About

When the COVID-19 pandemic hit, millions had to work, operate and study from home. This resulted in significantly higher residential electricity consumption. Certain groups urged TNB to play a bigger role in supporting Malaysia during crisis. All these developments resulted in enormous pressure on TNB and its corporate reputation. TNB needed to enhance and elevate the Rakyat’s trust as millions suffered the effects of the pandemic. TNB embarked on a communications strategy that looks beyond mitigating the issues at hand but instead use this crisis as a platform to showcase its purpose-driven journey. TNB embarked on a communications strategy with this crisis to showcase its purpose-driven journey, beyond mitigating the issues at hand.

Recognising the issue at hand, towards transforming the narrative

We implemented a communications strategy that shifts the conversation towards a purpose-driven narrative while managing issues and reputational challenges:

• RECOGNISE and RESPONSE RAPIDLY: We explained the issues to showcase TNB’s empathy and responsibility towards the Rakyat. Subsequently, we focused on communicating TNB’s actions (together with the Government and Regulators) on mitigating the issues for the Rakyat while safeguarding the overall interest of stakeholders
• RESOLUTION and RECOVERY. We pursued a narrative that focuses on providing solutions as part of Malaysia’s roadmap to recovery. Various TNB efforts were incorporated as part of the National Recovery Plan.
• Building RESILIENCE by REIMAGINE-ing (Shifting the conversation). We shifted the conversation by focusing on TNB’s purpose-driven journey. This was to demonstrate the resilience of the TNB brand – the pandemic and the issues/ challenges have made it even more important for TNB to pursue its REIMAGINE TNB Strategy – focused on TNB’s Better World. Brighter Lives purpose.

The communications initiative adopts a multi-channel and multi-media approach, including direct engagements with stakeholders. It involved paid, earned, owned and social media assets.