Dive Brief:

• The Huffington Post has obtained audio of an Edison Electric Institute meeting from January, where stakeholders in the investor-owned utility sector discussed how to rebrand their industry and overcome negative perceptions as consumers become focused on greener power and environmental issues.
• HuffPo reports EEI has hired New York-based "crisis communications expert" Michael Maslansky to help utilities refocus energy conversations, subtly change messaging and language, and in general weather policy and priority shifts as the industry enters a new era.
• Among the changes highlighted: Calling utility-scale solar projects "community solar," because the phrasing resonates better with consumers. “Think of this as a style guide going forward,” Brian Wolff, EEI’s executive vice president for public policy and external affairs, reportedly said at the meeting.

Dive Insight:

The fact that utilities come under pressure from environmentalists, are often disliked by their customers and railed against by politicians, is not new. Investor-owned utilities represent an enormous and essential segment of the U.S. economy, and rigorous debate is unavoidable.

But in a tacit signal that the industry may be losing the war of words – and with it, potential market share down the line – the Edison Electric Institute has hired a PR man closely associated with brands in crisis. As Huffington Post points out, Michael Maslansky helped Toyota deal with a recall over fault accelerators and Starbucks sell struggling coffee lines. He's also worked with Republican message-makers who shifted their terminology from "global warming" to "climate change."

HuffPo obtained audio of a January board meeting where EEI discussed how the industry can reshape its image. EEI spokesman Jeff Ostermayer told Greentech Media that "our industry is working to deliver an energy future that is smarter, cleaner and stronger ... We want to ensure that customers understand the investments we are making and the work we are doing to benefit them. That means communicating in language that is customer-friendly.”

Officials say it will be a daily, ongoing endeavor to shift the tone of the industry's messaging.

Executive Vice President Wolff reportedly said at the meeting, “We don’t want to call this a campaign. I view this as something that we need to do year in, year out... We need to be able to think about something sustained, something repetitious, something ongoing.”

HuffPo also obtained a copy of the group's 2016 goals, which include business continuity issues, grid security and modernization efforts, growth of renewable and storage options, and promoting cost-effective Clean Power Plan strategies.