Today we launch a series of articles examining the elements that must be present in your company's communications program in order for it to be a success.

To begin with, your communications program should be proactive. You must take 100% responsibility for your message. If you depend on your local newspapers, radio or television to share your utility's message, you will be disappointed. Even if you answer all their questions correctly when they call, reporters will still relate the story as they interpret it — which may not necessarily be how you want it presented to your customers.

Besides, when do you expect to get a call from a reporter? When there's a service interruption, a consumer complaint, or something bad happens. 

On the contrary, a proactive communications program looks for opportunities to share positive stories with the media. Beyond these traditional formats, a successful program considers additional means of reaching customers. These could include custom magazines, direct mail, bill inserts, email campaigns or even custom video.

Regardless of the components of your communications plan, the first and most important step is to make the decision to be proactive. Building your image, while building customer relationships, if your responsibility. Take the lead. Take control of your message. Be proactive.