Massive storm damage became a major problem this week for the electric industry in Michigan. Storm systems swept across the state on Tuesday, August 10 and Wednesday, August 11 – leaving over a million energy consumers without power. The severe thunderstorms brought winds over 105 miles per hour in some locations – downing many trees, branches and power lines.
When a power outage occurs, communication teams at both cooperative and investor-owned utilities have a major responsibility to keep consumers informed about the power outage and restoration efforts. Communication departments relay severity of the outage situation to customers in order to prepare for longevity of the power outage.
Cloverland Electric Cooperative’s communications team in Dafter, Michigan knew the intensity of the storm would ensure an overnight power outage for about 2,000 members. Communicating to customers early and often about the massive storm damage allowed maximum preparation for members.
Cloverland’s communications team uses social media as the primary method of relaying information to members during an outage situation. The cooperative also posts updates online through their outage center. One of the top features is the interactive outage map, which shows members all outages by county and township. The communications team has developed an efficient system for outage posts. Each update is kept in one post, with a team member editing the post with a new update every three to four hours.
Cherryland Electric Cooperative in Traverse City, Michigan has a unique approach to outage communications. Cherryland’s communications team uses memes and humor to relay outage information to their members. The humor resonates on social media and connects with members in a fun way. This method of outage reporting has been effective for the cooperative but comes with high risks. Members who may be experiencing extended outages or extreme property damage from storms may not appreciate memes when searching for power outage information. Humor in outage reporting is a talent that Cherryland’s communications team has mastered.
Great Lakes Energy Electric Cooperative is the largest electric cooperative in Michigan with a service territory covering 26 counties. The cooperative uses social media to relay outage information to members and also encourages members to visit their website-based storm center. Great Lakes Energy has a method of outage reporting most similar to Cloverland Electric Cooperative. Facts are relayed on a schedule and members always know what to expect.
Consumers Energy, an investor-owned utility, states the storm this week is one of the 10 largest storms in company history. The utility called in out of state linemen to help with outage restoration efforts and some customers still remain without power. Consumers Energy expects to have all utility customers restored by the end of the weekend. Consumers uses social media, website updates and text messaging to keep members informed on their outage status. Texting allows members to report an outage, receive outage restoration timelines and stay connected with the utility when updates are announced.
Regardless of utility size, communicating information early and often will help assuage member concern during a power outage. Communicating safety tips for outage situations often helps members stay informed far in advance of a power outage. Communicators should stay calm, stick to a schedule and have a graphic prepared in advance before a power outage strikes.
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