Question

Topic: Branding

Brand Impact To Engage Customers In Politics

Posted by cherylf on 3/13/2012 at 1:04 PM ET 25 Points
Our lobbyist has asked us if PR would be willing to engage our customers to actively support us in a political lobbying effort. We are a privately held and operated rural public utility. The issues are extremely complex. Question: Does a customer care whether WE serve them or just that they get served affordably by some public utility? How would a request for participation like this impact our brand image?
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RESPONSES

  • Posted by CarolBlaha on 3/13/2012 at 1:08 PM Accepted
    Customers do care who serves them, if the provider gives them a reason why to choose them. That is what your message should be-- the value you add and why it's important.
  • Posted by cherylf on 3/13/2012 at 1:14 PM Author
    Thank you CarolBlaha. Would you, hypotheticaly speaking, go to speak to the senate in Sacramento to save your local wireline service provider if you had no alternate access to wireless service at home?
  • Posted by CarolBlaha on 3/13/2012 at 1:20 PM Accepted
    Of course I would. No wireless is like being back in the stone age. I have worked in areas without wireless. Its not just about the people in thoese areas, its also about others that serve them.
  • Posted on 3/13/2012 at 3:45 PM Accepted
    Not knowing all of the components of the challenge, I do know that many are not pleased to see their power company (for example) using money that is paid by the consumer for electricity or natural gas being used to support their own (power company's) causes. However, if you are lobbying to save wireless, I would agree with Carol that your customers should be pleased that you're "going to bat" for them.

    Good Luck!

    CVN
  • Posted by cherylf on 3/13/2012 at 4:54 PM Author
    Thank you for your response and encouragement, CVN. I agree with customers appreciating us going to bat for them, and NOT going to bat for us to support our own cause. Think this has a balance of both as in all politically charged issues.
  • Posted by CarolBlaha on 3/13/2012 at 5:58 PM Accepted
    THe reality is of course that all power companies use their funds to promote themselves and their own causes. But you have a lobbyist and follow their lead, they know how to walk the line.
  • Posted by cherylf on 3/13/2012 at 8:21 PM Author
    I very much appreciate your time and thoughts in response to this request! Thank you for engaging in this conversation with me.
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