Communicating More to Consume Less
Image by Scott Ballew
Energy
01.11.2012
In:
Energy / Infrastructure,
Public Relations,
Public Affairs
The concept of using less energy completely opposes the trends we see around us — iPad2, Android phones, 50-inch plasma televisions. Our cutting-edge devices are used more and more every day, and we need to prepare Americans’ energy grid for future demand. The logic is simple but not obvious to all consumers. If everyone uses less energy, energy providers reduce the need to generate more power — a costly enterprise that requires new plant construction and would raise energy prices at a faster rate.
Now is a critical time for energy communicators to emphasize the importance of energy efficiency. Customers need to know how they can take control of their energy use, and their energy bill.
California-based PG&E chose to tackle these issues and enrolled its customers to reduce and control energy use. A headlining banner on their homepage entitled “Control Your Energy” is dedicated to educating customers about making better energy decisions — showing exactly how much energy certain activities consume, and how much that costs the end-user. Customers are also encouraged to sign up for energy alerts, where their utility will call, text message or email them as they approach a peak energy time — where the customer should avoid using energy to prevent a higher bill.
Tools such as these are invaluable to consumers but will not impact energy usage without proper education. According to Chartwell, a researcher of utilities’ marketing and customer initiatives, over 70 percent of utility customers monitor their energy usage on a monthly basis. And customers are interested in seeing more real-time usage on a daily or weekly basis. However, a separate Chartwell study showed that most customers don’t know what a smart meter is — which is one way customers are able to monitor their usage. Energy communicators must continue efforts to bring the rest of us up-to-speed on smart grid technology. Empowering consumers to reduce their energy use means encouraging them to care about America’s energy future. Communicators in the energy industry should consider the following when starting an efficiency education campaign:
Drive conversation with customers. The energy industry is investing millions of dollars into building a smart grid, but the investment will only pay off with significant communication of what energy efficiency technology will achieve, and how consumers can use these tools to adjust their energy-using habits. Accomplish this through an online forum with a dedicated community manager to engage with customers.
Inspire your employees. The starting point for any education campaign is within your organization. An executive could host lunch-and-learns or an interactive webinar to kickoff the campaign and request company support and input. Your employees will be your best ambassadors.
Over 70 percent of utility customers monitor their energy usage on a monthly basis.
Mobilize your experts to educate others. Your employees and company are involved in the community, so take the opportunity to present your energy efficiency campaign. Develop a plan to conduct outreach and schedule presentations with organizations in different communities. Arm your speakers with an engaging presentation and talking points, a brief leave-behind document, and a list of potential questions and answers.
Without this education, energy efficiency will fail. Energy consumers need to understand how energy efficiency tools work and see tangible results of how these efforts will save money.
