PR and GR

IDGC of Urals pays a lot of attention to the evolution of its reputation as a key component of strategic management. The Company painstakingly implements its information policy adhering to long-term communications strategy and united reputation policy principles of IDGC Holding, OAO. The key sphere is interaction with mass media with a view to form a positive reputation, increase information influence and promote the interests of the Company. In 2010 there were 5 240 Company’s messages distributed via mass media (target - 4 500 messages, completion – 116%). 89% of the messages were initiated by our PR department. Positive and neutral messages were over 98% of all messages. High portion of messages initiated by our PR department demonstrates that the Company controls its image and it explains low portion of negative messages.

IDGC of Urals occupies leading positions in information activity among energy sector companies: it initiated over 80% of all messages. Key topics of the messages in 2010 were investment program implementation, repair results, operations during complicated natural phenomena (flood, thunder storms, etc.) as well as post-incident restoration of supply. These topics were disclosed in 70% of all messages. 10% covered our social activities and 7% shed light upon our corporate governance and stock market.

Injury prevention is our separate activity sphere. In 2010 under PR-program “Caution: Electricity!” our specialists arranged 520 lessons devoted to electrical safety in schools of the Sverdlovsk, Chelyabinsk and Perm regions. In addition, there were electric tests for primary schoolchildren on the rules of electrical safety and special certificates. There were special lessons and audio-visual aids for teachers dealing with life safety fundamentals. Mass media published 453 articles on electric injury prevention and observation of network protective zone rules. Regional radio stations and TV channels broadcast our audio and video clips on electric injury prevention among adults and children (587 broadcasts). 2400 visual aids devoted to infant electric injury prevention were posted on school stands, 2 500 book-markers on the rules of conduct near transmission lines and household equipment handling rules were also distributed among schoolchildren. Supported by the Ministry of Education of the Chelyabinsk region we arranged 300 stationary electric safety stands in all secondary schools of Chelyabinsk, Zlatoust, Chebarkul, Troitsk and rural areas.

We pay a lot of attention to the promotion of energy saving and energy-saving technologies. In 2010 IDGC of Urals and Energy-Saving Institute of the Sverdlovsk region reprinted a college textbook on energy-saving fundamentals (edited by N.I.Danilov and Y.M. Schelokov) and a high-school textbook on resource and energy usage prepared for elective course on energy saving. It was presented on 2nd annual exhibition “Children have the best” (Moscow, central exhibition hall).

The Company is very active in PR and GR. In 2010 we signed an agreement on social and economic cooperation between the Government of the Sverdlovsk region and IDGC of Urals. The subject of the agreement was cooperation for solving social, economic and ecological tasks within the framework of local strategic development, creation of conditions for efficient operations as well as growing contribution to social and economic regional development. Similar document was signed by the Perm administration.

GR targeting enables us to obtain support of our initiatives from the regional administrations. Thus, in 2010 the Perm administration supported our initiative to create a pilot project on complex metering system. The Government of the Sverdlovsk region repeatedly declared on supporting our initiative to create united grid area in the region and emphasized our contribution to social sphere and own training materials. On our service area we successfully implement agreements on grid evolution. Regional executive heads regularly attend our object-launching events. Thus, in 2010 Mikhail Yurevich, the Chelyabinsk Governor, visited 110/10/10 kV “Massivnaya” substation and participated in the launch of 110/10 kV “Granitnaya” substation. Aleksandr Misharin, the Sverdlovsk Governor, participated in the launch of 110/10/6 kV “90th GOELRO anniversary” substation.

Exhibitions are important parts of developing brand communications, our marketing as a leading service gridco as well as shaping and supporting MRSK Holding’s image. In 2010 we participated in 11 large exhibitions, including: Innoprom-2010 (arranged by the Russian Government initiative), International Specialized exhibition “Russian Grids – 2010” (our representatives co-presented the Company as a part of the united delegation of IDGC Holding). During the exhibition we signed contracts with Polimer Apparat, ZAO on voltage suppressor delivery and with Energy+21, ZAO on supporting and rod polymeric insulator.

In 2010 we arranged cooperation with the All-Russia Fund for Small and Medium-sized Businesses (Opora Rossii, OOO). Within the frameworks of the cooperation agreement dd. October 28, 2009, concluded between IDGC Holding and Opora Rossii, our branches concluded similar agreements with regional offices of the fund. The key directions for execution of the agreements are cooperation in terms of creation of favorable conditions for the evolution of small and medium-sized businesses; optimization of relations between gridcos and small and medium-sized businesses during connection processes, facilitation of arrangement of united open information area between businesses and gridcos.

The Company pays a lot of attention to building internal communications. In 2010 we produced 12 corporate newspaper issues. Articles were mainly devoted to measures on improvement of working conditions, acquisition of new equipment and vehicles, management initiatives, activities of the Veterans Council and Young Professional Council.

In 2010 we arranged the celebration of 65th anniversary of the Victory and honoring of our veterans devoted to Power Engineer’s Day and 90th anniversary of GOELRO plan. For the Victory anniversary the Company printed a book devoted to our veterans (“These sundry faces…”). The book obtained an award “The Book of the Year” (established by Ekaterinburg Major Library).