The Utility Industry Is Rebranding Itself: PR Ploy or Serious Attempt to Connect With Customers?

Utilities are often criticized for not connecting deeply enough with their customers. In a world where choice is becoming more important — turning ratepayers into dynamic consumers — power companies need to offer a wider range of services and communications outlets.

One way to better connect: Use more consumer-friendly language.

According to a report in the Huffington Post this week, the Edison Electric Institute recently hired a marketing expert to help member companies hone their messaging.

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