Powering Through: Community Support & Communication in Prolonged Outages

Outage communications would rank at the top of the competencies list for any high-performing utility communicator. While utilities never want their customers to experience a prolonged power disruption, you must plan for them. Some seasoned professionals will simply press the “play” button to rinse and repeat the outage playbook. However, beyond the obvious reasons to get this skill “right,” additional considerations would prompt taking a fresh look at the importance of effective communication and community support during an extended outage.

Managing Customer Satisfaction & Expectations

Utilities have always faced the challenge of managing customer expectations during power outages. However, times have changed. Severe weather events causing prolonged outages are more frequent and severe. Electricity powers modern life, and our connected lives depend on a stable, consistent power supply, whether for families, large commercial entities, remote work, schools, or hospitals.

Equally important, customer expectations have evolved. Consumers expect a quick resolution to a problem – including power outages. They may not have the patience to consider extenuating circumstances that go into power restoration efforts caused by downed trees, hard-to-reach substations, treacherous weather, or safety conditions. Between social media and access to unlimited communication channels, there is a heightened awareness of what others are experiencing. Misinformation can spread quickly, complicating the situation even more.

That’s why utilities must manage expectations and customer satisfaction before and during prolonged blackouts. Outages affect business continuity, critical services, and public safety. Accurate and effective communication can be a lifeline during a stressful period and builds trust and confidence that can endure long after the critical event has passed.

Consistency & Transparency

At the most basic level, customers need to know the cause of the outage, the impacted areas, estimated restoration time, and timely updates to make informed decisions. They want and deserve essential info. Transparent and accurate communication delivered through regular updates can reduce anxiety and prevent misinformation from spreading. This is especially important during lengthy outages, where tensions and uncertainty run high. Even if it’s not new information, regular communication shows that the utility is responsive to the community’s need for information. Updates also reinforce the impression that the utility is working to resolve the issue and recognizes the impact the outage has caused.

In addition to providing updates on restoration efforts, this is also an opportunity to deliver important safety information and other critical safety tips (i.e., using generators) to help utility customers manage the outage. Referencing local community resources, helplines, and assistance for vulnerable neighbors demonstrates empathy and an understanding of the severity of the situation and the utility’s interest in helping the community. This messaging helps build a positive relationship with customers and reinforces the utility’s role as a trusted community partner.
Simple and concise communication

It’s vital to use simple, direct language in outage messaging and avoid industry jargon that can confuse. Plain language enables everyone to understand the information being communicated. Using multiple communication channels to reach impacted audiences ensures that the community is updated on restoration efforts. Text messages, email, phone updates, the utility website, outage maps, social media posts, and partnerships with local radio stations and non-profit organizations can expand the reach of the messages. Fostering relationships with local media and non-profits can enhance communication efforts during times of crisis. In addition to proactive communication, utility channels should allow customers to stay updated, report issues, and provide feedback.

One of the most critical aspects of effective outage communication is providing a realistic estimate of when power will be restored, regardless of whether the timeframes are lengthened. Empathy is key. Throughout the communication, acknowledge the reality of the situation and express concern for the community’s well-being. Time and again, it’s not always what you say that is remembered; it’s what your audience hears and how you make people feel.

Actions Speak Louder Than Words

Where possible, leading up to a potentially prolonged outage, provide information on what the utility is doing to prepare, like enlisting mutual aid, preparing trucks, adding additional equipment, or calling in extra staff. Demonstrate to your customers that you’re working in advance to minimize the situation’s potential impact. Show your customers you’re actively working on the problem during the outage. After the blackout, thank your customers for their help, consideration, and patience. Acknowledge their role in supporting your utility’s efforts through their local reporting of issues and their supportive calls, emails, and social posts. Expressing gratitude to your customers fosters goodwill and can strengthen your long-term relationship with them.

• Featured Photo by Mark Dill, Apprentice Lineman, Beauregard Electric Cooperative