Strategic Communication at Three Colarado-Based Companies Research Paper

Strategic Communication at Three Colarado-Based Companies
An assessment and evaluation of the strategic communication plans of Xcel Energy, Daniels Fund and New Belgium Brewing Company.
# 154079 | 2,232 words | 13 sources | 2014 | US
Published on Dec 01, 2014 in Business (Companies) , Communication (General) , Labor Studies (General)

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From the Paper:

"Xcel Energy is a major electric and natural gas company based in Minneapolis, MN that operates in eight states including Colorado (Xcel Energy, 2010). Xcel Energy's website states, "we provide safe, clean, reliable energy," and list the following as their vision, mission, and values: Vision - we will be the preferred and trusted provider of the energy our customers need; Mission - we provide our customers the safe, clean, reliable energy services they want and value at a competitive price; Values - Our values reflect our core beliefs- who we are, how we conduct our business, and the importance of our customers (Xcel Energy, 2014).
"(1) Audience and Chosen Communication Channels: Xcel has chosen an array of audiences which includes shareholders, four subsidiaries, energy partners, employees, and electric & natural gas customers in eight states. However, the number one audience of Xcel seems to be their customers, and more importantly, the communities they serve. Xcel focuses on building community as a means to reach their target group through providing grants to non-profit organizations and volunteer time from their employees and retirees (Xcel Energy, 2010).
"Additionally, Xcel caters to their shareholders who take note of the impact the company has had across the Western United States. These shareholders benefit from the successes and investments of Xcel, such as Xcel's $3 billion investment on infrastructure improvements in Texas and New Mexico (Xcel Reports, 2014). Improved infrastructure equals greater transfer of energy, which means more services provided to more customers resulting in increased revenue.
"Communication channels chosen by Xcel include sustainability and renewable energy at affordable prices (Xcel Reports, 2014). With the recent push to increase sustainable and renewable energy resources, energy companies such as Xcel have found themselves having to change with the times. Xcel has smartly communicated their initiatives to provide sustainable and renewable energy to the customer without increasing the bill. Finally, branding is an important part of Xcel's communication. Energy is not something 'cool' so they take the approach of name recognition as with the Xcel Energy Center in St. Paul, MN where the band Pearl Jam played in 2014 (YouTube, 2014). An energy name tied to an entertainment venue receives a lot of attention, and puts their name on the public forum."

Sample of Sources Used:

  • References
  • Conrad, C. & Poole, M. (2012). Strategic organizational communication in a global economy. (7th ed). West Sussex, UK: Wiley-Blackwell.
  • CSU Global Campus. (2014). Module 7: Communication Plans. Retrieved from 6499633_2/courses/KEY_COM400/courseModules_winter2013b/COM400_7/COM400_ 7.html
  • Daniels Fund 2010 Report to the Community. (2010). Retrieved from
  • Daniels Fund. (2014). Retrieved from

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