Reputation strategy for the
energy industry
Milka Kortet, Finnish
Energy Industries
Positive results of the
present state analysis of
the industry’s reputation
• Energy industry is
considered important
and technically well
functioning
• Technical expertise in the
industry is trusted
• Security of supply is at a
high level
• The industry has gained
more publicity than
before
Negative results of the
present state analysis
• Stick-in-the-mud
• Conservative, greedy
• Part of a bloc
• Weak credibility
• Suspected non-functioning of
competition
www.energia.fi
Conclusions of the present state analysis
• Energy industry is an increasingly common topic in the
media. The public strategy must be made more
proactive and interactive.
• Conflict between the energy industry and society has
gained strength. Dialogue with customers and other
stakeholders must be developed.
• The poor reputation of the industry will not improve by
means of communication alone. Confidence must be
increased with practical measures.
Strategic reputation goals in the industry
Companies in the energy
industry
• as forerunners in
sustainable development
• as excellent providers of
customer service
• as credible energyefficiency players
Implementation requires operational changes and new
kind of communication
2010
2009
2011
2012–2015
Trend analysis of
sustainable
development
Improvement
of stakeholder
dialogue
Bold pilot projects on the
application of innovations
Round table
dialogue series
Stakeholder
dialogue based on
the vision
Road show to
meet the people
Forerunner in
sustainable
development
Distribution of best
practices
Rewarding of
forerunner companies
– climate deed of the
year
Renewable alternatives
promoted in company marketing
Development of an effective, industry-wide
process of data collection and distribution
Shared
communication
strategy for the
industry
Implementation of the vision
Continuous
communication focusing
on sustainable
development
July 28, 2017
POHJOISRANTA©2009 I Confidential
2009
2010
2011
2012–2015
Consumer survey of pricing and
testing the comprehensibility of
bills
Comprehensible
pricing
Monitoring of customer’s
supplier changes
New standard for fault
services for system
operators
Taking charge of field
meetings – training for
engineers
Competent and
pleasant service
POHJOISRANTA©2009 I Confidential
Initiative for
the
authorities
Investigation of
new e-services
Smooth switching of
suppliers
July 28, 2017
Excellent provider of
customer service
Instructions for
utilisation of
customer panels
Updating of
customer surveys
Improvement of
customer dialogue
2009
2010
Energy-efficiency
agreements
2011
2012–2015
ET environment/electricity research
pool to produce research information as
a basis for training and advice
Pilot project on the production of
advisory services together with the
local authority and service
providers
Joint development
project: Metering data
into a service
Commitment of the entire
industry to energy efficiency,
and common investment in
research and development
in energy efficiency
Training of energy
advisors
Energy efficiency to be
the spearhead of
advisory services
July 28, 2017
POHJOISRANTA©2009 I Confidential
Credible
energy-efficiency
player
Energy-efficiency into a
key theme in customer
communications
The role of ET and member companies 1/2
• ET offers a framework for shared reputation
management of the entire industry in the Maine project
– sub-projects offer forums/means/tools in support of
reaching reputation goals and development of
current practices
– carries out assessments of the development of the
industry’s reputation
– supports the implementation of reputation goals
with communications and stakeholder co-operation
concerning the entire industry
The role of ET and member companies 2/2
• The role of the member companies is
– commitment to common reputation goals and
linking them, e.g. to strategies, action plans,
remuneration systems, and development of
operations
– active participation, promotion of good practices,
and provision of feedback on the reputation project.
– appointment of reputation contact people