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Repeat After Me: Repeating Your Messaging Vital to Your Utility

image credit: ID 97466870 © Thidarat Petprasom | Dreamstime.com

Don’t blame your utility’s public relations team if they come across as boring: That means they’re doing their job correctly.

Like any business, your utility need to develop messaging and incessantly promote it to get the points across.

You may think people may remember your messages, but you’d be surprised at how ignorant the public can be. That’s why Coke and Pepsi (not to mention dozens of household brands) continue to advertise, even though everyone knows all about their products and has well-defined preferences. You’ve got to stay top of mind.

Just ask anyone who works in customers relations for your utility.

They’ll probably tell you that a lot of your customers aren’t the sharpest knives in the drawer and can’t (or won’t) understand the most basic concepts.

That means they don’t understand their bills, no matter how often the information is explained. They constant call the wrong department. They might even call to complain about something that has nothing to do with you — like their water bill.

So, what can you do about?

Some people are helpless, but for others, it’s all about repetition. Provide the same information over and over again (sometimes using different language helps).

Have an information page on you webpage that includes general information, contacts and a FAQ page.  Include basic contact information on every page on your site.

Now let’s turn to general messaging. Again, beat people over the head with whatever you want to convey.

Devote website pages to it. Build ad campaigns around it. Use bill inserts to promote it. Have public relations campaigns revolve around it. If appropriate, send your community outreach teams to teach about it. And when you sponsor an event, be sure that your booth/table/display includes materials related to the message.

Granted, repetition isn’t the much exciting thing in the world and can be boring, so being creative can help, especially if the repetition ultimately works.

Andy Gotlieb's picture

Thank Andy for the Post!

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