[image-caption title="A%20new%20guidebook%20from%20NRECA%20provides%20practical%20tips%20on%20communicating%20with%20members%20about%20electricity%20costs%20and%20affordability.%20(Photo%20By%3A%20Alexis%20Matsui)%20" description="%20" image="%2Fnews%2FPublishingImages%2FCoServ_Solar65.jpg" /]
Amid rising costs for utilities, a new NRECA handbook can help electric cooperatives effectively communicate with their consumer-members on electric rates and affordability.
The language strategy, part of NRECA’s Co-op Lexicon Project, stems from research that consulting firm maslansky + partners conducted on behalf of NRECA. The firm gathered input from hundreds of co-op consumer-members on what messages are most effective when talking about higher costs, affordability and infrastructure investments.
Key takeaways include focusing on consumers’ perspectives when discussing rising electric bills. Co-ops should also recognize their responsibility to address those challenges, even if the source of cost increases, such as supply chain challenges and inflation, are outside of their control.
The report was formally unveiled Jan. 13 at CEO Close-Up in Palm Desert, California.
“Electric cooperatives are operating in a dynamic environment where demand and operational costs continue to rise, yet popular trust in institutions continues to fall,” said Stephen Bell, NRECA’s senior vice president of Communications. “How co-ops communicate in this environment matters greatly.”
The study lists several principles for effective communication on rate changes, including:
Empathy before education: Acknowledge customers’ feelings and emphasize what’s important to them.
Take responsibility: Co-ops may not be directly responsible for rising costs, but their messaging should center on what they are doing to control costs and how they’ll ensure the energy system keeps up with demand.
Focus on solutions: Speak to what co-ops are doing to improve efficiency and lower costs rather than discuss the cause of higher expenses.
The new lexicon guide also encourages co-ops to offer information on their structure and function, including that co-ops are not-for-profit organizations governed and owned by the people they serve.
The research involved online listening sessions with dozens of consumer-members to get their perspectives. In addition, maslansky + partners surveyed 500 members across the country on their perceptions around increasing costs and affordability and the persuasiveness of certain messages.
The research subjects represented a mix of geographic regions and political affiliations and ranged in age from 18 to 75.
“Conversations about costs and affordability are critical,” Bell said. “We look forward to working with our members to implement findings from this research over the coming months.”
