Energy communicators have been working overtime. First the earthquake in Japan. Followed by ensuing issues at the Fukushima Daiichi nuclear plant. Then the East Coast was hit with an earthquake and Hurricane Irene.
How many companies encourage their customers to use LESS of their product? Utilities are in a unique position — a position that leads to interesting communications challenges.
Communicators know it is critical to define an issue early — before someone else does it for them. Once an issue has been publicly framed, and the public and the media have bought into that perspective, it can be very difficult to change. The debate over fracking is a perfect example.