Case 10.2Case 10.2Power to the PeoplePower to the People

To Communicate with Californians, a Public Relations To Communicate with Californians, a Public Relations Agency Learns to Speak in Five LanguagesAgency Learns to Speak in Five Languages

Alison HanlonAlison Hanlon

California- An Ethnic OverviewCalifornia- An Ethnic Overview

Foreign-born Foreign-born residents constitute residents constitute more than a quarter more than a quarter of the populationof the population

40% of households 40% of households are non-English are non-English speaking versus the speaking versus the United State’s United State’s average of 18%average of 18%

40%

32%

11%

10%

7%English

Hispanic

Asian

Other

African

Percent of EthnicityPercent of Ethnicity

A Confrontation with DiversityA Confrontation with Diversity

Pacific Gas and Electric is a natural gas and Pacific Gas and Electric is a natural gas and electric utility provider for northern and central electric utility provider for northern and central California.California.

PG&E was ordered by the California Public PG&E was ordered by the California Public Utilities Commission to significantly increase Utilities Commission to significantly increase enrollment in a payment-assistance program for enrollment in a payment-assistance program for low-income customers.low-income customers.

Hill & KnowltonHill & Knowlton

To communicate to California’s growing multicultural To communicate to California’s growing multicultural environment, PG&E requested Hill & Knowlton help in environment, PG&E requested Hill & Knowlton help in promoting a statewide program called CARE -California promoting a statewide program called CARE -California Alternate Rates for EnergyAlternate Rates for Energy

Based in New York, Hill & Knowlton provide public Based in New York, Hill & Knowlton provide public relations and public affairs consultancy to national and relations and public affairs consultancy to national and international clients.international clients.

They have offices in 36 countries and affiliations with They have offices in 36 countries and affiliations with other agencies in additional nations.other agencies in additional nations.

CARECARE( California Alternate Rates for Energy)( California Alternate Rates for Energy)

This program would provide a 15 % This program would provide a 15 % reduction in utility payments to low-income reduction in utility payments to low-income customers.customers.

Only 40% of all eligible customers were Only 40% of all eligible customers were enrolled in the CARE Programenrolled in the CARE Program

In 2001,CPUC ordered PG&E to boost In 2001,CPUC ordered PG&E to boost that percentage by the end of year.that percentage by the end of year.

English ChannelsEnglish Channels

Hill & Knowlton began their research by Hill & Knowlton began their research by examining existing information about the examining existing information about the different demographic and psychographic different demographic and psychographic communities within California.communities within California.

Using the research, they conducted face-to-face Using the research, they conducted face-to-face and phone interviews with leaders in different and phone interviews with leaders in different ethnic groups to learn why enrollment numbers ethnic groups to learn why enrollment numbers in CARE remained low among eligible in CARE remained low among eligible customers.customers.

Research FindingsResearch Findings

More than 90% of all eligible customers spoke one of five languages More than 90% of all eligible customers spoke one of five languages at home: English, Spanish, Cantonese, Mandarin, or Vietnamese. at home: English, Spanish, Cantonese, Mandarin, or Vietnamese.

Diversity among eligible customers within each ethnic community Diversity among eligible customers within each ethnic community existed, governed by such things as age and rural-urban status.existed, governed by such things as age and rural-urban status.

Although the utilities bill was generally sent to the male head-of-Although the utilities bill was generally sent to the male head-of-household, the top decision maker on family matters often was the household, the top decision maker on family matters often was the female head-of-household.female head-of-household.

Many eligible customers were unaware of CARE because of lack of Many eligible customers were unaware of CARE because of lack of distribution of promotional materials. distribution of promotional materials.

Research Findings….Research Findings….

A final research conclusion underscored A final research conclusion underscored the need for Hill & Knowlton to craft a the need for Hill & Knowlton to craft a respectful, multicultural campaign. Even respectful, multicultural campaign. Even when eligible customers did find CARE when eligible customers did find CARE promotional materials, the English-only promotional materials, the English-only approach often discouraged them.approach often discouraged them.

180 Days180 Days

PG&E’s goal was to increase enrollment in PG&E’s goal was to increase enrollment in CARE from 40 percent of eligible CARE from 40 percent of eligible customers to 50 percent- a 10 percent customers to 50 percent- a 10 percent increase - in 180 days.increase - in 180 days.

Hill & Knowlton’s ObjectivesHill & Knowlton’s Objectives

Hill & Knowlton’s primary objective in pursuit of Hill & Knowlton’s primary objective in pursuit of that goal was to inform eligible customers in an that goal was to inform eligible customers in an appropriate language and with appropriate appropriate language and with appropriate respect for unique cultural norms.respect for unique cultural norms.Next, they would identify appropriate community Next, they would identify appropriate community organizations and train their members to recruit organizations and train their members to recruit CARE candidatesCARE candidatesLastly, they wanted to deliver messages about Lastly, they wanted to deliver messages about CARE through trusted third parties, particularly CARE through trusted third parties, particularly community leaders.community leaders.

Getting the Ball Rolling…Getting the Ball Rolling…

Emphasized cultural awareness and respectEmphasized cultural awareness and respect

Revamped PG&E’s CARE related toll-free call centerRevamped PG&E’s CARE related toll-free call center- It was available 24 hours a day, seven days a week- - It was available 24 hours a day, seven days a week- with recorded messages in five different languages.with recorded messages in five different languages.

Helped ensure culturally sensitive, face-to-face Helped ensure culturally sensitive, face-to-face recruitingrecruiting

-Attracted community organizations which they labeled -Attracted community organizations which they labeled CARE Community Outreach CoordinatorsCARE Community Outreach Coordinators

Getting the Word OutGetting the Word Out

News Releases were continually sent out News Releases were continually sent out highlighting tactics and also sent out a call for highlighting tactics and also sent out a call for the assistance of community leaders. the assistance of community leaders. Hill & Knowlton helped PG&E place its message Hill & Knowlton helped PG&E place its message in family-service areas, since most of the in family-service areas, since most of the females in virtually all of the targeted ethic females in virtually all of the targeted ethic groups were the primary caregivers for their groups were the primary caregivers for their families.families.PG&E also promoted CARE through inserts in PG&E also promoted CARE through inserts in customer bills, inserts in Hispanic newspapers, customer bills, inserts in Hispanic newspapers, and information on the PG&E website.and information on the PG&E website.

CARE WebsiteCARE Website

Rolling with the ChangesRolling with the Changes

PG&E had to be responsive to policy changes PG&E had to be responsive to policy changes that affected CARE.that affected CARE.

They announced changes such as expanding They announced changes such as expanding the pool of residents who qualified for CARE, the pool of residents who qualified for CARE, and the increase of the CARE discount from 15 and the increase of the CARE discount from 15 percent to 20 percent in news releases. percent to 20 percent in news releases.

Also in the news releases, PG&E provided a Also in the news releases, PG&E provided a forum for a community-organization partner to forum for a community-organization partner to call for more enrollments and for more call for more enrollments and for more involvement from community leadersinvolvement from community leaders

OutcomeOutcome

The new toll-free call center received 51,000 The new toll-free call center received 51,000 calls in all five languages in its first few months.calls in all five languages in its first few months.

More than 75 community organizations enlisted More than 75 community organizations enlisted as CARE Community Outreach Coordinators.as CARE Community Outreach Coordinators.

Four California communities sponsored a CARE Four California communities sponsored a CARE Day.Day.

Hill & Knowlton exceeded PG&E’s goal of 50 Hill & Knowlton exceeded PG&E’s goal of 50 percent enrollment by increasing the total to 52 percent enrollment by increasing the total to 52 percent of eligible Californians.percent of eligible Californians.

Awards and ExpansionAwards and Expansion

Hill & Knowlton won PRSA’s prestigious Hill & Knowlton won PRSA’s prestigious Silver Anvil Award for Multicultural Public Silver Anvil Award for Multicultural Public Relations.Relations.

PG&E asked the agency to extend its PG&E asked the agency to extend its campaign, and in 2002, Hill & Knowlton campaign, and in 2002, Hill & Knowlton increased enrollment in CARE to 61 increased enrollment in CARE to 61 percent.percent.

ProsPros

Hill & Knowlton achieved each one of PG&E’s goals for Hill & Knowlton achieved each one of PG&E’s goals for CARE.CARE.

Hill & Knowlton’s success with CARE helped the agency Hill & Knowlton’s success with CARE helped the agency solidify its presence in multicultural public relations.solidify its presence in multicultural public relations.

By the end of the 180 days, Hill & Knowlton had By the end of the 180 days, Hill & Knowlton had exceeded PG&E’s goal of 50 percent enrollment.exceeded PG&E’s goal of 50 percent enrollment.

More than 20,000 residents enrolled in CARE during the More than 20,000 residents enrolled in CARE during the campaign, increasing the total to 52 percent of eligible campaign, increasing the total to 52 percent of eligible Californians.Californians.

ConsCons

PG&E could have communicated the PG&E could have communicated the policy changes that affected CARE, and policy changes that affected CARE, and the increase in the discount, in other ways the increase in the discount, in other ways besides news releases. besides news releases.

-Television ads-Television ads

-Advertisments-Advertisments

SourcesSources

Guth,W.D. Marsh, C. (2005). Guth,W.D. Marsh, C. (2005). Adventures in Public Adventures in Public Relations, Case Studies and Critical ThinkingRelations, Case Studies and Critical Thinking. . Boston: Pearson Education Inc.Boston: Pearson Education Inc.

CARE (California Alternate Rates for Energy. CARE (California Alternate Rates for Energy. (n.d.) (n.d.) Retrieved November 9, 2006, Retrieved November 9, 2006, http://http://www.pge.comwww.pge.com/care//care/

Hill& Knowlton. (n.d). Hill& Knowlton. (n.d). Retrieved November 9, Retrieved November 9, 2006, from http://www.hillandknowlton.com/2006, from http://www.hillandknowlton.com/