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Plan for success and measure it.

Article Excerpt
As we enter a new frontier of providing electric service, the role of communication in the cooperative landscape has become increasingly more important. Our members are continually inundated with news of rate increases, climate change and the possibility of running out of power. What's more, the membership base of electric cooperatives is evolving into a younger, more disconnected populous. The generation of electric users who truly understand the cooperative business model and appreciates life with electricity is slipping away. The next generation of member-owners do not remember the day the lights came on. They expect reliable power at an affordable price. Amid the uncertainty of today's environment, one thing is certain; now more than ever we need a well defined brand in addition to strategic, integrated and measurable communication strategies.

It is my firm belief that to build and maintain a satisfied, engaged member base you must have a strong communications plan, coupled with adequate staff to successfully implement the initiatives. As member-owned entities we have a commitment to go the extra mile to ensure that our members have a voice and that they have an opportunity to be involved in the governing process.

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