Corporate Communication & Reputation Audit of Exelon


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A Corporate Communication & Reputation Audit of Exelon by Susan Fleming, Alex Penovich, MacKenzie Porter & Jeff Troupe for Matt Ragas' PRAD 564

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Corporate Communication & Reputation Audit of Exelon

  1. 1. CorporateCommunication andReputation AuditSusan FlemingAlex PenovichMackenzie PorterJeff TroupePRAD 564 Corporate Communication
  2. 2. Executive Summary Headquartered in Chicago, Exelon operates in 47 states, the District of Columbia and Canada The company is the largest competitive U.S. power generator, with approximately 35,000 megawatts of owned capacity Constellation business unit provides energy products and services to approximately 100,000 business and public sector customers and approximately 1 million residential customers
  3. 3. Company Website  Self-Proclaimed Commitment to the Environment and Good Corporate Citizen  Investing $5 billion in Exelon 2020  Focus on performance, thought leadership, innovation and a diverse work force  Values and Mission Safety Integrity Diversity Respect Corporate citizenship Accountability Continuous improvement
  4. 4. Exelon Focus on CSR Corporate citizenship is one of Exelon’s values Education, environment, arts, culture and neighborhood development Over the past six years, it has raised $139 billion In 2011, over 2,400 employees served over 61,000 hours Senior team and other employees serve on more than 350 non-profit organizations in Chicago and Philadelphia
  5. 5. SEC Filings 10-K: Exelon is sponsoring energy efficiency programs and mitigating environmental risks Proxy Statements: 20 directors represent financial, banking, utilities, nuclear energy, legal, political and science industries, but light on technology and no marketing
  6. 6. Exelon Perception Exelon perceives itself to be a good corporate citizen, striking a balance between shareholder value, the community and customers Feels that it is truly concerned and supportive of sustainability Exelon has invested quite a bit of time and money on planning and executing against their 2020 initiative
  7. 7. Magazine Rankings ofReputation, Brand and CSR  According to the Reputation Institute, the energy industry has a weak reputation, scoring 57.97 in 2012, a decrease from 59.41 in 2011  According to Harris Interactive, energy companies are midrange for reputation ratings with 35% ranking the industry as positive, 23% ranking the industry as neutral, and 38% ranking the industry as negative
  8. 8. Exelon’s Rankings 5th in Gas and Electric Industry in FORTUNE’S Americas Most Admired Companies 2006-2011 FORTUNE’S Americas Most Admired Companies Weak reputation reflects the industry’s reputation as a whole rather than Exelon’s individual reputation
  9. 9. Competitors
  10. 10. MediaElite and National Media Localized Media Focus on Exelon’s $33 billion merger with Constellation  Local stories where Exelon has Energy Exelon often quoted or discussed in stories about primary markets that focus on Exelon’s nuclear regulation, safety, homeland security and CSR initiatives, nuclear safety, environmental issues. business operations, or fighting with New York Times, AP, Reuters, Wall Street Journal Covered extensively as a large public company with a competitors over shares of the energy large market cap relative to other industry competitors, market. as well as for maintaining a diverse energy portfolio  Baltimore focused on acquisition of Extensive coverage of Exelon’s support for federal climate change legislation Constellation Energy, in Chicago focus Bloomberg Businessweek, Forbes, The Economist, on Exelon WHQ. Fortune, Investor’s Business Daily, Wall Street Journal Financial websites and blogs including Yahoo Finance, CNBC and CNN Local stories where Exelon has primary markets that focus on Exelon’s CSR initiatives, nuclear safety, business operations, or fighting with competitors over shares of the energy market. Baltimore focused on acquisition of Constellation Energy, in Chicago focus on Exelon WHQ.
  11. 11. Social Media Subsidiaries have varying degrees of social media presence Exelon has highest share of voice in social media news sources but not Twitter.
  12. 12. Actionable Recommendations Beef up IR function Place a director with marketing expertise on the Board of Directors Establish clear corporate policies around the use of social media for all subsidiary companies Highlight accomplishments Create an award/scholarship for a science or environmental studies student(s) Establish new leadership as the thought leader on nuclear energy