The Company pays a special attention to promotion of its business reputation as a primary component of Company’s strategic management. It consistently implements its information policy in line with Rosseti’s long-term communications strategy and common principles of single communication policy. Primary PR-related objectives, achieved by the Company, as before, were to secure informational transparency, to provide stockholders and general public with trustworthy and timely information on Company’s performance, changes and development prospects. Special attention was also given to protection of Company’s interests in public space. The Company’s information policy still stays on principles of efficient response, trustworthiness, fullness, accessibility, timeliness and thoroughness.
Important aspects of Company’s management performance are initiation and maintenance of efficient communications with business, professional, expert and scientific communities; state or municipal authorities, public organizations, veteran and youth movements as well as Company’s employees. Key directions here are interaction with mass media to form a positive business reputation of the Company, enhancement of information influence of the Company and promotion of its interest in external environment. In 2015 mass media published 8,332 articles on the Company and its operations. Positive and neutral mentions exceeded 98%. The Company fully controls its image, since the portion of releases, initiated by the PR department, is rather high, while the portion of negative mentions is low.
IDGC of Urals (OAO) is a regional leader in terms of media activity among energy sector companies: 80% of all releases on energy sector companies relate to the Company. Besides, rating communications agencies state that during several months the Company is at the top of the federal MediaIndex rating among all energy sector companies. This bears evidence of media community’s interest in our news content. Major topics of releases issued by mass media about the Company in 2015 were execution of investment and repair programs, operations during severe weather conditions, as well as restoration of energy supply after incidents. A high portion of releases describes Company’s efforts to increase accessibility of network infrastructure for consumers.
Exhibition activities are also one of the most important aspects of brand communication development and positioning of the Company as a leading grid company in its service area as well as forming and maintaining unified Rosseti image. During INNOPROM-2015 international exhibition the Company presented key trends of technical progress of the Urals energy sector. At its exhibition stall the Company showed how technologies, equipment and grid facilities evolved through almost a century. The motto of the Company’s exposition was “Professionalism! Integrity! Reliability! All the time!”. Stylized setting of the stall assisted in an idiosyncratic jump into the past of the regional energy system. Presented innovation solutions included smart grid projects, already implemented by the Company. We created several dozens of pilot segments of computerized networks all over our service area. Besides, general public could also visit a combined stall of Mitsubushi and Rosseti to get acquainted with an interesting story about the evolution of “green” transport in Russia. The Company’s stall was highly appraised by Denis Manturov, the Russian Industry and Trade minister, and business mission of the Czech Republic, headed by Jan Mlade, the Czechia Industry and Trade minister.
In 2015 the Company also presented its projects in the Prikamye region at “Energy.Energy-saving-2015” interregional exhibition. The exhibition, conducted in Perm, is one of the largest specialized projects in the Urals and Volga regions and bundled federal and regional officials, directors of industrial enterprises and energy companies, specialists of construction contractors and expert together. Participants of seminars, debates and round tables discussed vital issues of resource-saving and enhanced energy-efficiency in the Perm region. Company’s experts took an active part in drafting business program of the energy forum.
The Company develops existing and creates new tools of intra-corporate communications. The corporate web-site is at the top 10 of web-resources covering energy-saving by Yandex citation index. We prepared 12 issues of monthly corporate newspaper for employees, one of important tools for non-financial stimulation and informing on Company’s performance. Articles mainly covered labor-improving activities, acquisition of new vehicles, machinery and equipment, labor safety, activities of the veteran and young specialist councils.
The Company also took considerable efforts to retain our historic heritage. IDGC of Urals (OAO) initiated several important commemorative events focusing on preserving cultural and moral values on the brink of 70th anniversary of our victory over Nazi Germany. The essence of the events is to present the vital contribution of the Urals energy sector into the victory. The Company produced a special communicative project “Our work also was a part of the theater of operations” that assisted us in improving the status of power engineer profession both in the eyes of employees and general public.
Adhering to the principle of transparency in relations with key consumers, the Company kept on promoting the Historical Museum of the Urals Energy Sector: we joined Museum Night project, conducted in Ekaterinburg in May of 2015. During the event over 1,000 visitors came to the museum, 4 times greater than in 2014. Besides, we also arranged exhibition, dedicated to the Great Patriotic War, in the museum. Visitors examined original exhibits from museum archives – letters from energy sector employees who went to fight the enemy, their personal belongings and documents, war booty from Berlin. The key idea of the exhibition is to present the interiors of dispatch station and substation switchboard during the war. The exhibition is a reminder showing that titanic work and lives of Urals power engineers, who did everything to draw the victory closer, stand behind every kW of energy and meter of power lines, tank or shell produced in the Urals.
Therefore, the Company continues to form communication environment, benevolent for business development, with the help of various tools and channels to promote its interests in external environment.