What Forward-Thinking Utilities Know About Communication

I just got back from NACWA’s Utility Leadership Conference, where I had the opportunity to reflect on some of the biggest takeaways from this spring’s Strategic Communication Conference. As co-chair of NACWA’s Communications and Public Affairs Committee, I get a front-row seat to how utilities across the country are using communication not just to inform, but to lead.

Here are three ways we saw that play out.

Communication Builds Operational Readiness

Utilities are investing in proactive communication to reduce risk, attract and retain talent, and build long-term public trust. That’s not just outreach. That’s strategy.

At the conference, utilities shared how early, proactive communication about improvement projects them anticipate concerns, build relationships, and avoid costly project delays.

Internally, the same mindset applies. Utilities are using communication to help employees feel connected to the mission, understand how their work fits into the bigger picture, and ultimately make them better advocates, better teammates, and more likely to stay. In a competitive labor market, communication is a retention tool.

And on high-profile, high-risk issues like PFAS, utilities shared how early, transparent communication is creating stability in the face of uncertainty. That’s operational readiness.

Strong Partnerships Start with Communication

Big problems require big coalitions, and communication is what makes those coalitions work. At the conference, we heard how utilities are using communication to align with partners, tell a shared story, and multiply their collective impact.

Rather than going it alone, utilities are teaming up with schools, libraries, museums, and local organizations to co-deliver public education and engagement. These partnerships aren’t just feel-good efforts; they’re strategic. They help utilities expand their reach, amplify their credibility, and tap into networks they couldn’t access on their own.

And because these messages are coming through sources people already trust, they’re landing faster and more effectively.

Communication Shapes Strategy, Not Just Messaging

The most forward-thinking utilities aren’t waiting until decisions are made to bring in communicators. They’re using communication to shape strategy from the start.

At Strat Comm, we heard examples of utilities using statistically valid customer research to inform decision-making, anticipate challenges, and shape strategy long before outreach began.

We also heard how utilities are building trust before, during, and after rate increases. That trust is essential to securing the funding we need to provide reliable service, and clear, transparent communication is it’s foundation.

The Bottom Line

Across every session, one thing was clear: some of the biggest challenges utilities face, like building public trust, keeping projects on track, attracting top talent, aren’t separate problems. They’re deeply connected.

And the most strategic utilities are using communication to connect the dots.