Image is all: Deregulation, restructuring and reputation in the natural gas industry
Does image affect how one views his local utility company--or energy supplier? Does one value his utility companies more if one sees a lot of image advertising and public relations stories about community involvement, environmental action and charitable work? Or does one view utilities as faceless and anonymous entities that provide necessary services one thinks little about until there`s a problem? And, more important, what is the role of utility image in an era of deregulation, as companies begin a new scramble for customers? To find an answer to these questions, American Gas and Christopher Bonner Consultants conducted a survey of A.G.A. member companies to learn what, if anything, utility companies are doing in the areas of image assessment and change. The survey was sent to more than 200 A.G.A. member companies; written responses were received from 35. In addition, 13 follow-up telephone interviews were conducted, including four with companies that had not responded in writing. The picture that emerges if of an industry that is starting to pay greater and greater attention to image. And, as utilities reorganize and redefine themselves, they are also reexamining the ways they communicate with key audiences, including employees, customers, legislators, the financial community and the news media.
- OSTI ID:
- 536524
- Journal Information:
- American Gas, Vol. 79, Issue 8; Other Information: PBD: Sep 1997
- Country of Publication:
- United States
- Language:
- English
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