The No. 1 utility challenge

 

THIS MONTH, THE TOP 11 HAVE COALESCED INTO A BIG TOP 1. There are numerous challenges facing electric utilities in the coming year, not the least of them being a federal election in which the outcome is anything but certain.

In discussions with utility executives, consultants and vendor partners over the course of 2011, it has become clear to me that there are certain "sophomoric" challenges ahead for even the most technologically forward-facing electric utilities. The race to deployment fuelled by American Recovery and Reinvestment Act funding has slowed, deployments have begun or are being completed, and new hurdles are being encountered along the way. The wave of excitement that washed over the industry with federal funding and the ability for some utilities to move forward more quickly with new and needed technology has waned somewhat in the face of small but vocal pockets of consumer resistance.

And this challenge - that of effectively communicating with consumers - is the No. 1 hurdle electric utilities must clear in 2012, or their consumer-facing intelligent utility efforts will be all for naught.

In fearmongers we trust

Try as we might to fight fiction with fact, we have in many ways gotten off to a stumbling start in terms of communicating effectively with customers. Unfortunately, the fearmongers have taken advantage of the industry's somewhat spotty communication/education history to spread their own creeds to fill the void. Let's face it - effective communication with customers about the changing utility is a new arena in which both utilities and fearmongers are playing, and the fearmongers have been the first to put serious points on the board.

It should be easy, right? Combat fiction such as this (and I'm quoting directly from a recent article posted on GlobalResearch.ca by an author and environmental writer with a PhD who has fought the battle on everything from toxic metals and chemical aerosols to women's feminine products, and has now turned her focus to radiofrequency radiation and the invisible hazards of "smart" meters). To wit, she wrote, in a piece published on the Web site on August 19:

"Smart-grid projects are supposed to `meet strict cyberspace guidelines'; but that has not happened, because greed trumped everything else: our health, safety, precaution, and any remnants of law.

"There has been no public discussion on the known biological hazards, both to humans and our pets, with these new meters. There has been no testing of these meters for any kind of safety. However, utility Public Relations `spin' includes that: they will cut power costs to consumers, thus lowering your monthly bills; help customers reduce power consumption during peak times; and the meters can be read anytime, via a planned new `grid' in the works for the entire country that will use these meters. Utility companies insist these meters are safe."

Or this doozie, in the same article:

"The EMR Policy Institute further notes that `components of Smart Meters are out of compliance with the National Electric Code (NEC) because they trip the Ground Fault Interrupters, creating a fire hazard ... Un-intentional re-radiation of RF/MW signal (with its higher energy) on the electrical wires may overload wires, particularly in poorly grounded or ungrounded homes, or homes with older wiring or faulty wiring.'"

Fighting back

Say what??? This is the stuff that's going viral on the Internet, folks, backed up by YouTube videos getting hundreds of thousands of hits. Put "Dr." in front of a person's name, and the general populace is more likely to believe it to be true, despite what their utility tells them in response. Because, you see, they're also being told not to trust anything their utility's public relations spin doctors tell them.

It's virulent, and it's hitting your customers directly in their sweet spots. You're the bad guys, you're going to give them cancer and burn down their houses, and charge them more money for the privilege while you're doing it. Period.

So what do you do to combat this virulent spread of misinformation? Unfortunately, there's no silver bullet, no magic potion, to immediately set aside what your consumers have already heard. You're in a position of playing catch-up now, whereas you really want to be out in front with good, solid truth.

Proactive, not reactive

Fearmongers are experts in the use of social media. It's time for electric utilities to become experts, as well. First, monitor what's being tweeted about you, and what's being said in other social media arenas, too.

Then, you need to fight fire with fire, but be responsive, rather than reactive, in doing so. Put the PhDs on your side out there in the media, and give your consumers the facts in a straightforward, easily understandable fashion.

Groups such as the Smart Grid Consumer Coalition and the Smart Meter Manufacturers Coalition are working diligently to provide the industry with information to combat the misinformation.

Armed with the facts, you then have to work on the trust issue, which is more specific one utility to the next.