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CorporateCommunication and
Reputation Audit
Susan FlemingAlex Penovich
Mackenzie PorterJeff TroupePRAD 564 Corporate Communication
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Executive Summary
Headquartered in Chicago, Exelonoperates in 47 states, the
District ofColumbia and Canada
The company is the largestcompetitive U.S. power generator,with
approximately 35,000megawatts of owned capacity
Constellation business unit providesenergy products and services
toapproximately 100,000 business and
public sector customers andapproximately 1 million
residentialcustomers
http://www.exeloncorp.com/energy/generation/generation.aspxhttp://www.exeloncorp.com/energy/marketing/constellation.aspxhttp://www.exeloncorp.com/energy/marketing/constellation.aspxhttp://www.exeloncorp.com/energy/marketing/constellation.aspxhttp://www.exeloncorp.com/energy/generation/generation.aspx
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Company Website
Self-Proclaimed Commitment to theEnvironment and Good
CorporateCitizen
Investing $5 billion in Exelon 2020
Focus on performance, thoughtleadership, innovation and a
diversework force
Values and Mission
Safety
IntegrityDiversity
Respect
Corporate citizenship
Accountability
Continuous improvement
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Exelon Focus on CSR
Corporate citizenship is one of Exelonsvalues
Education, environment, arts, culture and
neighborhood development
Over the past six years, it has raised $139billion
In 2011, over 2,400 employees servedover 61,000 hours
Senior team and other employees serveon more than 350 non-profit
organizationsin Chicago and Philadelphia
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SEC Filings
10-K: Exelon is sponsoringenergy efficiency programsand
mitigatingenvironmental risks
Proxy Statements: 20directors represent financial,banking,
utilities, nuclearenergy, legal, political and
science industries, but lighton technology and nomarketing
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Exelon Perception
Exelon perceives itself to be a good corporate citizen, striking
a balancebetween shareholder value, the community and customers
Feels that it is truly concerned and supportive of
sustainability
Exelon has invested quite a bit of time and money on planning
andexecuting against their2020initiative
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Magazine Rankings of
Reputation, Brand and CSR According to the Reputation
Institute, the energy industryhas a weak reputation,
scoring57.97 in 2012, a decrease from59.41 in 2011
According to Harris Interactive,energy companies aremidrange for
reputation ratingswith 35% ranking the industryas positive, 23%
ranking theindustry as neutral, and 38%
ranking the industry as negative
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Exelons Rankings
5th in Gas and Electric Industryin FORTUNES America's Most
Admired Companies
2006-2011 FORTUNESAmerica's Most AdmiredCompanies
Weak reputation reflects theindustrys reputation as a whole
rather than Exelons individualreputation
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Competitors
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Media
Elite and National Media Focus on Exelons $33 billion merger
with Constellation
Energy
Exelon often quoted or discussed in stories aboutnuclear
regulation, safety, homeland security andenvironmental issues.
New York Times, AP, Reuters, Wall Street Journal Covered
extensively as a large public company with a
large market cap relative to other industry competitors,as well
as for maintaining a diverse energy portfolio
Extensive coverage of Exelons support for federalclimate change
legislation
Bloomberg Businessweek, Forbes, The Economist,
Fortune, Investors Business Daily, Wall Street Journal
Financial websites and blogs including Yahoo Finance,
CNBC and CNN Local stories where Exelon has primary markets
that
focus on Exelons CSR initiatives, nuclear safety,business
operations, or fighting with competitors overshares of the energy
market.
Baltimore focused on acquisition of ConstellationEnergy, in
Chicago focus on Exelon WHQ.
Localized Media
Local stories where Exelon hasprimary markets that focus on
ExelonsCSR initiatives, nuclear safety,business operations, or
fighting withcompetitors over shares of the energymarket.
Baltimore focused on acquisition ofConstellation Energy, in
Chicago focuson Exelon WHQ.
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Social Media
Subsidiaries have varyingdegrees of social mediapresence
No single cohesive voice
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Actionable Recommendations
Beef up IR function
Place a director with marketing expertise on the Board
ofDirectors
Establish clear corporate policies around the use of socialmedia
for all subsidiary companies
Highlight accomplishments
Create an award/scholarship for a science or
environmentalstudies student(s)
Establish new leadership as the thought leader on nuclear
energy
