Communications with Mass Media
PJSC IDGC of the North-West has provided systematic work with the media, which is aimed at the most complete and objective coverage of the Company's activities, formation of a positive image of the Company, and rapid response to information risks in the public space.
According to an independent media activity monitoring Monitoring of media activity and monthly content analysis has been provided by independent Information Analysis Agency Integrum Group and the Research Centre Gortis. in 2015, PJSC IDGC of the North-West entered the top 5 most frequently mentioned companies in the media among the Russian Grids companies. In 76% of cases, PJSC IDGC of the North-West was given a major role. 67% of the publications were neutral, 30% positioned the Company in a positive context. The number of negative feedback did not exceed 3%.
In 2015, more than 1900 information messages (press releases) were published on the Company's official website, and 13,118 publications were released in the media.
During 2015, to reduce reputation risks of the Company, the Public Relations Department of PJSC IDGC of the North-West implemented awareness campaigns in the following areas:
- Improving the reliability of the electric grid complex and implementing programmes for preparation for the autumn and winter period;
- Synchronization of the Company's investment programme with the development schemes of the regions;
- Work with accounts receivable in the context of the influence upon implementation of production programmes and the improvement of efficiency of the debt collection activities;
- Provision of priority access to the grid infrastructure of the agroindustrial complex;
- Increasing the share of participation of small and medium-sized businesses in the procurement activities of the Company;
- Prevention of electric injuries of third parties;
- Corporate events.
Operational work of the press services of PJSC IDGC of the North-West in all regions of the operations allowed maintaining neutral media coverage of the autumn and winter period of 2014/2015 and 2015/2016.
The largest natural disasters that affected the work of the Company's grid facilities were the hurricane Valio in Vologda Region and the Republic of Karelia in early October 2015 and a series of adverse weather events in the Pskov and Novgorod Regions in January 2016. Operational information from the Company's press services, actions coordinated with regional administrations of EMERCOM of Russia and regional authorities provided public release of accurate and objective information on the progress of restoration work in all the cases of power failure.
A key focus of the Public Relations Department of PJSC IDGC of the North-West was information support for the work with accounts receivable of consumers, primarily sales companies, for electricity transmission services. Explanations in the media, including in the form of thematic press conferences in the regions where the Company operates, made it possible to minimize the negative context of the media references, and to defend the image of legitimate company in the public space (98% of positive and neutral publications). The main topics of the media materials in this field were the implementation of the road map for the transition of large consumers to direct payments for electricity transmission, judicial litigation activities, innovation in the law and the responsibility of payers in default, work of the payment discipline monitoring commissions established in early 2015 on the initiative of O.M. Budargin, Head of PJSC Russian Grids.
In 2015, a new format of interaction with the business community that planned developing its activities at the regional level was the Investment Energy Fair held in the Pskov Region under the auspices of the Administration of the Plenipotentiary Envoy of the President of the Russian Federation to the Northwestern Federal District in December.
Large-scale awareness-raising activities in the media during the preparation and implementation of the project helped creating positive background information about the new format of interaction with consumers. TV pieces and series of publications in electronic and printed media established the groundwork for a positive perception of the events in the future.
Specialists of the Public Relations Department in cooperation with the Customer Service Department developed a specialised portal for additional services to consumers of PJSC IDGC of the North-West. The project was aimed at improving the quality of comprehensive customer service, and increasing safety of electrical equipment. Promotion of the Company's additional services through the communication channels helped the Company to enter into more than 3000 contracts with customers for a total of RUB 611.9 million in 2015.