On the latest episode of The A100, OnWrd & UpWrd co-hosts Colleen Gallagher and Christine Stay talk with Frank Caliva, national spokesperson for the Retail Energy Supply Association (RESA). Frank is also the president of P.R. Quinlan, a B2B consulting firm focused on retail energy policy. 
“How can you communicate the most important messages and do it the most effective way possible,” Frank shares. “That’s what our job is and that’s what we’re trying to do is make people care about something in the right way, for the right moment, to do the thing we need them to do while also recognizing they have competing interests and obligations and things they care about.”
Delving into his role as a national spokesperson, Frank provides valuable insights on engaging with state-focused journalists, delivering testimony to state legislatures, and crafting messaging for consumers and mass market audiences via social media, blogs, and other channels.
The discussion takes an intriguing turn, exploring the challenges of balancing the interests of individual association members while representing the industry as a whole. Frank highlights the importance of building consensus within RESA to articulate a unified organizational stance, distinct from the opinions of individual members. 
On the preparation, cool factor and nerves that come with the opportunity to testify before a state legislature, Frank shares, “I think you need to be a little bit scared before you speak in public on a serious topic.” Be confident in your position, while staying flexible and consistent in messaging. He emphasizes the significance of obtaining buy-in from internal stakeholders to ensure a cohesive voice for the organization.
Navigating state-specific issues in 14 markets, Frank reveals the necessity of being swiftly informed on regional nuances to represent RESA effectively.
He also candidly shares an invaluable lesson—understanding that the audience may not be as invested in communications as the communicator themselves, stressing the importance of crafting messages that resonate and inspire action.
So what does success look like for a national spokesperson? While setting reasonable expectations, Frank believes success lies in delivering key messages to the right people at the right time ensuring RESA is the go-to-source for industry news.
Be sure to catch this episode for an illuminating conversation on association communications, industry representation and the strategic challenges faced by a national spokesperson.
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