As deregulation starts taking a foothold in the utility industry, the PR needs of utility companies are starting to change.
While in many areas of the country, most consumers and businesses have only one choice when it comes to energy, some small pockets of the country are permitting all customers to choose their energy suppliers, much as large businesses have done for several years.
So, PR strategies of the affected companies are changing as well. "We've totally revamped our public relations department since deregulation," says Neal Johnson, public affairs representative for Peoria, Ill.-based CILCO, which piloted a deregulation program in 1992, long before the law went into effect in 1997.
Deregulation is occurring at different rates in different states, and even within different regions within a state. For example, while Peoria has deregulation that extends to large and small businesses alike, the Chicago area has yet to go that far. Johnson expects all utilities to follow similar PR changes as deregulation continues to develop, with more customer-friendly information resources and more community involvement.
CILCO has revamped its Web site (http://www.cilco.com) four times in the last couple of years, with each revision designed to make the site more user friendly.
The Web site now includes a plethora of billing information and the ability to pay bills online. Several studies show that online bill payment is a major element in customer retention in industries like power, telecommunications and banking, which all tend to have monthly statements. And customer retention is the focus of the heightened PR efforts at CILCO, Johnson says.
In addition to the upgraded Web site, the company has added lobbyists to keep in better touch with legislators and has brought its PR efforts more into the community. Hence the slogan: "Energy you need from people you know."
During community outreach programs, CILCO PR and other company officials attempt to discover a community's most important needs, then design programs to address those issues.
In addition to one-on-one meetings, CILCO sponsors a number of community events, including a fishing derby, a minor league baseball night, various music events and a golf outing.
The company launched a monthly newsletter last October, with "articles pertinent to the business sector, community leaders and utility industry."
The four-page newsletter, distributed to community leaders, includes a place for the reader to list top energy concerns and to request a company representative as a speaker. The newsletter also is available via CILCO's Web site.
The company's speakers bureau is available to everyone, not just community leaders. Speakers discuss subjects ranging from deregulation to safety to the production of electricity.
CILCO is funding a scholarship and mentoring program in partnership with Peoria Manual High School and Illinois Central College in East Peoria, with scholarships available for 15 to 20 students.
CILCO ambassadors, employees and retirees who volunteer help facilitate special events within the community.
Duties range from packet stuffing to cooking to setup of equipment at various community events.
Ambassadors also assist at CILCO-sponsored events including environmental displays and "Safety Town" demonstrations. "We've also conducted a number of one-on-one surveys - typical public relations stuff," Johnson says.
Though these are in many ways typical public relations programs for most companies, for utilities with entrenched customers, this has been somewhat new territory. (CILCO, Neal Johnson/309-677-5516)