction . . . . . . . . . . . .
Review of Literature . . . . . . . . . .
Background Assumptions . . . . . . . . .

Rationale for the Study . . . . . . . . .

II. THE PROBLEM OF THE STUDY, CONCERNS OF

III.

IV.

THE STUDY, AND DEFINITIONS OF TERMS USED . . .
The Problem of the Study . . . . . . . .
Concerns of the Study . . . . . . . . .
Definitions of Terms Used . . . . . . . .
THE METHODOLOGICAL CONSIDERATIONS FOR THE STUDY .
The Methods . . . . . . . . . . . . .

Research Instrument, Interviewers, Interviewing,
Data Processing and Analysis . . . . . . .

THE FINDINGS OF THE STUDY 0 O O O O O O

The Nature and Characteristics of Sources of
Energy News Among Energy News Professionals
1" MiCh1gan O O O O O O O O O O O O O

The Nature and Pattern of Utilization of Press
Releases from the Energy Administration by Those
Media Professionals . . . . . . . . . .

iv

PAGE

vi

18
19

20
20
21
22
23
23

25
27

27

42

CHAPTER PAGE

The Nature and Pattern of Utilization of the
Energy Administration as a Source for Energy
News by Those Media Professionals . . . . . . . 46

V. CONCLUSIONS AND RECOMMENDATIONS . . . . . . . . 49

conCIUSions O O O O O O O O O O O O O O O 49
Recmmndati ans 0 O O O 0 O O O O O O O O 52
APPENDICES

A. Energy Administration Clearinghouse
Log Sheet 0 O O I O O O O O O O O O O O 57

B. Department of Commerce Press Release . . . . . . 60
C. Governor's Press Release . . . . . . . . . . 61
D. Press Release for Personal Appearance . . . . . . 63
E. Telephone Survey Instrument . . . . . . . . . 65

BIBLIOGRAPHY O O O O O O O O O O O O O O O O 85

E-2.
E-3.

E-4.

E-S.

E-6.

E-7.
E-8.

E-9.

E‘IOO

E‘llo

E’120

E-13.

['14.

LIST OF TABLES

Clearinghouse Requests Per Week
from 1978 through 1981. . . . . . . . . .

How Did Patrons Learn About the
Clearinghouse Service?. . . . . . . . . .

Numbers and Titles of Respondents
Interviewed by Media Type . . . . . . . .

Duration of Surveys of Minutes. . . . . .

Knowledge of the Energy Administration
by Media Type . . . . . . . . . . . . . .

Receipt of Energy Administration
Press Releases by Media Type. . . . . . .

Recall of Most Recent Energy Administration

Press Release by Media Type . . . . . . .

Do Energy-Related Press Releases Go to Some
Other Person or Persons at Your Paper/Station?.

Respondents listing other sections. . . . . .

Comparison of Media Type to Receiving
Energy Press Releases by Mail . . . . . .

Comparison of Media Type to Receiving
Energy Press Releases by Hire Service . .

Comparison of Media Type to Receiving
Energy Press Releases by Other Media . .

Respondents Asking for Press Releases
Mailed Directly to Them by Media Type . .

Respondents Requesting Background
Information or Publications With
Press Releases . . . . . . . . . . . . .

Did Respondents Request Specific
Energy Information? . . . . . . . . . . .

Did Respondents Request a Sample Package
of Energy Information?. . . . . . . . . .

vi

Page

58

59

71
72

73

74

75

76
76

77

78

79

80

81

82

82

Table Page
E-15. Energy Information Sources Named. . . . . . . . . . . . 83

E-16. Comparison of Media Type to Sources of
Information 0 O O O O O O O O O O O O O O O O O O O O O 84

vii

CHAPTER I

INTRODUCTION, REVIEW OF LITERATURE,
BACKGROUND ASSUMPTIONS, AND RATIONALE FOR STUDY

Introduction

Energy was not a news beat until recent years. Since 1973,
when OPEC1 doubled crude oil prices twice in one year, energy issues
have received increased attention by most news media.

Many popular magazines including Consumers Reports, Consumers
Research, Mechanix Illustrated, The Mother Earth News,.Egpular Mechanics,
and Popular Science have been devoting regular coverage to energy news.
Special energy publications abound, with many geared toward homeowners,
consumers, and do-it-yourselfers. Several Michigan news media also
devoted special coverage to energy issues in 1979 through 1981.

Certainly, energy information is becoming increasingly impor-
tant for Michigan residents. Economic urgency is boosting energy as a
topic of concern for the news media. In the early 19705, Michigan
citizens invested about two cents of each gross state product dollar to
import fuel from other states and countries. By 1980, this drain had

increased to a little more than eight cents per dollar.2

M

1OPEC-~The Organization of Petroleum Exporting Countries. An
organization of countries from the Middle East, North Africa, and South
America which aims at developing common oil-marketing policies.

2Energy yAdministration/Michigan Department of Commerce, "Energy
and Michigan' 5 conomy: State Energy Agency Proposal, " May 1981.

1

Energy prices are continuing as a leading cause of inflation,
increasing approximately 17 percent per year since 1970, with some short
term gains for specific fuels as high as 100 percent per year. With
energy prices doubling, on the average every four years, energy news has
become important infonmation for Michigan residents. Direct outlays for
energy cost Michigan residents about $1750 per person in 1980, for a
state total of about $16 billion.3

In order to meet the public's need for reliable energy information,
the Energy Administration/Michigan Department of Commerce operates a
Clearinghouse; an information center providing easy access to energy
conservation and renewable energy resource information. A toll-free
Energy Hotline was established in 1978. Michigan residents call the
Hotline with any questions about energy use, conservation, solar energy,
and so forth. A staff of twelve, with technical assistance from Energy
Administration staff, provides answers to callers' questions, usually
mailing information in response to each request. This information center
now averages about 500 requests per week, or about 25,000 in a year, from
Michigan consumers.

From its inception, Clearinghouse staff recorded infonmation
about each request on log sheets (see Appendix A for a sample log
sheet), including a record of how each caller heard about this energy
infOrmation service. This was especially important because the agency
had no budget for paid advertising and relied on press releases, pub-
lished or broadcast by Michigan news media, to inform people of available

services.

 

3
Energy Administration/Michigan Department of Commerce, Research,
Development, and Evaluation Division, 1981.

The Energy Clearinghouse was already receiving some success
with press releases to Michigan news media by late 1978. Since there
was no budget for paid advertising or to produce public service announce-
ments advertising the energy information service, research concentrated
on means to achieve better results with press releases.

The bureaucratic system for processing press releases was
quite complex, unpredictable, and erratic. Press releases were limited
in content to announcements of new Clearinghouse publications. Also,
the Clearinghouse did not want to compete directly with other sources of
energy infOrmation, such as the U.S. Department of Energy (DOE), that
regularly provided information for news media in addition to publishing
several newsletters and volumes of technical information every month.

Typically, the Clearinghouse added new publications when a need
was determined from hotline callers' questions. When a new publication
was finalized, a draft press release was prepared by the Clearinghouse
Director. This draft would be reviewed and edited by the Clearinghouse
Division Director and then by the Energy Administration Director.
(Sample press releases are presented in Appendices B, C, and 0.)

Once press releases were approved within the Energy Adminis-
tration, they were fOrwarded to the Office of Public Affairs/Michigan
Department of Commerce. There public affairs officials finalized the
release, and decided how to disseminate the information. There were
different press release mechanisms available through the Department of
Commerce, including: (1) Department of Commerce press release (see
Appendix B); (2) Governor's press release (see Appendix C); and,

(3) press release with personal appearance (see Appendix D).

A Department of Commerce press release was considered important
enough for release by the Department of Commerce, but it was not afforded
any special recognition. It would be typed and delivered to the Capitol
Press Room, where some Michigan news media would pick up the story, along
with as many as twenty or thirty press releases every week from the
Michigan Department of Commerce, and many more from the state's other 18
major departments, too.

News media with access to the Capitol Press Room include wire
services, major daily newspapers, bureau staff for newspaper chains, and
a few television and radio station reporters.

Some releases were considered important enough to receive
attention by the Governor or Lieutenant Governor. These were sent from
the Department of Commerce to the Governor's staff, where they were
edited again, inserting quotes attributed to the appropriate dignitary.
These printed press releases were distributed to the Capitol Press Room,
in a package of twenty or thirty per week from the Governor's Office.
They often received more news media attention because they were higher
on the state's news agenda, being connected with the Governor's Office.

Sometimes press releases coincided with a personal appearance
by the Governor, Lieutenant Governor, Department of Commerce Director,
or the Energy Administration Director. These personal appearances often
received even more news media attention because they offered opportunities
for personal interviews and photographs, too.

Each method of press release produced vastly different results
for the Clearinghouse. One press release might account for 400 informa-
tion requests from Michigan consumers over two or three weeks, while

another might produce as many as 4000 requests in a similar time period.

It was nearly impossible for the Clearinghouse staff to anticipate the
level of response to expect from a press release, and to plan scheduled
press releasess.

In order to rectify this situation, it was realized that a
systematic study of sources of energy news information among Michigan
mass and interpersonal communication media professionals was needed.

This need was further accentuated by the erratic success from various
press releases, and because news media consistently ranked highest as a
source of referral for Clearinghouse clients.4 The author hoped the
study would provide useful information about mass and interpersonal com-
munication media professionals in Michigan, and that the study itself
would familiarize them with the Clearinghouse and its services.

Michigan mass and interpersonal communication media profes-
sionals were designated as an important target audience for Clearinghouse
information. If they could be encouraged to rely on the Energy Clearing-
house for information, and personal contact could be established by a
survey, it was hoped that press releases would receive more media atten-
tion and that each release would receive predictable results in terms of
Clearinghouse contacts. However, these hunches needed to be tested.

This perceived need prompted a systematic search of literature

in the proposed field of study.

 

4
Energy Administration/Michigan Department of Commerce,

"Clearinghouse Data Base System." 1978 through present. See Appendix A;
Tables A-I, A-2.

Review of Literature

The review of literature in the field was conducted under the
following rubrics: (1) literature on sources of energy news information
for Michigan mass and interpersonal communication media professionals;
(2) scholarly literature in the field of proposed study; and, (3) spe-
cific data bases in the field developed by the Energy Administration/

Michigan Department of Commerce.

.thgrature on Sources of Information About Energy News
Among Communication Media Professionals in Michigan

The author completed an informal study of access to energy in-
formation by reviewing energy news clippings from about thirty Michigan
newspapers, and by watching television news on different Detroit, Flint,
and Lansing area TV stations. Additional sources of information included
press releases, announcements of conferences, meetings, workshops, book
reviews, and the like received by the Clearinghouse unsolicited. The
author assumed that similar information was received at least by major
Michigan news media.

This steady flow of unsolicited information--often from mailing
lists supplied by publishers from subscription records--included utility
company information, propaganda, and announcements. The federal Depart-
ment of Energy (DOE) forwarded press information monthly, including their
latest series of tips for energy conservation, and camera-ready cartoons

with energy conservation themes. Automobile companies, oil companies,

and energy companies like solar, wind, insulation, window products, home
appliance manufacturers, and distributors all sent literature to the
Clearinghouse.

In addition to this infonmation, there were news releases from
the state COOperative Extension Service, which also began publishing an
energy newsletter of research and experiments. Several Michigan
colleges, universities, community colleges, or other agencies sponsored
various energy education programs, including hands-on workshops where
Michigan residents could learn solar system construction and common
insulation and weatherization techniques. Several Michigan schools
offered emphasis programs on solar and other renewable energy sources,
and in 1979 and 1980, the Mother Earth News offered a series of traveling
educational programs on alcohol fuel production and other energy-related
topics.

The review of newspaper clippings and broadcasts showed that
local reports concentrated on examples of conservation techniques and
interviews with photographs of the first families to use solar energy
and wind systems in Michigan. Other innovative building techniques were
covered by local media, especially newspapers, including super-insulation
techniques, underground or earth-sheltered housing, geodesic dome homes,
solar homes, and so forth.

A newspaper education series called "Energy and the May We
Live" was developed under grants from the National Science Foundation
and National Endowment for the Humanities. The multi-part series was
available to Michigan newspapers, and presented college level course

material through newspapers in 1979 and 1980.

Some news media participated in community energy conservation
programs. For example, many Michigan papers ran information about
car-pooling and van-pooling, including maps that readers could use to
request computer matching. Some papers used a special section of free
classified ads for readers trying to find convenient car-pool partners.

One important finding of this review was that news reporters
would often localize national and international energy stories by
interviewing utility company spokespeople. For example, when one
Michigan newspaper ran a front-page story about news from Three Mile
Island, a side-bar story devoted nearly equal space to a statement from
the local utility company vice president for nuclear power development.
The Energy Administration was seldom contacted for background information
in similar situations. A considerable amount of media attention was
devoted to legislative issues, both in Hashington and in Lansing. Once
again utility company spokespeople were often consulted for background
information in Michigan communication media reports of energy policy
debates and government decision-making.

In short, communication media personnel probably received
unsolicited information similar to that received by the Clearinghouse.
They seemed to rely extensively on utility companies for energy inform-
ation, and local news coverage usually concentrated on new home
construction or solar building techniques. Local reporters investigated
energy conservation techniques but did little to promote local energy
policy debates and provided little in the way of education about energy
issues. National and international coverage was provided by wire

services, and state coverage concentrated on legislative issues and

9
Public Service Commission activities, often involving possible rate
increases for utility customers. Michigan oil and gas drilling,
development, and government regulation of drilling activities also

received considerable attention by Michigan news media during this time.

.Sppglarly Literature in the Field of Proposed Study

Although studies about energy information are becoming more
common, few studies have been completed to date.

Abbott's study reviewed findings in a year-long study of energy

information in Iowa and Wisconsin daily and weekly newspapers.5

Signifi-
cant learning and retention occurred among readers exposed to a series of
articles about energy conservation presented in five Iowa and Wisconsin
newspapers. All news media sources out-scored other sources for energy
infOrmation. The study of newspaper readers showed that 62 to 76 per-
cent had read at least some of the series presented about energy. There
was also a significant increase in source credibility for the partici-
pating newspapers following the series, with many more readers listing
the newspaper as their best source for energy information after the
series of articles appeared.

A 1977 study in Michigan showed that paid newSpaper advertising

offered only moderate success in reaching a target audience of small

businesses for a government technology transfer program.6 The report

5

Eric A. Abbott, Effects of a Year-Long Newspaper Energy
Series on Reader Knowlggge and Action. Paper presented at Annual
Meeting of the Association for Education in Journalism, Seattle,
Washington, August, 1978.

6
William M. Brown and others,.§§MTAP: A New Technology
Transfer Network to Link Business and Industr with Federal Research and
6 throu H

Develo ment; Interim Re art for UctoBer 197' ‘NOvemBer 1977, Ann
Arbor, Environmental Research Institute of Michigan, April, I978.

10

concluded that there was “no evidence that a very intensive [paid adver-
tising] campaign would result in an increased audience, especially as a
means to reach [small businesses] with the information.“7

Brownell interviewed more than 350 individuals in the Grand
Rapids area to gather information about their perceptions of different
communication media as energy information sources. Although his findings
showed some variations based on income and education levels of respon-
dents, in general, respondents agreed that newspapers were their most
important source for energy information, followed by television, and
then magazines. Friends scored a distant fourth, and radio fifth.

An important finding in Brownell's study was that perceptions
of source credibility for energy information differed significantly from
reports of sources most utilized for energy information. In measuring
credibility, consumer groups scored highest, followed by television, with
newspapers third, government pamphlets fourth, and utility companies and
oil companies fifth and sixth, respectively.8

Two studies report on the performance of news media in ex-
plaining energy information to the public and other special interest
groups. Dangerfield studied information about gasoline shortages re-

ported in national magazines from 1971 through 1973. .Ilmg, Newsweek,

and U.S. News and World Repprt were reviewed to check for inclusion of

7
Ibid., p.22.
8

William Brownell,.§pgrgy Awareness and Media Credibility: Ag
Analysis, Master's Thesis, Michigan State University, 1977.

11

information about impending gasoline shortages. Dangerfield concluded
that the news media failed to report energy information in a useful
way.9 In another study, Lambeth researched news media influence on
national energy policy development. Respondents included government
leaders, both appointed and elected, as well as media professionals. The
survey was limited to the so called “elite" media, including the New York
.Iimg§,.flggp1ngton Star, Wall Street Journal, limp, Newsweek, Business
‘ngk, and the Congressional Quarterly. Lambeth found that news media
influence on energy policy-making was the lowest, compared with other
recent national issues including civil rights, the Vietnam War, environ-
mental issues, economic issues, and consumer rights. Press influence on
energy policy-making was also ranked lowest compared to other
policy-making sources including legislators, government officials,
economic interest groups, and public interest groups.10
Both Fowler and Barrett studied energy issues in the press and
found that, in general, news media professionals lacked training and
understanding of important energy issues. They both suggested that

journalism education be combined with technological training to prepare

reporters for what Fowler termed the "mega-beat" of energy news.11

9

Linda A. Dangerfield, et al, "How Did Mass Communication, as
Sentry, Perform in the Gasoline 'Crunch'?" Journalism Quarterly, v52,
n2, 1975, pp. 316-320.

10
Edmund B. Lambeth, "Perceived Influence of the Press on

Energy Policy Making," ournalism Quarterly, v55, nl, 1978, pp. 11-18.

11
John M. Fowler, "The 'Energy Elephant'," Journal of College
Science Teaching, v7, n2, November 1977, pp. 95-97.

12

Barrett's study included several interviews with energy reporters, who
mentioned their lack of background training as an important impediment
to their adequate understanding and reporting of energy issues.12
The Washington, D.C. based Media Institute completed a detailed
analysis of the three major television network's news coverage of "the
oil crises“ of 1973—74 and 1978-79. Price quadrupling and then supply
interruptions amid great public skepticism prodded ABC, CBS, and NBC to
devote nearly one and one half months of evening news time to oil crisis

13

news over a period totaling 18 months. Researchers learned that 56

percent of all stories' sources were government officials, with only
two percent considered outside experts. Television news was blamed for
incomplete coverage. It was chastised for offering simplistic explana-
tions of causes and possible solutions for the U.S. energy situation.
Television created, said the Media Institute, " a distorted picture in
which certain solutions became the focus of discussion, and in effect,

became the limits of the debate. The Institute did, however, exclude

stories about alternate fuels, solar, natural gas, oil shales, synfuels,

M

12

Marvin Barrett & Zachary Sklar, The E e of the Storm: The
Seventh Alfred I. Duppntholumbia University Survey 0? Broadcast Jour-
na ism, New ork: Lippincott & Crowe , 19 0 .
13

Leonard J. Theberge, ed., TV Coverage of the Oil Crises: How
Well Was the Public Served7, (Washington, D.C., The Media Institute,

14
Ibido, p0 Xiio

13

coal, geothermal, and nuclear energy from their study. They also ex-
cluded stories about accidents, safety, and pollution from their analysis,
as well as editorials from the three major networks.

While the goal of the Energy Clearinghouse is promotion of con-
servation and renewable resources, the Media Institute report shows a
pro-oil company bias. Nevertheless, both groups concluded that television
coverage of energy problems was inadequate. The Institute concluded that
”with near single-mindedness, television covered a narrow set of solu-

«15

tions that featured the government... Television was charged “clearly

oriented toward stories that were entertaining and visually appealing."16
In summary, Abbott's study concluded that readers exposed to
energy conservation information in newspapers learned from the stories,
and retained some of what they had learned. Brownell concluded that
news media, especially newspapers, were the most used source for energy
information, in spite of the fact that source credibility was higher
among other sources. Although paid advertising might reach some people
with energy information, the SEMTAP study advised against intensive paid
advertising campaigns. In several studies, scholars criticized energy
coverage by various news media, and charged that journalists were inade-
quately educated to cover energy issues. Instead of leading and encour-
aging public education and debate of energy issues, news media reports
were often blamed for restricting their audiences' knowledge of energy

issues.

15
Ibid., p. 24.

16
Ibid., p. 46.

14

'§pgcific0ata Bases in the Field Developed by
the Energy AdministrationgMichigan Department Commerce

Early Clearinghouse experience showed that request quantity was
highly influenced by Michigan news media reports of publications available
free at the center. Contacts from Michigan consumers peaked following
press releases in 1978 and 1979 about specific Clearinghouse publications.
The Clearinghouse Data Base System aggregated responses to the Clearing-
house Log Sheet question, "How did you hear about our telephone service?“
Michigan news media were the most important source of referral for
Clearinghouse clients, accounting for 46.9 percent of all contacts in
1978. In 1979, Michigan news media were directly responsible for 38.5
percent of all contacts. Newspapers and magazines, especially, continued
to be leading sources of referral for Clearinghouse clients.17

Special surveys undertaken by the Energy Administration also
highlighted the importance of news media as a source for energy informa-
tion among different target audiences. A study of small businesses in the
greater Detroit area asked, "Where do you get most of your current energy
information?“ Newspapers accounted for 28.4 percent, magazines 22.1 per-
cent, and television or radio 11.3 percent, for a total of 61.8 percent

listing news media as their most important source of energy infonmation.18

17
Energy Administration/Michigan Department of Commerce, Research,
Development, and Evaluation Division, 1978 through present. (See Table
A'Z o
18

William Stevens, Eneggy Conservation Needs Assessment for a
Business With Upper 250 Employees; Michigan Energy Extension Service

Technical Report Number 6, Energy Administration/Michigan Department
of Commerce, 19 9.

15

Another study surveyed early adopters of solar energy technol-
ogies in Michigan. Respondents were selected from applicants for Mich-
igan income tax credits for eligible solar energy systems. Almost 600 of
the first 2000 solar users in Michigan were interviewed. News media
sources were listed once again as the most important sources for energy
infOrmation. Respondents also reported that news media information was
even influential in their final selection of a particular brand or type
of solar system.19

A similar study was completed for members of the general public.
One hundred interviews were completed based on a random sample of telephone
numbers in each of Michigan's 83 counties. Once again, interviewers asked
about sources for energy infbrmation. Newspapers, radio, television, and
magazines accounted for nearly 70 percent of all answers to the question,
”Where did you first hear about solar energy systems?“ News media
out-scored private businesses, friends, government groups, and utility
companies as a prime source for solar energy information.20

Another special Energy Administration study asked how consumers
learned about a state-wide utility company conservation services program.

These results were especially significant because each respondent had

received a written program notice from their utility company, in addition

19
Energy Administration/Michigan Department of Commerce,
Research, Development, and Evaluation Division, "Solar User's Survey
Data Base." 1980.

20
Energy Administration/Michigan Department of Commerce,
Research, Development, and Evaluation Division, "General Public Survey
Data Base.” 1980.

16

to possible exposure to program announcements via news media advertise-
ments or articles. Almost 70 percent of the respondents said that the
notice from their utility company had been their first notification of
the program, but another 18 percent indicated a news media source for
their initial contact. Only 12 percent said that the utility company
notice had been their second source of information about the program,
while 30 percent indicated a news media source. Newspapers again scored
very high as a source of information about the program.21

A final Energy Administration study tracked responses to paid
newspaper and magazine advertisements and television public service
annoucements. Ads promoting solar energy use in Michigan were placed in
several Michigan newspapers and in Michigan editions of.13pg, Newsweek,
Spprts Illustrated, and_QyS. News and World Repprt. The ads, and similar
‘television public service announcements, were produced under a special
solar energy grant to the Energy Administration. They invited consumers
to contact the Clearinghouse for solar energy information.

Responses to these ads and announcements were tabulated and
compared to production and placement costs for each marketing strategy.
Public service announcements shown on Michigan television stations re-
ceived the most responses. Even though the public service announcements
cost much more to produce than newspaper or magazine ads, their cost per
response was only about $4.75. Newspaper ads received the next highest

rate of response, costing from $10 to $17 per contact. The magazine ads

received the least response, in spite of their high placement costs.

a.“

21
Martin Kushler,.§pepgy Administration Technical Report on
Residential Conservation Services Program Evaluation, Energy Admin 5-
tration/Michigan Department of Commerce, 1981.

17

They averaged about $250 per response, even though readership studies for
the magazines selected had shown great demographic similarity between
their readers and early adopters of solar energy systems.

This advertising study supported the contention that paid
advertising is not too successful in promoting energy conservation
information availability. In fact, during the study a press release
about solar energy information ultimately produced more responses than
the paid advertising. The study concluded that free uses of news media,
including press releases and public service announcements, should be
employed instead of paid advertising.22

In summary, these special studies showed that news media
sources provided an important link to deliver energy information to
Michigan residents, early adopters of solar energy systems, and small

businesses. Paid advertising did not produce cost effective results when

compared to free uses of access to news media.

22
Martin Kushler, Re ort on the Solar Ener Information Media

Effort: An Examination 0 Alterna ve e a p ons, nergy m n s-
tration/Michigan Department of Commerce, 1981.

18

Background Assumptions

The preceding review of literature generated five basic assump-
tions for the study:

First, mass and interpersonal communication media personnel
were considered an important target group to reach with energy infbrma-
tion. Personnel were not expected to be designated as “energy reporters"
by most Michigan news media, and personnel identified as energy special-
ists were expected to be largely ignorant of important energy issues and
background information.

Second, mass and interpersonal communication media personnel
were assumed to rely on unsolicited information for a significant portion
of energy news published. Little local investigative reporting was antici-
pated.

Third, a multi-step flow of infonmation to the public was ex-
pected, where mass and interpersonal communication media personnel were
mediating the information available to the public, especially in their
selection of information sources.

Fourth, it was assumed that the public relied on mass and
interpersonal communication media news for much of its information
about energy.

Fifth, mass and interpersonal communication media professionals
were expected to have a small network of energy contacts on whom they re-
lied for expert information on energy issues.

The study was designed to test these assumptions.

19

_Rptionale for the Study

It was hoped that findings of the study would provide a
middle-range theory relating to the sources of information about energy
news events being used by mass and interpersonal communication media pro-
fessionals in Michigan.

Additionally, the findings of the study would hopefully bridge
the knowledge gap that presently exists in the field of journalism and
mass communication.

Furthermore, the findings of a systematic study of Michigan mass
and interpersonal communication media professionals' usage of energy
infonmation might provide information for the Clearinghouse about the
most practical means to reach the Michigan public with energy conserva-
tion and renewable energy resource news.

The study was designed to answer the questions "Who are Mich-
igan's energy reporters?” and "What kind of energy information will they
use?" It was hOped that information from the study would help the
Clearinghouse develop means to increase responses from press releases,
achieve predictable results from each press release, and increase mass
and interpersonal communication media use of the Clearinghouse for back-

ground information about energy issues.

CHAPTER II
THE PROBLEM OF THE STUDY, CONCERNS OF THE STUDY,
AND DEFINITIONS OF TERMS USED

The Problem of the Study

 

Statement of the Problem
What are the sources of information about energy news events
among mass and interpersonal communication media professionals in Mich-

igan?

Purpose for the Study

Specifically, the purpose of the study was (1) to identify the
nature and characteristics of information sources about energy news events
among mass and interpersonal communciation media professionals in Mich-
igan, (2) to delineate the patterns of usage of Energy Administration
press releases by those media professionals, (3) to analyze data on media
professionals' use of the Energy Administration as a source fOr Michigan
energy news, (4) to generate some conclusions about Michigan media pro-
fessionals' sources of information about energy news events, and (5) to
provide a set of recommendations that the Energy Clearinghouse could use

in designing and planning its public relations strategies.

20

21

Concepps of the Study

First, the study was concerned with energy information sources,
energy news itself, the channels used to disseminate energy news to
Michigan mass and interpersonal communication media, and the media profes-
sionals who received this information. The study was concerned with both
active information dissemination (e.g., press releases) and passive
information dissemination (e.g., responding to research and background
information requests from media professionals).

Specifically, the study was concerned about identification of
attributes of energy news sources that might predict media usage. What
factors within the media outlets themselves would predict receptivity
for energy news sources? Was an energy reporter necessary to gain
energy news coverage? How would frequency of publication, circulation,
and media type affect energy news utilization? The study was concerned
with qualities of contacts between energy news sources and mass or inter-
personal communiation media professionals that might predict usage of
energy news. What type of information or story would receive the most
attention? What topics would be utilized most? Would frequency of con-
tact affect receptivity?

A second concern was to understand patterns of energy news
usage among Michigan mass and interpersonal communication media.

Specifically, could the study identify patterns of use for
active information dissemination, such as press releases, and for passive
information dissemination, for situations where reporters contact sources

for background information?

22

Third, as shown by the review of literature and special Energy
Administration data bases, news media are a prime source of energy infor-
mation for'Michigan consumers. Since the Energy Administration has a
very small budget for public relations and program marketing, the study
should identify the best means to use those limited resources in fUture
news media relations efforts.

Definitions of Terms Used

Communication Media.--In this study, communication media are
defined as those interpersonal channels of news communication which
include newsletters but do not include news media, as defined here.

Energy Information.--Energy information is technically defined
here as any knowledge or communication dealing with production, supply,
consumption, conservation, or management of energy resources.

EnepgyNews Events.--In this study, energy news events denote
events which deal with energy infonmation, and a restructuring of those
events in news story form.

Energy News Professionals.--The term is operationally defined
as those gatekeepers in Michigan's news media who manipulate the flow of
energy news to Michigan residents.

News Media.--In this study, news media mean those formal
channels of mass communication primarily utilized in news dissemination,
including radio stations, television stations, daily newspapers, weekly

newspapers, and magazines.

CHAPTER III

THE METHODOLOGICAL CONSIDERATIONS FOR THE STUDY

Primarily, the techniques of telephone survey research method
were utilized in the execution of the study.

Procedurally, the universe for the study was constructed by
pursuing a two-phase approach to the identification of energy news pro-
fessionals among the news and communication media outlets in Michigan.

At the initial phase, all the news and communication media
outlets in Michigan, including daily newspapers, weekly newspapers,
magazines, newsletters, radio stations, and television stations, were
contacted by telephone. The purpose was to generate a list of energy
news professionals in Michigan, by asking each outlet to identify the
presence or absence of at least one energy news professional in their
individual media outlet. In this process, directories of various news
media and organizations were used. These included Ayer's Directory of
Publications, Broadcasting Yearbook, and the Michigan Press Association
Michigan Newspaper Directory. In addition, the Office of Public Affairs/
Michigan Department of Commerce supplied its most recent mailing lists
for Michigan news and communication media outlets.

This initial survey identified a universe of 502 energy news
professionals among 502 separate media outlets in Michigan. They were
considered to be representative of various media outlets, accounting for
nearly all of the 553 media outlets in Michigan which could be identified
by combining the aforementioned lists.

23

24

Only a handful of media outlets did not identify energy profes-
sionals. Some media outlets reported that they had no news facilities of
their own, or no interest in energy news. These included some ethnic and
religious publications, some shopping guides or advertisers, and a few
newsletters from professional organizations and labor unions. A few
newspapers refused participation in the survey asking that their central
office be contacted directly. These included several of the Panax chain
of Michigan newspapers.

At the second phase, these 502 media professionals were sur-
veyed over the telephone with a telephone survey instrument. The study
did not resort to a sample survey since the universe of 502 was con-
sidered small and manageable enough for the telephone survey.

The survey yielded valuable data germane to the study. Survey
data was supplemented by the additional data gathered through documentary

and analytical techniques of historical research.

25

Research Instrument, Interviews,
Interviewing, Data Processingand Analysis
Research Instrument
A telephone interview instrument was constructed (See Appendix E)
to translate the objectives of the study into Operational and measurable
terms of specific items in the telephone interview instrument. This in-

strument was pretested and refined by the author.

Interviewers
Three Michigan State University students, trained by the author

in telephone interview techniques, conducted the interviews.

Interviewing

They were instructed to contact each media outlet and ask to
speak to the person who was earlier identified as the individual who
handled energy information at the outlet.

Initially, interviewers would explain the purpose of the survey
and identify themselves as working for the Energy Administration/Michigan
Department of Commerce. When convenient, interviews were conducted at
that time. Otherwise, interviewers scheduled a convenient time when
they could call back to complete the survey. This flexibility was
required in order to complete telephone interviews with news media
personnel, who have daily deadlines to meet and highly variable working
conditions and schedules. Interviewers were instructed to prod respond-
ents for answers to specific questions, but not to suggest answers for

them.

26

The telephone survey was designed to require five minutes or
less fbr completion. Interviews were scheduled to follow two or more
weeks after an Energy Administration press release, so that survey
questions would gather meaningful data about present methods of dis-
tributing press releases.

News media packets were prepared for each outlet requesting
special information and for those requesting a sample package of pub-
lications to keep on hand. These packages included several of the most
popular Clearinghouse publications, and a letter from the Clearinghouse
Director thanking the participant for the interview and inviting future

energy information requests.

Data Processingyand Analysis

First, a code book was prepared to translate infonmation from
the telephone survey instrument into specific quantifiable data for com-
puter analysis. Two coders were trained to code the data, and keypunchers
subsequently entered the data into the computer system provided by the
Office of Systems and Computer Services/Michigan Department of Commerce.

Cross coder reliability was found to be very high. There was
almost 100 percent agreement between coders. Data was checked for errors
and corrections were made after rechecking the appropriate survey
instrument.

Descriptive statistical analyses were completed using the com-
puter system provided by the Office of Systems Computer Services/Michigan

Department of Commerce.

CHAPTER IV

THE FINDINGS OF THE STUDY

The findings of the study have been reported and interpreted
here under the following rubrics: (1) The nature and characteristics
of sources of energy news among energy news professionals in Michigan;
(2) the nature and pattern of utilization of press releases from the
Energy Administration by those media professionals; (3) the nature and
pattern of utilization of the Energy Administration as a source for
energy news by those media professionals; (4) conclusions about Michigan
news and communication media professionals' sources of information about
energy news events; and, (5) recommendations the Energy Clearinghouse
could use in designing and planning its public relations strategies.

The Nature and Characteristics
of Sources of Energy News
Among Energy News Professionals in Michigan

Each energy news professional was asked what percentage of
energy related press releases their outlet received by mail, by wire
services, and by other means.

Receipt by Mail

Overall, 52.6 percent (n=264) of all respondents said that
they received all of their energy press releases by mail. Another 12.5
percent (n-63) said they received 90 to 99 percent of all energy press
releases by mail. This was specially true of weekly newspapers (n=198;

27

28

87.6%), who reported very high or total reliance on mail for all incoming
information.

Many respondents said that their media outlet was so small,
they had no wire services or other means to receive anything, except
for mail. Weeklies, some other media, and several radio stations had
only one- or two-person news departments. At weeklies, they often
doubled as typesetters. They essentially fill all available news space
with information they receive in the mail, energy information included,
and have very limited, previously established reporting duties. Radio
stations said they were organized for their announcers to read wire
service news for regular daily broadcasts. The news professionals who
were interviewed might be responsible for only an hour or two of radio
news per week.

Reliance on mail was also reported for other media (n=26;
60.5%). They also represented very small operations with no wire
services, and relied on mail or their own reporters' initiative for
all incoming information, energy information included.

Many radio stations (n872; 49.3%) said they received nearly
all of their energy news by mail. They often had some wire services,
but not necessarily a complete news wire service. Announcers read news
directly from wire services, and all local news was produced by one or
two individuals. Many radio stations, in an attempt to curtail spending,
have cut wire services to a bare minimum and may only receive weather,
sports, and a minimum of hard news by wire. Their local reporting often
consists of only one person.

Television stations were the only group to report less reliance

29

on mail than other means for receiving energy information. Only 40 per-
cent (n=10) relied heavily on mail, and 56 percent (n=14) reported
medium reliance on mail. In light of this reponse, and from responses
to other questions, television stations seemed to think about local news
as individual, unrelated stories they produced locally to fill an other-
wise wire-service—read news hour. TV stations mentioned their wire ser-
vices (n=14; 56%) and other means (n=11; 44.0%) more often than any
other media type.

Only 9.8 percent (n=49) of those surveyed said that they re-
ceived no energy press releases by mail. They represented two groups,
those who had never received any energy information prior to the survey
(n=19; 3.8%) and those who had other means of receiving energy informa-
tion (n=30; 6.0%). Several, but not all religious publications, said
they had not received any energy information prior to the survey. Some
shopping guides and advertisers had not previously considered energy news
for publication.

Of those who had other means to receive energy information,
some said they received everything from wire services, some received
everything from a single source, and some said they had developed their
own local sources for energy information.

A few radio stations (n=9; 6.2%) reported no use of mail to
receive energy news. They were radio stations where almost all news
came from their wire services, read by their announcers.

Apparently, some radio stations are controlling costs by re-
ducing wire services while others keep costs down by relying more com-

pletely on wire services while curtailing local reporting.

30

In summary, mail was reported as the medium most used to re-
ceive energy infOrmation. For many media outlets, mail is their only
means of receiving any incoming information. In addition, 80.7 percent
(n=405) of all respondents said they received no energy information by
wire services, and 71.9 percent (n=361) said they had no other means of
receiving energy press releases. Most media rely on mail, but the
larger ones augment mail with wire service news or other means. Only
a few outlets did not rely heavily on mail, but these included several
publications where energy news had not previously been used, and others
where nearly all news used came from wire services.

Receipt by Wire Services

Most respondents said they had no wire service for receiving
energy information, including 223 weekly newspapers (98.7%), 41 other
media (97.6%), 88 radio stations (60.3%), and 23 daily newspapers (52.3%).
Only television stations (n=ll; 44.0%) had less than half of all respond-
ents reporting no wire receipt for energy information.

As stated before, most weekly newspapers and other media, and
several radio stations, had no wire services they would use to receive
energy information. Television may rely more on wire services for their
news compared to the other media types. It was noteworthy, however, that
more than half of all daily newspapers reported receiving no energy in-
formation by wire service. This may be because energy related wire
service news is routed to a wire editor, and was not perceived as energy
news by the local reporter or editor interviewed.

Only a few media outlets reported more use of wire services

than mail. These included 35 radio stations (24.0%), 12 daily newspapers

31

(27.3%), and 6 television stations (24.0%). They represented stations or
papers with larger audiences, and the radio stations already mentioned
that relied almost entirely on wire services for all news. Also, there
may have been a bias to this response, from editors who handled wire
service news perceiving more use of the wires for energy news.

In summary, relatively few respondents relied on wire services
for energy information, but those who did were from larger stations or
papers, with more staff people and larger audiences. Heavy reliance on
wire services for energy news might also indicate a station or paper with
almost no local reporting, especially among the smaller radio stations.
Most outlets reporting use of wire services also said they received

energy information by mail.

Receipt by_0ther Means

Other means mentioned for receiving energy press releases in-
cluded from other news media, from subscription or syndicated services,
and from local individuals who walk-in or call-in, especially to televi-
sion stations, with ideas for energy news coverage. As already reported,
nearly 72 percent of all respondents did not list other means, besides
mail and wire service, for receiving energy information. Of 141 (28.0%)
listing other means, 50 were radio stations (34.2%), 58 weekly newspapers
(25.7%), 11 television stations (44.0%), 10 daily newspapers (22.7%), and
12 from the other media group (28.6%).

Radio stations often mentioned other news media as sources, or
advertising councils for their public service announcements about energy.
Television stations mentioned other news media quite often, including

their networks, magazines, and newspapers. Another common response from

32

television stations was that people come into the stations with their own
ideas for energy news. Weeklies and dailies most often mentioned local
contacts for individual stories, syndicated services, and a few men-
tioned local government offices or publications.

When other means were reported for receiving energy press re-
leases, they were most often special cases where the media outlet's
energy professional had developed their own means of finding energy
information. For example, some said they had their own local contacts
for energy information, depending on the story, which meant receiving
information by word of mouth or by telephone. Others had learned to call
the U.S. DOE by toll-free telephone to hear a recorded message about
energy conservation. These messages could be written into news story
form, or they could be re-recorded by local announcers for radio or
television public service announcements. Only a handful of media outlets
said they used this service, however.

Many other outlets said that their other means were from other
news media, such as major Michigan newspapers, or the Wall Street Journal
or New York Times, or from major television networks. Television stations,
in particular, said they used other news media as a source for energy press
releases. A few mentioned other means when their media outlet received
most information from a central bureau or office, including two other
media and several newspapers.

In summary, most media outlets had no other means of receiving
energy information. Where they did, it often meant receiving packaged
information from other news media or from syndicated services, but in

a few cases it meant that the energy news professionals had developed

33

their own contacts. These last represented some of the largest cir-
culation newspapers and biggest television and radio stations, but the
vast majority of Michigan media relied almost entirely on mail to re-
ceive everything.

A few media outlets seened completely out of touch with energy
infOrmation from any source, but these were mostly small weekly news-
papers, other media that had not previously considered using energy news,
and advertisers or shopping guides that had not previously used energy
news. A majority of all outlets relied heavily on unsolicited infonma-
tion by mail for their energy news. Some media outlets augmented mail
with wire services for energy news, and a few others relied almost
entirely on wire services for all news. Only about a quarter of all
outlets surveyed reported using any other means to receive energy infor-
mation, but these were often the largest outlets in the state. Those
who did report other means appeared to place more emphasis on energy
issues, developed some of their own contacts for energy information,
discovered other sources for prepackaged energy information from syn-

dicated services or other media, or researched energy issues themselves.

Sources for Energy Information

Respondents were asked to identify their best two or three cur-
rent sources for energy information. Many reported no sources at all for
energy news. They were most often the same outlets who said they receive
everything by mail. In fact, 21.9 percent (n=110) of all respondents
said they had no source for energy information, 38.6 percent (n=194)
could only offer one source, 31.3 percent (n=157) two sources, and only

8.2 percent (n=41) provided three responses.

34

Utility companies were mentioned more often than any other

specific source (n=133; 26.5%). Most often, the utility company was
mentioned by name, usually one of the three major utility companies in
Michigan. Forty-three outlets (8.6%) mentioned only utility companies
as sources for energy information, and 90 more (17.9%) mentioned one or
more utility companies, plus other sources. Utility companies were
mentioned especially by daily and weekly newspapers. This was antici-
pated since utility companies, especially the state's three largest,
have public relations departments and well developed contacts with many
Michigan media. Also, they are both active disseminators of information
as well as likely spokespeople to localize wire service energy news.
Several respondents (n=26; 5.2%) even mentioned more than one utility
company by name. This made a lot of sense for many outlets since
utility prices have doubled two or three times in the past decade for
most Michigan residents. Another reason that utility companies would
be mentioned most often is that they are also advertisers who purchase
space or time from Michigan news media on a regular basis.

The second most common response was a local source. These
included legislators or local government officials, and individuals who
were interviewed for specific stories. Some respondents said they just
contact someone local for each story. Altogether, 125 outlets (24.9%)
said they used local sources, including 29 (5.8%) who said that they only
used local sources and 10 (5.0%) who said that they used more than one
local source. Local sources were a catch-all for respondents: They
told interviewers that they used local sources, but that did not neces-

sarily mean that they had developed the sources themselves in order to

35

have a local source for energy information. In fact, a more likely
explanation is that the local sources contacted the media outlet with an
energy related idea and the outlet did follow up on some of these local
projects, products, or ideas.

Legislators have newsletters they often forward to news media,
especially weekly newspapers. Often, they provide energy press releases
in their newsletters. In this way, legislators may insert Energy Admin-
istration press releases in their newsletters but the media professionals,
and the public, assume the legislator is the source for the information.
In a few cases, local government officials provided energy information on
a regular basis.

Local sources were mentioned more by television stations
(n=11; 37.9%) and by other media (n=10; 23.3%) than any other sources.
They ranked second among sources named by daily and weekly newspapers,
and were fOurth among sources named by radio stations. Again, the tele-
vision stations may have listed local sources most often because they
produce a limited amount of local news and think of their stories as
individual, quite unrelated ideas. The other media set listed local
sources quite often, but they very often had no wire services to draw
from and many had very limited energy reporting. Radio stations reported
less reliance on local sources, but that may be because of the nature of
radio news, essentially reading wire service news for a majority of all
news coverage.

The next most common response was other news media, accounting
fOr 91 responses (18.1%). Only 36 outlets (7.2%) listed other media as

a source for energy information, and 26 outlets (5.2%) listed more than

36

one other media as a source. Other media ranked first among sources

named by radio stations (n=9, 19.6%). Other news media ranked fifth

among weekly newspapers (n=23, 10.0%) and among the other media group
(n=5, 11.6%).

Radio stations most often reported other media when they made
extensive use of wire services, or to a lesser extent when they borrowed
story ideas from newspapers, magazines, or television. Many television
stations said that they borrowed from other media including radio, news-
papers, magazines, and their own or other television networks. Fewer
television stations mentioned their own networks or wire services as
a source compared to radio stations. Apparently, other news media are
used very often to identify current topics of interest and story ideas.
Media professionals often get their news agenda from one another, in-
stead of generating their own news agenda without regard to the agenda
being set by their competitors or other media.

. The U.S. Department of Energy was listed as a source by 86
respondents (17.1%). Twenty-two outlets (4.4%) said that the DOE was
their only source for energy information, and seven outlets listed more
than one source within DOE.

Radio stations reported the DOE as a source more than other
media (n-SO, 32.5%). That could be expected because of the toll-free
telephone service which DOE established especially for radio stations.
The DOE was the third most common response among daily newspapers (n=9;
19.6%) and other media (n=6; 14.0%), and was fourth among television
stations (n=7; 24.1%) and sixth among weekly newspapers (n=21; 9.1%).

These lower rankings were somewhat surprising, since the DOE had well

37

established press relations, published volumes of technical information
every month, provided camera-ready news features and public service
announcements, and published several energy related newsletters which
could have served as important information sources for the news media.
Only a couple of media outlets mentioned DOE because of these services.
Most who mentioned DOE said they "had a contact“ there, or at some of
DOE's subdivisions, such as the Nuclear Regulatory Commission, Energy
Information Administration, and so on. The DOE was mentioned more often
as a passive source, responding to specific requests from media energy
professionals, than as an active source, sending prepackaged information
to the news media. Again, this could result from differences in the
internal Operations at various news media. The person interviewed
might not be aware of prepackaged information supplied by DOE because
it was routed internally to another staff person. Another reason could
be that DOE news was routed to national editors and was therefore never
received or perceived as energy news by the local energy specialist.
Ranking fifth was other sources, most often meaning mail
receipt in a passive mode for the media. Other was reported most by
weekly newspapers (n=37; 16.1%), and ranked fifth or sixth among all
the media types. Many weeklies said that their source was whatever
came in the mail, once again underscoring their nearly total reliance on
mail for all information used. Altogether, 61 outlets said they used
other sources fbr energy news (12.2%). These included 18 (3.6%) who
said that other sources were their only sources for energy news, and
five outlets (1.0%) who said they had more than one other source for

energy news.

38

Ranking sixth was the Cooperative Extension Service, which was
mentioned by 53 outlets (10.6%). The Cooperative Extension Service was
listed as the only energy information source by 11 respondents (2.2%).
The Cooperative Extension Service was mentioned most often by other
media (n=7; 16.3%), who mentioned CES second only to local sources
for energy news. Many of the other media surveyed were college publica-
tions, though, and could be expected to have closer ties with their
college Cooperative Extension Service staff. CES has developed many
energy related materials over the past several years, and provided a
newsletter from their state headquarters which reported about energy
experiments and research in Michigan. CES was mentioned both in refer-
ence to local or county offices, and for the state research and public-
ations office. Twelve of Michigan's 83 counties had federally funded
energy agents specializing in energy assistance and education. Several
of these agents worked under their county Cooperative Extension Service,
but they were only mentioned as a source by a handful of respondents
(n=9; 1.8%).

The Energy Administration was mentioned by 46 respondents
(9.2%), and ranked seventh among all sources listed. Only one respondent
mentioned the Energy Administration as a source more than once. They
said they had contact with both the Energy Administration Director's
office and via the Energy Clearinghouse. Twelve outlets (2.4%) said
the Energy Administration was their only source of energy news. Weekly
newspapers were most likely to say that the Energy Administration was
one of their most important sources (n=34; 14.8%), but there was some
indication that respondents were confusing state and federal energy

offices. In fact, many respondents may have said that the Energy

39

Administration was one of their best sources simply because they had
been contacted directly and asked to participate in the survey. Several
respondents confused the state's Energy Administration with the federal
DOE, or even with the defunct federal Energy Research and Development
Administration (ERDA) or the Federal Energy Administration (FEA). These
last two offices had not existed since President Ford's administration.

The Energy Administration ranked eighth among television
stations (n=2; 8.9%), ninth among radio stations (n=5; 3.2%) and daily
newspapers (n=5; 10.9%), and ranked tenth among other media, being
reported by only one outlet in that group (2.3%). Apparently, press
releases from the Energy Administration were not making much impression
on media professionals. Low scores for the Energy Administration could
indicate that the agency was too new to be widely known by media outlets.
Other survey questions, discussed in the following sections, helped
explain how the Energy Administration was known to the news media.

College or university sources were reported by a few outlets
(n=34; 6.8%), including 13 percent of daily newspapers (n=6); 9.3 percent
of other media (n=4), and 7.8 percent of radio stations (n=12). Only
one TV station (3.4%) and 11 weeklies (4.8%) said they used college or
university sources. Only five outlets (1.0%) said college or university
sources were their only sources for energy information.

These responses were remarkably low, considering more than two
dozen Michigan schools, colleges, community colleges, and universities
were offering substantive energy curricula and programs, and were
researching a dozen different energy related topics. This was also
lower than could be expected since 25 college and university media

outlets participated in the survey (5.0%).

40

One possible explanation is that the school or college report-
ers handle energy related school stories, and energy specialists
perceived them as school news rather than energy news. Also, media
specialists who were not well informed of energy issues might hesitate
to contact university sources. They might not know which department or
professor to call for pertinent information, the way they can count on a
utility company spokesperson or the DOE for a quick, attributable quote.

Other state agencies also ranked low. Ranking ninth (n=30;
6.0%), only two outlets said their only sources were state agencies, and
only three outlets named more than one state agency, besides the Energy
Administration.

This was unexpected since energy related responsibilities are
spread so widely among Michigan's nineteen major departments. Twelve of
the 19 major departments have specific responsibilities for major pro-
grams directly related to energy issues. For example, energy financial
assistance programs are available through five separate state depart-
ments, and different kinds of energy resource development potentially
involve six. It is just this transcending infringement which prompted
Fowler to call energy “the megabeat of the 80's."23

Once again, a possible explanation is that state reporters
handle news from each department, and it is not routed to the energy
specialist, but at many outlets respondents were editors, publishers, or

news directors who should have known major sources.

23Fowler. "The “Energy Elephant'." P°95'

41

Ranking last among all sources named (n=13; 2.6%) were large
energy corporations, including automobile companies and oil companies.
General Motors (n=3) and Ford (n=1) were mentioned by respondents who
said they "knew someone" there. Oil companies (n=9) were mentioned
when they provided local fuel oil deliveries for oil heating customers,
and probably did not represent sources for many kinds of energy infor-
mation, in spite of the fact that several oil companies publish energy
journals or magazines, and have their own public relations staff.

To recapitulate, the most frequent response for sources of
energy information was none, but these respresented mostly small media
outlets with almost no news gathering function. Still, only a few
respondents reported more than one or two energy related information
sources. Respondents named groups who contacted them with energy
information in most cases, but mentioned sources they contacted for
background or research information in others.

From the information source's standpoint, these findings help
explain that mail is the most practical means of reaching most media,
and that the media have only a few sources for energy information. Many
outlets have restricted news gathering facilities, so sources must
perform many of the news gathering, editing, and packaging functions for
the media outlets if they want to make certain their press releases will
be used.

When the media professionals are looking for outside sources,
they do not seem willing to search very far. They appeared to want
simple access to a spokesperson who would have something quotable to
say, and often contacted utility companies for energy information, but

made very few contacts to colleges, universities, or the many state

42

agencies responsible for energy programs. Less than a dozen of the
respondents mentioned doing their own energy research: Only two said
their sources were energy books or periodicals. Several mentioned other
news media as important energy information sources, but they were all
general news media or syndicated services, and not energy publications
per se.
TheINature and Pattern of Utilization
of Press Releases From the Energy Administration
By Those Media Professionals

In order to understand how Energy Administration press
releases were being received and utilized by Michigan media outlets,
several questions were included in the telepone survey instrument.
Respondents were asked whether they had ever heard of the Energy Admin-
istration, whether they recalled receiving press releases from the Energy
Administration in the past, and if they could remember the last press
release they had received from the Energy Administration.

Some effort was made to identify the presence of more than one
energy specialist at each media outlet. Respondents were asked whether
energy press releases went to others at their media outlet. If another
energy specialist was identified, interviewers made a note of their name
or section at the outlet.

One very important finding from these questions was that
responses were similar for all media types. Nearly a third (30.5%;
n=153) of all respondents said that they had never heard of the state's
Energy Administration, which was created by Governor's Executive Orders
in 1975 and 1976. Only 38.2 percent (n=192) remembered receiving any

press releases from the Energy Administration, and only 4.6 percent

43

(n=23) could recall the topic of the most recent Energy Administration
press release they had received. Department of Commerce press releases
evidently reached some of each media type while missing or bypassing
others of each type.

Another person or section was mentioned by about a third of all
respondents (n=159; 31.7%). Many said that their editor received all
incoming information and asked that press releases be mailed to their
editor. A few responded that energy press releases were routed according
to subject area, some going to business reporters, some to consumer
reporters, some to city reporters, and so forth. At television and
radio stations, another person or section was often mentioned when
respondents made a distinction between energy news and public service
announcements: Public service directors or news directors were mentioned.

Even small weekly newspapers had chains of command through
which press releases were passed. Some reporters interviewed differ-
entiated by subject area, and they were almost all from larger daily
newspapers.

Two specific questions were designed to determine whether
present Department of Commerce press release distribution was adequate
to reach most Michigan media outlets. Respondents were asked whether
they would prefer press releases mailed directly to them, or to their
outlet. Another question asked whether they would like to receive back-
ground information or copies of new Energy Administration publications
along with press releases, or if they would prefer receiving only the

press release.

44

A total of 62.2 percent (n=312) of all respondents asked to
have press releases mailed directly to them, and 497 of the 502 inter-
viewed asked to be placed on an Energy Administration media mailing list.
Television (n=24; 88.9%) and radio (n=114, 74.0%) respondents were most
interested in having press releases mailed directly to them. That may
be because they place a higher premium on developing their own story
ideas, and want to hoard incoming information.

Most respondents asked that background information or publica-
tions be included when mailing press releases (n=399; 79.5%). Televi-
sion stations (n=26; 96.3%), other media types (n=30; 90.9%), and daily
newspapers (n=41; 89.1%) all expressed great interest in receiving extra
information in addition to standard press releases. Weeklies and radio
stations were less interested in background information, presumably
because of their more limited news gathering abilities.

In summary, a majority of media outlets were not receiving
infOrmation from the Energy Administration, and many respondents had
not even heard of the agency. Most were, however, willing to receive
information on a regular basis and felt that information should be mailed
directly to their outlet. An important finding was that respondents
preferred receiving background information with press releases.

From the Energy Administration's standpoint, press releases
were being used, as described in Chapter I. Press releases generated
most of the requests to the Energy Clearinghouse. The methods being
used by the Department of Commerce did not seem well suited to the kind
of news presented in Energy Administration press releases, which were

limited in content to announcements of new Clearinghouse publications.

45

In general, there are four main ways press releases can be
used at media outlets. First, they can be used as is, with only minor
editorial revision. Second, they can be used as a news source, report-
ers adding local information pertinent to the subject area. Third,
press releases can suggest feature story ideas. Reporters use the press
release as a starting point for a story, but essentially remake the
entire release into their own story, perhaps never even using any of
the original material. The fourth likely use for press releases is
identical to the third, but for hard news rather than feature content.

Energy Administration press releases did not lend themselves
to the latter three potential uses, primarily because of their restricted
content. Also, the Department of Commerce was releasing them at the
Capitol Press Room, where they were one among hundreds of press releases.
That also meant relying on wire services for distribution to most Mich-
igan news media, and the survey results showed that many outlets had no
wire service provisions. Another shortcoming of relying on wire
services for press release transmittal is that wire stories might be
discarded without being used more often than mailed press releases,
which might be saved for a longer time. This hunch needs to be tested,
though. I

A second problem for the Energy Administration was that many
news media outlets removed the toll-free hotline number from press
releases before publication. That subverted the Clearinghouse goal of
providing simple, direct access for the public, who had to write a
letter to request information. Occasionally, press releases would be

published with no phone number or mailing address included, which must

46

have made it very difficult for interested readers to contact the Energy
Administration.

These findings showed that the present method of Department of
Commerce press releases was not satisfactory for energy press releases.
If press releases could be mailed directly to media outlets, and to
media energy specialists whenever possible, and publications or back-
ground information could be included in these mailings, it was hoped
media outlets would expand their uses of Energy Administration press
releases to include feature or news story presentation, as well as
verbatim use.

The Nature and Pattern of Utilization

of the Energy Administration as a Source
for Energy NEWS bnyhoseVMed a Professionals

Each respondent was asked whether there was any specific
information they or their audience might need right away. A last ques-
tion asked whether they would like to receive a sample package of Energy
Administration information, containing publications presently available
through the Energy Clearinghouse.

Almost every media outlet (n=473; 94.2%) asked to receive a
sample package of Clearinghouse materials, and a large fraction (n=211;
42.0%) asked for information about specific subjects. These subjects
included solar energy, alcohol fuels, energy financial assistance
programs, and information about wood as an energy source. This part
of the survey was designed to simulate, for the respondent, the services
regularly available from the Clearinghouse. Each request was promptly

filled, using regularly available publications whenever possible.

47

Sample packages were described in Chapter III.

Since the author was media contact for the Energy Administra-
tion, he knew when media personnel contacted the Energy Administration
for information. Contacts prior to the survey were infrequent. A few
media outlets did contact the Energy Administration Director for infor-
mation from time to time, though.

The media professionals interviewed seemed very receptive to
the Energy Administration as a new source for energy information. One
important finding was that media energy specialists were asking for the
same kinds of information as Michigan consumers calling the Clearinghouse.
Since media professionals' questions and information needs might be the
same as Michigan consumers', it was hoped that sample packages of
publications and the information forwarded in response to specific
requests would familiarize respondents with the services available,
and that they would contact the Clearinghouse on their own in the future.

Although no direct measure of media professionals' use of the
Energy Administration was possible at the time of the study, some
indirect measure was possible (see Tables A-1 and A-Z). News media
continued as a leading source of referral for Michigan consumers, and
Clearinghouse contacts peaked in weeks following press releases. Direct
measuring capabilities were provided in 1981 (see Recommendations).

If the Energy Administration was to become a source for news
media and communication media in the same way that utility companies
were sources, available for quick responses to reporters' questions,
some means for direct, convenient contacts with the media had to be

arranged.

48

Chapter V reports conclusions from the study and recommenda-
tions the Energy Administration could use in designing and planning its

public relations strategies.

CHAPTER V

CONCLUSIONS AND RECOMMENDATIONS

Conclusions

 

The findings in this study clearly supported the general con-
clusions about energy news reporting which could be drawn from the review
of literature and special studies. 0n the whole, news and communication
media energy professionals were receivers of energy news more than
creators of energy news. They tended to receive most of their informa-
tion by mail, unsolicited.

There appeared to be little or no interest in energy as a local
issue for political debate, except in a few rare instances where local
groups had fonmed energy committees or where there was an active county
COOperative Extension Service energy agent who generated energy news.

Media energy professionals did seek out sources for energy
news in some cases, and most often used utility company spokespeople
for background information or to localize national or international
stories. They seemed to have a small network of established contacts
they would use for energy infonmation, but they did not seem ready to go
out of their way to develop energy information sources of their own.

Press releases appeared to be a much better means of reaching
Michigan media outlets and audiences compared to paid advertising. Since
many media outlets had not previously heard of the Energy Administration,
and since many outlets had not been receiving Energy Administration press

49

|)T
.U

50

releases in the past, there seemed to be ample room for improvement in
methods to disseminate press releases.

Looking once again at the four main ways press releases could
be used at media outlets--used verbatim, used as a tip for a news story,
or for a feature story, or for a news story with local news added--it was
clear that the methods being used by the Department of Commerce did not
lend themselves to the latter three uses. Since Energy Administration
press releases had dealt only with new publications available through
the Energy Clearinghouse, the press releases had either been used
verbatim or not used at all. It was clear that more emphasis should be
placed on press releases which could be used in several different ways.

Media professionals have active and passive modes of action
analogous to different modes for information disseminators. In a passive
mode, media professionals receive information about energy news. This
information arrives mostly by mail, but unsolicited infonmation also
comes from local sources. Hhen unsolicited information is received,
media energy professionals or their editors read through the information
and make a decision about whether to use it for a news story, and decide
what type of treatment the information will receive.

The active mode for media professionals appears very limited
with respect to energy information. They solicit some infonmation for
energy news stories, but apparently only for input or localization of
stories or press releases already in their information flow. Energy
issues, at the time of the study, did not receive attention as an
investigative news beat. These findings agreed with the hunch that

energy was not an issue receiving local investigative news coverage.

51

Respondents reported an extremely limited network of energy
information sources. When extra information was required to complete an
energy news story, media professionals might make one or two telephone
contacts to obtain background information or local input for the story,
but they reported almost no original research or self-instigated coverage
of energy issues. When asked for their most important sources of energy
information, only two mentioned journals or magazines specifically
devoted to energy issues, one reported access to U.S. government
information through the DOE Technical Information Center, and two
cited their own research.

In Michigan news and communication media, there was not yet a
mode for energy reporters to develop their own energy related news
concept, complete their own research, and publish or broadcast the
resulting energy news.

In contrast to an ideal image of news media, providing a broad
forum of ideas, investigating significant social and political issues,
debating suggested solutions to important community problems, and so
forth, the news media were followers instead of leaders when it came to
energy information.

25

Barrett,24 Dangerfield, and Fowler26 all suggested that

the energy issue was too difficult for journalists because they had no

24Barrett, The Eye of the Storm, pp. 44-48.

25Dangerfield, "How Did Mass Communication, as Sentry, Perform
in the Gasoline ”Crunch'?“ p. 317.

26Fowler, "The "Energy Elephant'." P° 97'

52

previous training to handle energy issues, and that the energy issue was
too complex and technical for them to tackle and handle adequately.
Although this may be an important problem which needs attention, in the
short run media professionals could find the education they lack if they
are motivated to learn. The problem in Michigan seemed caused more by a
lack of media staff and access to information: Many outlets had few
resources to try to cover energy issues more thoroughly, and the media
energy specialists seemed to rely on standardized procedures when
researching energy issues, and did not go out of their way to find

new sources for information about energy news.

This problem has been further exacerbated by major fluctuations
in federal energy policies over the past decade and the lack of state
attention to energy policies during the same time period. During
President Carter's tenure in the White House, energy was elevated as a
national issue of first priority, but the overwhelming message was that
it was a national issue to be resolved by federal decision-making and
action. Now, in President Reagan's administration, a very different
message is being delivered: Energy is a serious problem, but if the
government will just get out of the way and let a freer market operate,
business and industry will eventually solve our energy problems.
Although several politicians and scientists have argued that energy is
ultimately a local issue which requires serious local commitment and

resourcefulness for solution, their voices have not been widely heard.

Recqmmendations
The author made several recommendations for changes the Energy

Administration could make in their public relations effort with Michigan's

53

news and communication media.

First, direct mail appeared to be the best means of reaching
Michigan media outlets with energy press releases. Following the survey,
a mailing list was compiled using the names and addresses provided in the
interviews. The mailing list was entered into a word processing machine
with codes to represent each outlet's county, type of publication, and
survey number. Another code indicated whether the outlet had requested
background information with press releases, or only the press releases.
In this way, mailing lists can be generated by media type or by
geographic location.

Since the survey was completed, several press releases have
been mailed directly to Michigan media outlets, and preliminary results
indicate that this method has increased use of Energy Administration
press releases, especially among smaller newspapers and among radio
stations. These outlets were often bypassed by previous methods of
press releases through the Department of Commerce. Another benefit
from direct mailing is that responses to press releases have been more
predictable. Further research is being undertaken to add to the infor-
mation gleaned from this first survey.

Direct mailing has allowed the Energy Administration to
provide background information with each press release, at least to those
media outlets requesting it. Clearinghouse publications accompany press
releases announcing their availability, and the style of press release
has been changed some to try to provide grist for feature or news stories
as well as reason to use the press release verbatim. In addition, Energy
Administration press releases from divisions or programs other than the

Clearinghouse have been coordinated so that the toll-free number is used

54

for contacts whenever possible. Each press release is using a consistent
name, phone number, and address for all contacts to the Energy Adminis-
tration. Furthermore, press releases are now written more in a feature
style, in hopes that more interest will be generated within the media

and that press releases might lend themselves to more different uses.
When possible, the name, address, and phone number are inserted closer

to the top of the press release in hopes that they will not be removed

by editors or cut out in newspapers' paste-up processes.

Additional research is being conducted to delineate the media
professionals' needs for energy education, and to find the most practical
means the Energy Administration can use to provide necessary information
for them.

A main lesson learned from the study is that reporters will
not try too hard to find background information when they do decide to
investigate a story. The Energy Administration should continue to simplify
procedures for providing information directly to news media staff,
especially via toll-free telephone.

Since this study's completion, many more media professionals
have contacted the Energy Administration for background or research
information, and several radio stations have taped telephone conversa-
tions as a means to convey information from Energy Administration press
releases. Two TV stations even taped a few minutes in the Clearinghouse
for their evening news.

As long as reporters are confident they can contact the
toll-free number to get the information they need, quickly and without a
lot of bureaucratic red tape, they seem willing to use the Energy Admin-

istration as a source.

55

Arrangements have been made to expedite handling of media staff
requests received by the Clearinghouse. Although this service was always
theoretically available to news media personnel as well as to members of
the general public, it should be made explicitly clear to media energy
professionals. Since they seem willing to make some special contacts
to obtain energy information, perhaps they will contact the Energy
Administration more often once they understand a free energy answer
service is readily available.

Another important finding from the study was that the news
media's requests for energy information were really no different from
the general public's requests. Media professionals could use more
education about energy issues and problems, but they also tend to have
the same subject orientation they perceive in their audiences. This
means that the media may want and use the same publications the Energy
Administration produces for other purposes.

Instead of offering only Clearinghouse publications to the news
media, the Energy Administration should make an effort to use program
evaluation results, research and development reports, and energy fore-
casts and planning information as educational infonmation for news media
staff. In this way, although many of these publications would not lend
themselves to announcements of public availability, they might encourage
reporters to delve more deeply into energy as a state or local issue, and
might provide topics for investigative coverage by local reporters.

The author also recommended some changes in data collected
from the Clearinghouse Log Sheet (see Appendix A), and these changes
were initiated in 1981. Special codes are now used to tabulate contacts

from news and communication media professionals, using a code for news

56

media as occupation. In addition, special codes were added to tabulate
contacts resulting from each specific press release or media appearance.
In this way, responses to different outreach methods can be compared for
resulting Clearinghouse requests frumliichigan consumers. These changes
have made it possible to track each press release to see where, in
specific, it was used and to compare each press release with others.

In fact, the same coding regime has made it possible to count contacts
resulting from specific marketing strategies including appearances at
energy fairs, television or radio interviews, specific magazine or news-
paper articles, as well as the paid solar energy advertising and public
service announcements described in Chapter I. This system will eventu-
ally allow various means of outreach to be compared on a dollars-per-con-
tact basis, so that the most effective means can be used to stretch
available outreach funding.

Finally, the author recommended additional research to identify
media professionals' preferences for energy subjects, means of presenta-
tion, and methods for packaging both press releases and media educational
information. A thorough needs assessment is being conducted to investi-
gate specific energy information problem areas as perceived by reporters.

The Energy Administration should consider news and communication
media professionals as an important target group for energy information,
the same way they now consider homeowners or small business Operators
as important target groups. They should continue their function of
promoting energy conservation and renewable energy resources among
media professionals in the hope they will become better educated and
more motivated to report energy issues, and in the hope they will pass

more thorough and accurate energy information on to their audiences.

APPENDICES

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58

TABLE A-l

Clearinghouse Requests Per Meek from 1978 Through 1981

1200
1100
1000
900
800
700
600
500
400
300
200
100

79 L. ?9 /\ I\ l\

1209,

1100‘

1000
900
see
700
see
500
400
309
203
100

E'zmA A A A

 

 

Note: I\ s indicate weeks when press releases from the Clearinghouse were
distributed.

59

TABLE A-2
How did Patrons learn about the Clearinghouse Service?

 

 

 

Source of 1978 1979 1980 1981
Reference N % N % N % N %
Brochure

Poster 95 3.1% 313 3.2% 761 7.7% 795 11.8%
Press Release 94 3.1% 55 .6% 44 .4% 62 .9%
Newspaper/

Magazine 1182 39.0% 3183 32.8% 1068 10.8% 1586 23.5%
Television

Radio 54 1.8% 338 3.5% 407 4.1% 517 7.7%
School

College 114 3.8% 413 4.3% 328 3.3% 303 4.5%
Legislator 139 4.6% 527 5.4% 161 1.6% 41 .6%
Mich Energy

Admin 396 13.1% 898 9.2% 827 8.4% 445 8.4%
Commerce

Register 92 3.0% 153 1.6% 14 .1% 14 .2%
Other Energy

Program 98 3.2% 73 .6% 294 3.0% 484 7.2%
Coop Extension

Serv 64 2.1% 151 1.6% 121 1.2% 42 .6%
Public Util. 38 1.3% 518 5.3% 3152 31.8% 365 5.4%
Other

Organizations 92 3.0% 836 8.6% 856 8.6% 551 8.2%
Friends 124 4.1% 609 6.3% 658 6.6% 735 10.9%
Other

Source 450 14.8% 1648 17.0% 1210 12.2% 807 11.9%

Missing Cases 2793 Missing 6655 Missing 12,661 Missing 7990 Missing
Total 5825 100.0% 16,380 100.0% 22,562 100.0% 14,747 100.0%

News Media
Totals 1422 46.9% 3729 38.5% 1533 15.4% 2179 32.3%

 

 

60

APPENDIX B

Press Contact: 517-373-8290

N“ Immediate Release
Michi an De artment f
#lb‘ 9 p o Commerce

Energy Administration

LANSING, July 24 --- The amount of time a car can idle without
wasting gasoline probably is a lot less than most motorists think,
according to theIMichigan Department of Commerce's Energy Admini-
stration.

"An idling car can waste up to a gallon of gas an hour," said
Joann Neuroth, acting director of the Administration. "By limiting
idling time to 30 seconds, drivers can obtain maximum fuel efficiency."

"Many motorists believe that starting a car uses as much gas
as idling for 10 or 15 minutes,“ she said. "But studies show that
starting a warm engine uses only the fuel it would take to idle for
30-seconds."

The Energy Administration has several free publications dealing
with fuel efficiency, including gas mileage guides for new cars,
car-pooling guides and tips on alternative fuels. Also available
are more than 200 publications concerning energy conservation and
renewable energy resources.

For further information, call the Administration's toll-free
Energy Hotline, 1-800-292-4704, or write the Energy Clearinghouse,
P.0. Box 30228, Lansing 48909.

# # #
PR

61

APPENDIX C

Executive Office
Energy

Gov. William G. Milliken said today that the more than 1,500
solar energy systems installed by Michigan residents last year will
save an estimated 71 billion units of energy -- worth about $500,000
at current prices -- in their first year of operation.

According to the Energy Administration, an agency of the Michigan
Department of Commerce, the 1980-installed solar systems will save
about $17 million worth of energy over the next 20 years, the expected
service life of the systems.

"This is a significant saving in energy,“ Milliken said. "I
think it demonstrates that the money the State of Michigan invests
in the development of solar energy resources is well spent."

The State of Michigan provided about $1 million in tax credits
last year to encourage installation of solar energy systems. As
of August 1, 1,301 solar tax credits -- averaging $777 -- were
given for the 1,552 installations in 1980. The number of instal-
lations exceeds the number of credits because some applicants
installed multiple systems under a single tax credit application.

The credits ranged from $25 to $1,700, the maximum allowed in
1980. About 10 percent of the applicants qualified for the maximum
credit. In 1981, applicants will be eligible for a maximum of $1,200:
a 20 percent credit for the first $2,000 of costs and an additional
10 percent credit for the cost between $2,000 and $10,000.

The credits are available for all renewable energy systems,
including active and passive solar, wind, groundwater heat-pump, and
low-head hydro when installed to provide heating, cooling or elec-
tricity to a Michigan residence.

The 1980 credits went toward installation of 1,028 space heating
systems, 467 water heating systems and 57 electric generating systems.
These systems will annuall¥ save an estimated 25 million cubic feet
of natural gas, 129,000 ga lons of heating oil, 2,800 tons of coal,
and 85,000 gallons of pr0pane. Michigan currently imports from 80
to 100 percent of these fuels.

It is estimated that residents installing the sytems last year
spent about $1 million for labor and $5 million for equipment. An
Energy Administration survey shows that about 45% of the systems
were do-it-yourself projects built from materials purchased from
Michigan hardware suppliers and small businesses. About half of
the manufacturers who built the remaining commercially-available
systems are Michigan-based.

mo re

62

Energy 2

Residents in 80 of the state's 83 counties have installed
solar systems and received tax credits since the program began
in 1979.

Michigan residents who would like to apply for energy tax
credits can request a free Energy Tax Credit information package
by writing the Energy Administration Clearinghouse, P.0. Box
30228, Lansing, Michigan 48909, or by calling the Energy Hotline
at 1-800-292-4704.

# # #

63
APPENDIX D

Press Contact: 517-373-8290

y“ Immediate Release
Michi an De rt
#¢‘ 9 pa ment of Commerce

Energy Administration

LANSING, June 9 --- Energy Administration officials today
reported that a river of used motor oil that would otherwise
flow into the ground in Michigan --- wasting energy and contamining
the landscape --- is being rechanneled into productive use through
recycling.

At a news conference in a parking lot at the State Capitol,
Acting Energy Director Joann Neuroth poured a sample of the used
oil into a collection tank and announced the start of a statewide
program to collect the oil before it gets into the ground. Fifteen
Michigan counties already have set up a used oil collection network
at more than 400 collection points, she said.

"Millions of gallons of used motor oil are dumped every every
year by backyard mechanics and others, often into the ground or
city landfills, where it becomes an environmental problem rather
than an energy resource,“ Neuroth commented.

To stop that waste, the West Michigan Environmental Action
Council, under contract to the Energy Administration, is working
to develop collection points in interested counties in the state.

The collection points generally are service stations, auto repair
shops, retail stores and auto dealerships.

The used oil being recovered in the program is picked up at
the collection points by commerical firms which recycle it for
reuse.

According to Representative Mary Brown, who sponsored the state's
Used Oil Recycling Act, "the recovered oil can be reprocessed and used
as a fuel supplement, it can be re-refined into high-quality lubricants,
or it can be used to manufacture other petroleum-based products.
Lubricating oils never really wear out, they just get dirty."

Noting that a local Ingham County project is among the 15 operating
programs, Rep. Debbie Stabenow observed, "a 42-gallon barrel of oil
yields about 2% quarts of motor oil. But a gallon of used oil can be
re-refined to produce the same amount of lubricating oil."

more

64

"This is the largest volunteer recycling effort ever undertaken
in Michigan," said Dr. Adger Carroll, assistant director of Michigan
State University's Cooperative Extension Service, which is sponsoring
many of the county programs. More than 30 organizations and volunteer
groups have participated in the project so far, he said.

Collection points in 27 additional counties are expected to be
Operational by September, said David Jasperse, program coordinator
for the Western Michigan Enviromiental Action Council (WIEAC).

Residents of the participating counties --- Barry, Benzie, Calhoun,
Emmet, Grand Traverse, Ingham, Kalamazoo, Kent, Macomb, Manistee, Mason,
Mecosta, Ottawa, Tuscola and Wayne --- can obtain a list of the recycling
centers in their area by calling the Energy Administration Clearinghouse
toll-free (1-800-292-4704) or WMEAC in Grand Rapids (616-451-3051).

# # #

65

MEDIA SURVEY

Staff Code (Initials) Contact Person

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

- Phone Position/Title
Zip Code Address
Date
Time Begun
Time Ended

 

Total Minutes
Number of Times Transferred
Name of newSpaper, radio or

TV station
1=newspaper

 

Type of Contact 2=radio

 

3=TV

 

4=newsletter

 

 

Circulation/Audience Size

 

If newspaper or newsletter:

 

l=daily Circulation
2=weekly

3=bi-weekly

4=monthly

 

Sector 1=commercial
2=college

3=association (e.g., labor union, League of
Women Voters, etc.)

66

Interviewer's Notes on the Contact:

 

 

 

 

 

 

 

 

 

 

"Hello, this is fit of the Energy
Administration, within Michigan Department of Commerce. May I
speak to the person in charge of energy infonmation?"

(Repeat first sentence above if transferred)

"We are currently in the process of trying to improve our service by
notifying most of the (newspapers, radio stations, TV stations) in
the State of Michigan. I would like to spend a few minutes talking
with you if I may, and ask you some questions, to find out some
specific infonmation about your newspaper and its handling of
energy-related topics. Do you have time now or would it be more
convenient for me to contact you at a different time? Everything
should only take about 5 minutes."

Time to contact later:

 

1. Have you ever heard of the Energy Administration?

1=yes (If “yes”, go to Question #2)
2=no (If "no", read paragraph A and B)

67

A. The Energy Administration is a state agency. It is designed to
bring energy conservation ideas and techniques to the public.
As part of our program we are currently operating an information
clearinghouse, a service which is made available to the public
through a toll-free telephone hotline.

Question #2: "Do you recall having received any press releases from

B.

the Energy Administration?"

1=yes (If "no" read paragraph 8 and then move on to
Question #4)

2=no

”Until now, our main source of advertisement has been
through press releases from the Department of Commerce.
These have been going out to weekly and daily newspapers
and to TV and radio stations throughout the State of
Michigan. For example, whenever we publish a new brochure
or pamphlet, the Department of Commerce sends out an
announcement detailing the contents and information on

how to order the publication. In this way, we have logged
over 30,000 calls from Michigan residents. Unfortunately,
this system does not always function perfectly, so we are
looking for a way to ensure that the correct information
reaches the right place at the right time."

3. "Can you remember the last press release you received from us?"

 

Month

1=yes Comments:

 

2=no

 

If “yes", about what date was that?

 

 

Day Year

68

4. “What percentage does your (newspaper, radio station, TV station)
pick up its energy-related press releases by ?"

mail
wire

other (Explain)

 

 

 

5. ”Do energy-related press releases go to some other person or
persons at your paper/station?”

 

 

 

 

 

 

 

 

 

 

__ 1=yes
2=no
(If “yes“, list below: if any comments, write them on back of
page.)
NAME SECTION PHONE
A.
B.
C.

 

 

 

 

 

 

 

 

 

 

69

6. "In the future, we are considering sending our press releases
directly to the intended receivers. If we do decide to do
this, would you like us to send our press releases directly

to you?"

leyes
2=no

How should we address the envelope?

 

 

 

7. "When we send press releases, would you like us to include a
copy of each new publication together with the press release,

or would you prefer receiving only the press release?”

1=send copies

2=just press release

(If they want copies, please note the number desired.)

8. "At this time, what are your two or three best sources of energy
information?"
(Enumerate the responses)
1.

 

 

 

70

9. "Is there any specific kind of information which you or your
audience need or would like to see/hear?"

 

 

____ layes
2=no
If “yes": Contact Code from Log Sheet.
(Comments)

 

 

 

 

 

10. Would you like a sample package of our publications to keep on
hand?

1=yes

2=no

"Thank you very much for your time. It was nice talking with you.

I would just like to add that the Clearinghouse would like to be

of assistance with an energy-related questions you or your
(audience/subscribers) may have. We have a toll-free number that

can be called between 9:00 a.m. and 4:00 p.m., Monday through Friday.
It is 1-800-292-4704. We not only have information on energy conser-
vation and different types of renewable energy resources but also we
have information on heating assistance programs and tax credits.
Again, please remember the Clearinghouse and feel free to call our
toll-free number with any of your energy-related questions . . .“

71

TABLE E-l
Numbers and Titles of Respondents Interviewed by'Media Type

 

 

Respondent's Title or Position at Outlet N Percentage
Radio Stations

news director 98 63.6
news reporter 21 13.6

public service director 3 2.0
public service department, not director 6 4.0

program director 11 7.1
manager, general manager 15 9.7
Total 154 100.0

Television stations
news director or editor 21 72.4

news reporter 4 13.8
public service director 1 3.5
program director, manager, executive 3 10.5
Total 29 100.0
Daily Newspapers
editor 27 58.7
news reporter 4 8.7
managing editor 7 15.2
special editor (city, business, consumer, etc.) 8 17.4
Total 46 100.0
Weekly Newspapers
editor 163 70.0
news editor 22 9.6
news reporter 3 1.3
managing editor, manager 15 6.5
publisher 21 9.1
other (business manager, advisor, etc.) 6 2 6
Total 230 100.0
Other Media
editor 21 48.8
associated editor, assistant editor 14 32.6
other (director of information, etc.) 8 18.6

Total N 43. 7 _ 100.0

 

 

72

TABLE E-Z

Duration of Surveys in Minutes

 

 

 

Minutes N Percentage
2 or less 18 3.6%
3 or 4 139 27.7%
5 or 6 211 42.0%
7 or 8 83 16.5%
9 or 10 37 7.4%
More than 10 14 2.8%
Total 502 100.0%

 

 

73

TABLE E-3

Knowledge of the Energy Administration by Media Type

 

 

Had respondent heard of the Energy Administration?

 

Type
of YES NO
Media N Percentage N Percentage
Radio Stations 110 71.4% 44 28.6%
Television
Stations 23 79.3% 6 20.7%

Daily

Newspapers 36 78.3% 10 21.7%
WEekly

Newspapers 158 69.0% 71 31.0%
Other Media 21 48.8% 22 51.2%

Total 348 69.5% 153 30.5%

 

 

74

TABLE E-4

Receipt of Energy Administration Press Releases by'Media Type

 

 

Did respondent recall receiving press releases
from the Energy Administration?

 

Type
of YES NO
Media N Percentage N Percentage
Radio Stations 64 41.6% 90 58.4%
Television
Stations 11 37.9% 18 62.1%

Daily

Newspapers 17 37.0% 29 63.0%
Weekly

Newspapers 89 38.9% 140 61.1%
Other'Media 11 25.6% 32 74.4%

Total 192 38.3% 309 61.7%

 

 

75

TABLE E-5

Recall of Most Recent Energy Administration Press Release by Media Type

 

 

Did respondent recall receiving the latest
press release from the Energy Administration?

 

Type
of YES NO
Media N Percentage N Percentage
Radio Stations 7 4.5% 147 95.5%
Television
Stations 2 6.9% 27 93.1%

Daily

Newspapers 2 4.3% 44 95.7%
Weekly

Newspapers 11 4.8% 218 95.2%
Other Media 1 2.3% 42 97.8%

Total 23 4.6% 478 95.4%

 

 

76

TABLE E-6

Do Energy-Related Press Releases Go to Some Other Person
or Persons at Your Paper/Station?

 

 

 

 

 

Yes No
N Percentage N Percentage
159 31.7% 343 68.3%
TABLE E-7

Respondents Listing Other Sections

 

 

 

Number
of N Percentage
Sections

1 130 87.8%

2 15 10.1%

3 2 1.4%

4 1 .2%

Total 148 100.0%

 

 

77

TABLE E-B
Comparison of Media Type
To Receiving Energy Press Releases by Mail

 

 

Percentage of Information
Received by Mail

 

Type Low Medium High
of (0%) (1-89%) (90-100%)
Media N Percentage N Percentage N Percentage
Radio Stations 9 6.2 65 44.5 72 49.3
Television
Stations 1 4.0 14 56.0 10 40.0
Daily 2 4.5 18 40.9 24 54.5
Newspapers
Weekly 5 2.2 23 10.2 198 87.6
Newspapers
Other'Media 13 31.0 6 14.3 23 54.8
Total 30 6.2 126 26.1 327 67.7

 

 

To Receiving Energy Press Releases by Wire Service

78

TABLE E-9

Comparison of Media Type

 

 

Percentage of Information
Received by Wire Service

 

Type Low Medium High
of (0%) (1-89%) (90-100%)
Media N Percentage N Percentage N Percentage
Radio Stations 88 60.3% 23 15.8% 35 24.0%
Television
Stations 11 44.0% 8 32.0% 6 24.0%
Daily
Newspapers 23 52.3% 9 20.5% 12 27.3%
Weekly
Newspapers 223 98.7% 2 0.9% 1 0.4%
Other Media 41 97.6% 1 2.4% O 0.0%
Total 386 79.9% 43 8.9% 54 11.2%

 

 

To

Comparison of Media Type

79

TABLE E-IO

Receiving Energy Press Releases by 0ther*Means

 

 

Percentage of Information
Received by Other Means

 

Type Low High
of (0%) (1-100%)
Media N Percentage N Percentage
Radio Stations 96 65.8% 50 34.2%
Television
Stations 14 56.0% 11 44.0%
Daily
Newspapers 34 77.3% 10 22.7%
Weekly
Newspapers 168 74.3% 58 25.7%
Other’Media 30 71.4% 12 28.6%
Total 342 70.8% 141 29.2%

 

 

80

TABLE E-Il

Respondents asking for Press Releases Mailed Directly to

Them by Media Type

 

 

Should press releases be mailed direct?

 

Type
of Yes No
Media N Percentage N Percentage
Radio Stations 114 74.0% 40 26.0%
Television
Stations 24 88.9% 3 11.1%

Daily

Newspapers 28 60.9% 18 39.1%
Weekly

Newspapers 126 57.0% 95 43.0%
Other'Media 20 58.8% 14 41.2%

Total

312 64.7% 170 35.3%

 

 

81

TABLE E-IZ

Respondents Requesting Background Information
or Publications with Press Releases

 

 

Should background infonmation be included?

 

Type
of Yes No
Media N Percentage N Percentage
Radio Stations 117 76.5% 36 23.5%
Television
Stations 26 96.3% 1 3.7%

Daily

Newspapers 41 89.1% 5 10.9%
Weekly

Newspapers 185 83.3% 37 16.7%
Other'Media 30 90.9% 3 9.1%

Total 399 83.0% 82 17.0%

 

 

82

TABLE E-13

Did Respondents Request Specific Energy Information?

 

 

 

 

 

Yes No
N Percentage N Percentage
211 42.0% 291 58.0%
TABLE E-14

Did Respondents Request a Sample Package of Energy Information?

 

 

Yes No
N Percentage N Percentage

 

470 93.6% 32 6.4%

 

 

Energy Infonnation Sources Named

83

TABLE E-15

 

 

First Source

Second Source

Third Source

 

 

 

N Percentage N Percentage N Percentage
Sources
Named
Mail, Other
Source 33 6.6% 26 5.2% 8 1.6%
Utilities 78 15.5% 61 12.2% 19 3.8%
U.S DOE 52 10.4% 34 6.8% 7 1.4%
Energy
Admin. 31 6.2% 9 1.8% 7 1.4%
CES 27 5.4% 21 4.2% 5 1.0%
Other State
Agency 13 2.6% 12 2.4% 5 1.0%
Univ. or
Coll. 18 3.6% 9 1.8% 7 1.4%
Energy
Corp. 1 0.2% 6 1.2% 0 0.0%
Other News
Media 70 13.9% 40 8.0% 8 1.6%
Local
Source 69 13.7% 39 7.8% 17 3.4%
Blank: No
Source 110 21.9% 245 48.8% 419 83.5%
Total* 502 100.0% 502 100.2% 502 100.1%
* Note: Percentages may not total 100 because of rounding.

84

TABLE E-16

Comparison of Media Type to Sources of Energy Information

 

 

Type of Media

Radio TV Daily Weekly Other Total
Papers Papers Media
(n=154) (n=29) (n=46) (n=230) (n=43) (n=502)
N (%) N (%) N (%) N (%) N (%) N (%)
Sources
Named

 

Mail, Other
Source 14(9.1%) 4(13.8%) 8(17.4%) 37(16.1%) 4(9.3%) 67(13.3%)

Utilities 46(29.9%) 8(27.6%) 18(39.1%) 80(34.8%) 6(14.0%) 158(31.5%)
U.S DOE 50(32.5%) 7(24.1%) 9(19.6%) 21(9.1%) 6(14.0%) 93(18.5%)

Energy
Admin. 5(3.2%) 2(6.9%) 5(10.9%) 34(14.8%) 1(2.3%) 47(9.4%)
CES 20(13.0%) 2(6.9%) 6(13.0%) 18(7.8%) 7(16.3%) 53(10.6%)

Other State
Agency 9(5.8%) 3(10.3%) 6(13.0%) 10(4.3%) 2(4.7%) 30(6.0%)

Univ. or
Coll. 12(7.8%) 1(3.4%) 6(13.0%) 11(4.8%) 4(9.3%) 34(6.8%)

Energy
Corp. 2(1.3%) 3(10.3%) 1(2.2%) 4(1.7%) 3(7.0%) 13(2.6%)

Other News
Media 73(47.4%) 8(27.6%) 9(19.6%) 23(10.0%) 5(11.6%) 118(23.5%)

Local
Source 32(20.8%) 11(37.9%) 16(34.8%) 56(24.3%) 10(23.3%) 125(24.9%)

Blank: No
Source 199(129.2) 38(131.0%) 54(117.4%) 396(172.2%) 81(188.4%) 768(153.0%)

 

 

Totals equal 300% since each outlet was allotted three possible responses.\

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85

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TIHITHIWHHIHHIWIJITILUIILHHIIIIHIHIH

3 1