An industry equipped for the challenge
If you’re binge-watching “Tiger King” on Netflix or staying connected with your co-workers via Zoom during this period of national sheltering in place, you can thank the resiliency of electric utilities.
In fact, there potentially isn’t a better equipped sector of our economy for this crisis than this industry. Each year, countless utilities navigate crisis after crisis, ranging from service outages stemming from storms and wildfires to a constant vigilance against cyberthreats aimed at undermining our nation’s power grid.
This doesn’t mean they’re not confronted with unprecedented challenges and hardships. Everyone is susceptible to the threat of COVID-19, and workers are taking the necessary precautions to keep themselves safe while also honoring their commitment to keep the lights on – and Netflix running – for all of us.
In rural communities across the country, local electric cooperatives serve as essential social and economic anchors. They’re leaders in their cities and towns, providing security, stability and service for millions of Americans. In world where “shelter in place” and “social distancing” have become part of our daily vernacular, how can these utilities stay engaged with those they serve.
There are three things utilities can do right now to remain connected to their communities during this uncertain time:
Demonstrate control – Utilities across the country have planned and prepared for disasters the average person would never think of, and COVID-19 is no exception. Local electric cooperatives are putting plans in place to ensure the reliable flow of power to keep kids connected to teachers at home and hospitals powered by the technology needed to defeat this virus. In these anxious times, people want to know what’s being done to keep things as normal as possible. As such, share what is appropriate about your pandemic plan and regularly share how your team is doing its part to help your community get through this.
Deploy technology – Social distancing is a key tool in our toolbox to defeat COVID-19, but it also robs us of that personal connection that defines us. We are a social people, and this separation makes it difficult to do everything from visit with loved ones to conduct business. For utilities, this means updating a county commissioner on an economic development opportunity or engaging with interested property owner on a proposed power line project. In this new normal, it’s important to turn to technology to remain as engaged as possible. Consider sharing informative emails with local elected and business leaders. Craft landing pages or microsites to share relevant content around projects or initiatives. Use social media to share updates with customers. Lean on SMS (short message service) to provide instant news to more people. It’s not perfect, but the resources exist that can bridge the distance in social distancing.
Define new ways to serve – Local electric cooperatives have long been pillars in their communities, setting up foundations to support charitable causes and having its staff volunteer for a variety of projects. Given today’s challenges, consider how your utility can give back to help your customers. Whether it’s through the use of your charitable foundation to boost support for local non-profits to finding innovative ways to help those who are facing food insecurity, think of ways to provide relief and care that go beyond the provision of electric service. It could be as simple as helping to get groceries delivered to members who are unable to travel for health reasons. Every little bit counts, and these little gestures of kindness can mean so much for those in need.
