Some public relations is pretty straight forward. You're an airport, say, and you'd like to tell people when you are open, when you are closed and where you can go. Or a car manufacturer - that's a pretty clear offer. But how about utility networks, the people who bring you things like power?
Here’s a comms challenge. Everyone in your region uses your services – about 5m people – and some people literally can’t live without it. They don’t have any choice to use another company and they also don’t have a choice as to whether or not they pay you.
Most of the time they won’t even realise you’re there – unless there’s a problem. Then they may need to contact you, and fast, but that’s rare.