April 30, 2000

Bush Better Clean Up Message On Environment
By Tom Bevan

The irony of the environmental issue is that the public likes to think of themselves as environmentally aware - but concerns about the environment rarely get people to pull the lever. Voters are motivated by that which strikes closest to pocketbook: the economy, education, medicare, and welfare. However, most voters want (even expect) candidates to declare their support for clean air and clean water. So while focusing on the environment as a central campaign issue won't win you the election, being perceived as indifferent to the environmental concerns may cause some voters to defect or stay home. And in this election, with the Gore and Bush looking more and more alike each day on education and a host of other issues, having a decent (and defensible) record on the environment is a valuable asset.

Last week provided a good example of the contrast between the styles - and communications - of the presidential candidates on the environment. Al Gore went straight into the jaws of the pollution beast in Detroit and declared criticisms of him as an environmental extremist a "badge of honor". Meanwhile, Governor Bush's campaign issued a statement saying, "The United States is entering a new era of environmental policy that requires a new philosophy of public stewardship and personal responsibility."

To the average voter, this seems to communicate that Al Gore cares about the environment and George W. is in the pocket of big business. Furthermore, statistics being played up in the main stream press ("Houston surpassed Los Angeles as the most polluted city in America) make Bush more vulnerable to being framed as a friend to polluters.  

This is not to say Bush should rush out with a $20 billion environmental plan and demagogue the issue. But he should forcefully state his support of a clean environment and then vigorously defend his record in Texas to the best of his ability with succinct messages that are easily digested by the public. And while most reasonable people will agree with Bush that "economic prosperity and environmental protection can and must go hand in hand," Bush will have to be more concise and more vocal to prevent this issue from cutting very deep.