An energy crisis in California resulting in rolling power blackouts. One of the largest corporations in the U.S. filing for bankruptcy protection. The political crisis surrounding deregulation of the California electricity industry. One of these crises would be daunting enough, but can you image having to manage them all? That's where communicators at California's Pacific Gas and Electric Company (PG&E) find themselves. How are they doing it? "Mostly online," said PG&E manager of Strategic Communications Harry Tuttle. "But it wasn't planned that way."

Last fall, the electric and gas utility's Web site, www.pge.com, was revamped to provide greater functionality and interactivity to enhance customer service. With the launch of the new site, customers could pay their utility bill, sign up as a new customer or close their account online. The new site was a team effort involving a number of departments, including the communications department responsible for design and corporate messaging.

Tuttle thought his work on the project would "move to the back burner" following the planned full-scale launch of the Web site and its new features. The promotion, however, was scaled back in consideration of emerging issues. Several weeks later energy shortages would force the company to activate rolling power blackouts in the northern region of the state. Related, was the deterioration of the utility's financial situation as the state government failed to resolve issues triggered by deregulation.

Working from the guiding principle for the newly designed Web site that PG&E "helps customers home and work lives be easier, safer, more efficient and cost effective," Tuttle posted power system status, safety and background information on the energy shortage. This information and related deregulation and bankruptcy information are located "above the scroll" on the home page ensuring what viewers wanted most was easy to find and access. In addition to latest information, there is substantial detail on these topics to help frame and provide context to the issues.

The strategy for certain key audiences, such as large business customers, regulators and government officials, has been to communicate one-on-one as the issues have unfolded. Tuttle said the Web site is driving the remainder of the communications efforts with the utility heavily promoting pge.com wherever they can -- in advertising and on bills.

Response and Results

The response to the site from customers and the media has been more than favorable. Thanks to the site overhaul last fall, Tuttle reported there were no problems with accessibility when, in the midst of the crisis, January weekly site hits peaked at 20 million. April hits are "down" to about 10 million per week.

Site tracking shows that nearly 50 percent of viewers are coming to the site for the purpose of viewing energy crisis information. However, a significant number of customers are staying to conduct utility business -- an aspect that Tuttle hopes will reflect favorably on the company's brand.

Both CNN Headline News and CBS NewsWatch.com have positively featured the site. "It was a surprise to us," Tuttle said. "We didn't initiate that and being featured by Headline News generated repeated good coverage." PG&E's news distribution system posts releases on the Web site simultaneously with release to the media. A pop-up window on the home page scrolls latest news on the issues from both the utility company and other sources.