MARKET FOCUS ENERGY: Switching on to PR - Deregulation has thrust the nation's energy companies into unfamiliar territory: competition Craig McGuire reports on how they're using PR to show them the way.

Americans are not known for their willingness to go without. So when they flick the switch and the lights don't come on, or they find a rate hike on their monthly bill, they don't hesitate to push the panic button. With deregulation blowing many regional markets wide open, energy providers from Boston to Spokane are realizing they'd better get the word out before someone else does. The industry is calling on PR people to help out with re-branding and crisis management, as well as good old media relations.