After conducting "focus groups, a phone survey, an online survey" and other public opinion research [3], the PR firm ecoAmerica released a report [4] on effective talking points "for speaking with the American public about energy climate change, climate solutions, renewable energy and carbon based fuels." As the New York Times [5] noted previously, ecoAmerica's "research directly parallels marketing studies conducted by oil companies, utilities and coal mining concerns that are trying to 'green' their images [6]." The difference is that ecoAmerica and the Natural Resources Defense Council [7], which helped fund the report, are trying to promote environmentally-friendly policies. EcoAmerica's report suggests using the phrase "our deteriorating atmosphere," instead of "global warming [8]" or "climate crisis," to appeal to "environmental agnostics." It's also critical of the phrase "cap-and-trade [9]," floating "Clean Energy Dividend," "Clean Energy Cash-Back," "Pollution Penalty" or "Pollution Reduction Refund" as alternatives. "Stay away from debating weather ... science or specific policies," the report cautions. Instead, use "values-oriented language," appealing to "American exceptionalism, American ingenuity," energy independence, jobs and "freedom."