The aim of this article is to shed light on the theory and praxis of utility stakeholder communication. Our general research objective is to contrast citizens' experiences of utility-specific information needs with the views of communication managers of municipal water utilities. Empirical data for the study were gathered using two methods. Citizens' views were gathered from street interviews in several Finnish middlesized cities, whereas the views of communication professionals of municipal water utilities were collected via email-based survey. Empirical analysis shows that one-way communication has its relevance, and it should actually be improved most notably in exceptional situations, such as water supply disruptions. More profound changes in customer communication require, however, that utilities support customers' strive for sustainable and economical water consumption. The overall challenge to utilities is to get closer to the everyday needs of their customers and to develop new communication culture to support such an endeavor.
ResearchQuestion 1: What kind of information do citizens want to receive from water utilities, and what are the preferred communication channels? Research Question 2: How water utilities' communication managers perceive their task, especially in terms of customer communication? Research Question 3: How do the views of citizens and communication managers differ concerning the utility-customer communication?The key issue is stakeholder communication, of which we pay attention to four specific themes: information needs, communication channels, degree of symmetry in communication, and future prospects for utility stakeholder communication.
Theoretical FrameworkThe setting of this article implies that there are three elements to be discussed in the theoretical framework: utilities in an institutional context, the nature of the utility-customer at Australian National University on June 5, 2016 pwm.sagepub.com Downloaded from