Successful crisis communication for an energy supplier

Crisis communication: the right way to deal with difficult situations

Energy has become a luxury good - and many people can no longer afford it. The halt in gas supplies from Russia due to the war in Ukraine triggered an energy crisis in the fall of 2022. With far-reaching consequences. For consumers and energy suppliers alike. Our solution? Crisis communication at eye level! What do we need for this? Content with heart and depth.

Successful crisis management in the company

Autumn 2022: The energy market is changing, prices are skyrocketing. Further developments are currently unforeseeable. People are feeling angry and frustrated about the burden and some are experiencing financial hardship

The epicenter of the impact is increasingly shifting to the "middle of our society". Statements in the media that energy suppliers are enriching themselves from the crisis are further fueling the mood. Our customer, Energieversorgung Mittelrhein (evm), is also experiencing this. But how to mediate?

Our concept: A holistic communication program over months

Through honest information and direct interaction with customers. We address current issues by providing transparent information. We address our customers directly: "The energy crisis affects everyone. You. Us. All of us. What the energy crisis means for all of us, what we already know in concrete terms and how you, we and everyone are already reacting together." We don't remain abstract, but announce specifically what we expect - what you can do about it.

Why is crisis communication important?

Crisis communication is essential to maintain trust in an organization when a serious incident occurs. It can limit reputational damage and avert damage to the brand. It also helps to spread the truth, share important information and respond to the needs of those affected.

In this case, these are not only the consumers, but also the employees of the energy supplier, some of whom are facing extreme and unjustified hostility.

Informing them, transparently and empathetically, is the aim of our communication campaign.

The heart of communication: the "Energy crisis topic page"

The focus: our online "Energy crisis topic page". Here we cover all relevant topics with dynamic content such as blog posts or a video series. We also distribute this content via the evm app, our social media channels, the customer magazine and print advertisements.

We provide tips on saving energy as well as specific assistance, for example with price adjustments and payment problems. We give customers the feeling that they are not alone.

Our campaign is successful because we provide our audience with relevant information about energy-saving solutions that are specifically tailored to their needs. We answered their questions: "Why has the price of gas gone up so much?", "How does emergency assistance work in December? And "What does the crisis mean for customer service?"

We also seek dialogue with them - whether analogue in the customer centers or digital on the website and social media platforms.

Evm is continuously revitalizing communication on the energy crisis independently on the basis of our content concept, including with explanatory videos.

Continuous further development: our package of communication measures

One of our measures: the energy-saving corner. This is a room with interactive media in the evm customer centers. Customers can find answers to many questions here. This creates trust and takes the pressure off customer service staff

For further information and recommendations, brochures are available in various languages.

And it goes on. With our self-developed interactive package of tools to discover and experience concrete energy-saving potential in your own household. Find out more about the digital tools in our blog.

Together we are stronger: we are looking for allies

Together it is often easier: we also use this dynamic by joining forces with local initiatives. One campaign is the reader hotline, where we answer general questions about the energy crisis together with the Rhein-Zeitung newspaper. The offer is popular. Together we are overcoming the crisis.

Could a content concept like this also help you? Then get in touch with me.