CorpComms Magazine

The energy sector is a complex and high profile marketplace that provides a challenging business environment for Centrica Corporate Affairs, which comprises five key teams: public affairs, internal communications, corporate responsibility and group media relations for Centrica and British Gas.

With issues ranging from rising energy prices to public trust in the sector, each team must work together to ensure the corporate affairs function succeeds in its objectives. In short, it must be more than the sum of its parts.

The corporate affairs team, which functions as internal consultants within the business, takes a five-pronged strategic approach which was described by the judges as 'focused and thoroughly effective'. In an effort to build trust and credibility among stakeholders, Centrica will consistently engage on issues facing the industry.

In a sector traditionally known for its defensive approach, it aims to be transparent and open at all times and, as a result, will 'grab every opportunity' to explain what it is doing and why. It also aims to deliver groundbreaking campaigns that stand Centrica apart from its competitors. Lastly, it aims to be consistent across all channels and audiences.

This approach was taken, for example, when British Gas was forced to hike energy prices in November 2010 in response to rising wholesale prices.

Prior to the announcement, British Gas ran focus groups with consumers to test key messages and gauge their reactions to the rationale for the move. It also briefed key journalists and MPs to manage expectations and, as an example of its transparent approach, created a visual media pack that highlighted the components of a household energy bill.

On the day of the announcement, British Gas spokesmen were available to every media outlet while customers were asked to submit questions via Twitter to Ian Peters, managing director of energy, who answered them on the same day via video on British Gas' website.

'These were excellent initiatives,' said the judges. The internal communications team also cascaded briefings to 30,000 staff to ensure they had the facts and could answer questions effectively. Evaluation agency Echo, who said any positive media coverage was an achievement, noted five positive items.

'This is a quality team with a good record of achievement, particularly in the last year,' said the judges.

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Shortlisted entries

Debenhams

Jupiter Fund Management - Agencies: Broadgate Mainland; FTI Consulting

Rewriting the external communications rulebook - O2 - Agencies: Blue Rubicon; Nixon McInnes; Republic Publishing

Westminster City Council

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