Public utilities provide essential services, yet they often struggle with public perception. When issues arise—such as rate increases, service disruptions, or environmental concerns—clear utility communication is crucial. A well-informed community is more likely to trust its utility provider.
In this article, we’ll explore why public perception matters, common challenges, and strategies utilities can use to improve communication and build trust.
Why Public Perception Matters
Public perception directly impacts a utility’s reputation, funding opportunities, and ability to implement changes. When people trust their water, gas, or electricity provider, they are more likely to support necessary rate adjustments and infrastructure projects.
On the other hand, poor communication can lead to misunderstandings, frustration, and even legal challenges. Customers expect transparency, especially in an era where information spreads quickly.
Common Communication Challenges for Utilities
Many public utilities face similar hurdles in communication. Here are a few common ones:
1. Technical Jargon
Utilities often deal with complex topics like infrastructure upgrades, regulatory changes, and emergency responses. However, using technical terms can confuse the public.
2. Lack of Proactive Communication
Many utilities communicate only when there’s a problem. This reactive approach can make customers feel left in the dark.
3. Social Media Misinformation
False or misleading information spreads quickly online. Without a strong presence, utilities may struggle to correct misconceptions.
4. Customer Distrust
Past service issues, billing problems, or environmental concerns can damage trust. Without clear messaging, these issues can linger in the public’s mind.
How Utilities Can Improve Communication
Improving public perception starts with strong, transparent communication. Here are key strategies to help utilities connect with their communities.
1. Use Clear and Simple Language
Avoid jargon and technical explanations. Instead, use simple words that everyone can understand. For example, instead of saying, “We are conducting hydrant flushing to remove sediment accumulation,” say, “We are flushing hydrants to keep your water clean and safe.”
2. Be Proactive, Not Reactive
Waiting until there’s a crisis to communicate is a mistake. Instead, utilities should regularly update customers about projects, potential disruptions, and improvements.
For example, if a rate increase is necessary, explain why well in advance. Share how the funds will be used and the benefits customers will see.
3. Engage on Social Media
Social media is one of the fastest ways to reach customers. It’s also a place where misinformation can spread. Utilities should actively post updates, respond to questions, and correct false claims.
Platforms like Facebook, X (formerly Twitter), and Nextdoor are great for engaging with local communities.
4. Build Trust Through Transparency
When making decisions that affect customers, be open about the process. Provide clear data, share reports, and allow public feedback.
For example, if a water quality issue arises, don’t just issue a vague statement. Instead, explain what happened, what is being done, and how customers can stay safe.
5. Offer Multiple Communication Channels
Not everyone gets their news the same way. Some prefer emails, others look at social media, and some rely on local news.
A strong communication strategy includes:
- Email newsletters
- Social media updates
- Website announcements
- Text message alerts
- Public meetings or webinars
6. Train Customer Service Teams
Your customer service team is often the first point of contact for the public. Ensuring they have clear, consistent messaging is key.
They should be trained to answer common questions, de-escalate conflicts, and guide customers to the right resources.
7. Highlight Positive Stories
Good news can shift public perception. Share success stories, community partnerships, and improvements.
For example, if your utility upgrades an aging pipeline, highlight how this prevents leaks and improves service.
8. Respond Quickly to Concerns
If a problem arises, address it promptly. A slow response can lead to frustration and negative media coverage.
Even if the full solution isn’t ready, an initial response should acknowledge the issue and outline next steps.
9. Involve the Community
People appreciate having a voice in decisions that impact them. Public forums, surveys, and Q&A sessions can help customers feel involved and valued.
10. Educate Customers About Utility Operations
Many people don’t fully understand how their utilities work. Providing educational content can improve trust.
Consider creating:
- Short videos explaining utility processes
- Infographics about rates and usage
- Blog posts answering common questions
Conclusion
Public utilities play a vital role in communities. However, without clear and proactive communication, misunderstandings and distrust can grow.
By using simple language, engaging with customers, and being transparent, utilities can strengthen their public image. A well-informed community is more likely to support the decisions and efforts of its utility provider.