What Are Your 2020 PR Goals for Your Utility?
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- Dec 3, 2019 8:33 pm GMT
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Not too long ago I wrote about how it was time to evaluate how your utility did in terms of public relations in 2019.
And now it’s time to consider what you hope to accomplish in 2020.
While “media coverage” is likely a main goal — and it should be — there’s much more to the job.
Your key goal for 2020 should be getting your message out via that coverage. While every utility will have a somewhat different message to spread, there will be a lot of similarities.
For example, you’ll want to demonstrate that you’re a reliable provider of power and that you go above and beyond when weather-related outages occur. You’ll also want to showcase your efforts toward using more clean energy. Being a good community citizen is important which can, in part, be accomplished by being a consumer research for education and energy saving programs. And if you’re publicly traded, you need to show that you provide good shareholder value.
How do you accomplish that?
For one thing, stay on point. Choose a few themes for 2020 and hammer them home all year long. Try to include them, if possible, on all information you release throughout the year.
Next, review your media lists carefully. It’s good to cast a wide net, but focus on outlets that have covered you before — or might have some reason to do so. And aside from picking the right outlets, make sure you’re targeting the right person. Journalists frequently switch beats or move to different outlets, so you don’t want to be sending emails to defunct accounts or someone now covering local schools.
When you do receive media coverage, repurpose it. Sounds simple, but plenty of my former PR clients didn’t know to post hits on their website or include links on social media. Otherwise, it’s akin to the question about whether a tree falling in the forest when nobody’s around makes a sound. Let people know about your successes.
And good luck in 2020.