Communicate. Communicate. Communicate. It seems like it’s all we do at times. Then, some days, people beat us up because we didn’t communicate properly. On a recent “one of those days,” I stopped to stare at our methods of communication. It reminded me of a shotgun blast on a wall. There are pellets everywhere. How can we ever miss anybody?
We do the traditional magazine. In the magazine, we have to prepare early.
I’m writing this column in March. You won’t read this until May. This requires strategy and planning. Sometimes, it just can’t be timely, as things can change on the proverbial dime in our world.
When the news needs to get to you in a hurry, we have press releases, email, and social media. Members and nonmembers read the local papers and watch local TV news. We have 24,000 email addresses from the 38,000 meters we serve each day. Then, we have thousands of followers on our social media channels. So, when the need to “spread the word” is immediate, we hit all of these in 24 hours.
We also have our podcast, Co-op Energy Talk. Started in October of 2014, this podcast was the first podcast in the entire country done by an electric cooperative. Anybody can go back in time to review any episode of interest. I call the podcast “radio on demand.” When we have information to share or questions members need to be answered, we can sit in front of a microphone and talk it all out. You can get the podcast on your phone or computer. It has been a great tool to go into more detail than a 600-word column.
We have a great website designed to answer the most-often-asked questions. The website has it all, from rebates to electric vehicles to board meeting information. If you can’t get your questions answered there, you can find phone numbers of the people who can help you.
This leads us to the members’ responsibility in the communications realm. If none of our methods of communication work for you, pick up the phone or stop by the office. I am happy to chat with anyone. Your co-op employees are happy to chat with anyone. You, the member, can be proactive and get any question you have answered in a very short amount of time. When your cooperative misses the target, we need to hear from you.
Why don’t we take a rifle approach? To steal a quote from a favorite movie, we can’t afford to “aim small, miss small.” We serve 38,000 meters every day. We can’t reach all of them if we’re not taking a broader approach—a shotgun approach.
Some members don’t read the paper. Others loathe social media. Then, there are the people who only read the magazine. If we were to use a rifle to communicate, we would miss far too many people.
I know. The shotgun approach misses the mark at times too. I get it. We get it. Call us on it when we do. Seriously, it isn’t a problem. All we want to do is get you the information you need. We will load up another shell and try to hit the flying pigeon (clay ones only).
Thank you Cherryland for making such great efforts to keep us members informed. We know far more about what our energy provider is doing than most any of the big providers ever reveal. And let’s remember that effective communication is always a two way street.
I admit that I do go to the recipe pages first after receiving your magazine, but I always enjoy your column although at times it goes way over my head. We have had service from CE for over 37 years now and I have been completely satisfied with the service and leadership. Thank you for all of your fine efforts to be the best you can be as an organization and one I can rely on.
Ahhh, the recipes….my nemesis —- I strive to write something that is worthy of the lofty status of the recipes. Alas, I often fail but at least people are getting fed. I resigned myself to second place long ago. It’s okay. All kidding aside, I sincerely appreciate your kind words.
I agree–Cherryland Electric Cooperative is VERY good at communication. That means it is customer friendly, far more so than from most big utility companies. Tony, you set the pace and your team is doing a great job. We feel blessed to be served by Cherryland.
Thank you Tony for throwing some humor into the email comments! It shows that you are a down to earth guy like the rest of us. A lot of people deal with stress every day with jobs, families and society in general. Humor helps to make all that stress worthwhile. Thank you and God bless.
I enjoy your personal communications and decided to let you know, Tony!
I also enjoy the magazine, and not JUST the recipes! I especially like the interesting variety of glimpses of Michigan! I’ve even started a folder of reference articles from Country Lines for our Science & Discovery Center, COGNiTiON in Beulah, and will be adding the article on Geocaching from April’s issue!
Many thanks!
P.S. Although we do not have Cherryland Electric services at our home in Frankfort, or at COGNiTiON, my husband and I have a rental property in Leelanau Co. We are glad that the cottage has Cherryland Electric! (We have both had homes powered by Cherryland in the past and enjoy being members of the Cooperative once again!)
Thanks for the kind words. It’s okay to like the recipes……….as long as you read my column!