Tuesday, March 9, 2010, 8:33am PST | Modified: March 9, 2010, 10:47 AM

EPA ‘lost the messaging war’ (Portfolio.com)

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EPA Director Lisa P. Jackson

Lisa Jackson, who heads the Environmental Protection Agency, went to the National Press Club Monday to make the Obama administration’s case that environmental regulation, such as reducing carbon emissions, would be good for the economy.

The notion that America must choose between protecting the environment and growing the economy is a “false choice,” she said.

“Smart environmental protection creates jobs,” Jackson said.

It creates “a market for clean technology, and then drives innovation and invention—in other words, new products for that market,” she said.

Increased fuel efficiency standards for automobiles, for example, will lead to advanced battery technology and innovations in composite materials to make cars lighter, she said.

Once a price is put on carbon, investments in alternative energy development in the U.S. would increase, Jackson contended.

Read the full story in Portfolio.com.