City & Corporate Communications: EDF works to restore consumer trust

In 2011, the energy industry had met with fierce criticism of its business strategies. The in-house team worked with retained agency Brunswick to improve its reputation in the UK.

Vincent de Rivas: EDF CEO
Vincent de Rivas: EDF CEO

Campaign: Rebuilding Customer Trust
Client: EDF Energy
PR team: In-house/Brunswick
Timescale: September 2011-April 2012
Budget: £10,000

 

Objectives

  •  To build a compelling case for the company as the industry leader
  •  To highlight its commitment to openness.

Strategy and Plan

EDF was the last supplier to announce price increases in autumn 2011 and the first to lower them in January 2012. A media engagement programme was implemented for CEO Vincent de Rivaz and MD Martin Lawrence with City and consumer affairs editors. In March 2012, Lawrence was the only representative from a major supplier to participate in BBC Radio 5 Live's Energy Summit. A Twitter account was used to interact with customers, resolve issues and increase the firm's social media presence.

Measurement and Evaluation

EDF's announcements received coverage in the national press, including The Sun and Financial Times. An exclusive interview with de Rivaz ran in the Daily Mail and Lawrence was interviewed live on Sky News.

Results

A favourability survey by Kantar Media showed EDF was the only energy company to have a positive favourability score in the media, after 727 pieces of positive coverage in 12 months.

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