Situation
Negative media coverage, regulatory challenges, and vocal opponents were all impacting PNM’s image in the community. As Director of Local Government and Community Relations, Amy was charged with creating a team that could identify key community stakeholders throughout New Mexico, build trust with those stakeholders, and increase the visibility of PNM.
Strategies
Amy led her statewide team to collaboratively work on a strategic plan that focused on building trust and putting a personal face to a large corporate entity. The strategy wasn’t to create new programs and campaigns but to capitalize on what was already occurring and help it make sense to the customer and broader community. Focus areas included serving on local community organizations including chambers of commerce, increasing communications on key issues including rising costs, environmental commitment and energy reliability, and highlighting the commitment the company made to New Mexico communities through its corporate giving and volunteer efforts. The team received training on public speaking, one-on-one personal engagement, and media relations. Informational pieces such as fact sheets and talking points were prepared on key issues that the team could use in the community and the team met every two weeks to discuss upcoming events, company issues and how to increase company visibility in a positive manner.
Results
JD Power results in the community engagement and environmental areas increased by more than 10 percent. Media coverage of local positive PNM stories increased and the community engagement team often received local area recognition, such as Community Volunteer of the Year awards.