Corporate Communication and Reputation Audit

Susan Fleming Alex Penovich Mackenzie Porter Jeff Troupe PRAD 564 Corporate Communication

Executive Summary

Headquartered in Chicago, Exelon operates in 47 states, the District of Columbia and Canada The company is the largest competitive U.S. power generator, with approximately 35,000 megawatts of owned capacity Constellation business unit provides energy products and services to approximately 100,000 business and public sector customers and approximately 1 million residential customers

Company Website

Self-Proclaimed Commitment to the Environment and Good Corporate Citizen Investing $5 billion in Exelon 2020 Focus on performance, thought leadership, innovation and a diverse work force Values and Mission Safety Integrity Diversity Respect Corporate citizenship Accountability Continuous improvement

Exelon Focus on CSR

Corporate citizenship is one of Exelons values Education, environment, arts, culture and neighborhood development Over the past six years, it has raised $139 billion In 2011, over 2,400 employees served over 61,000 hours Senior team and other employees serve on more than 350 non-profit organizations in Chicago and Philadelphia

SEC Filings
10-K: Exelon is sponsoring

energy efficiency programs and mitigating environmental risks

Proxy Statements: 20

directors represent financial, banking, utilities, nuclear energy, legal, political and science industries, but light on technology and no marketing

Exelon Perception

Exelon perceives itself to be a good corporate citizen, striking a balance between shareholder value, the community and customers

Feels that it is truly concerned and supportive of sustainability

Exelon has invested quite a bit of time and money on planning and executing against their 2020 initiative

Magazine Rankings of Reputation, Brand and CSR

According to the Reputation Institute, the energy industry has a weak reputation, scoring 57.97 in 2012, a decrease from 59.41 in 2011
According to Harris Interactive, energy companies are midrange for reputation ratings with 35% ranking the industry as positive, 23% ranking the industry as neutral, and 38% ranking the industry as negative

Exelons Rankings

5th in Gas and Electric Industry in FORTUNES America's Most Admired Companies
2006-2011 FORTUNES America's Most Admired Companies Weak reputation reflects the industrys reputation as a whole rather than Exelons individual reputation

Competitors

Media
Elite and National Media

Localized Media

Focus on Exelons $33 billion merger with Constellation Energy Exelon often quoted or discussed in stories about nuclear regulation, safety, homeland security and environmental issues. New York Times, AP, Reuters, Wall Street Journal Covered extensively as a large public company with a large market cap relative to other industry competitors, as well as for maintaining a diverse energy portfolio Extensive coverage of Exelons support for federal climate change legislation Bloomberg Businessweek, Forbes, The Economist, Fortune, Investors Business Daily, Wall Street Journal Financial websites and blogs including Yahoo Finance, CNBC and CNN Local stories where Exelon has primary markets that focus on Exelons CSR initiatives, nuclear safety, business operations, or fighting with competitors over shares of the energy market. Baltimore focused on acquisition of Constellation Energy, in Chicago focus on Exelon WHQ.

Local stories where Exelon has primary markets that focus on Exelons CSR initiatives, nuclear safety, business operations, or fighting with competitors over shares of the energy market. Baltimore focused on acquisition of Constellation Energy, in Chicago focus on Exelon WHQ.

Social Media
Subsidiaries have varying

degrees of social media presence

No single cohesive voice

Actionable Recommendations
Beef up IR function
Place a director with marketing expertise on the Board of

Directors Establish clear corporate policies around the use of social media for all subsidiary companies Highlight accomplishments Create an award/scholarship for a science or environmental studies student(s) Establish new leadership as the thought leader on nuclear energy