Texas utility uses brand journalism to augment customer service

Communications officials for Dallas-based electricity distributor Oncor could sense the growing power of their social media presence, and they could see how in the fragmented information world that the press release was losing its juice.

“We want to be trusted advisors that customers can depend on for answers,” says Mike Guyton, Oncor’s chief customer officer. “Customers are looking for information lots of different ways. We need to be there engaging with them.”

So Oncor, which distributes electric power to about 3 million homes in Texas, has unplugged its traditional PR approach in favor of a brand journalism initiative it calls The Wire.

The Wire replaces a page of company press releases and includes seven categories, one of which is for investors and journalists, and includes press releases.

The two primary goals for The Wire are to improve customer service and provide thought leadership, according to Oncor Communications Specialist Megan Wright, who led the initiative.