NSP: Effectively Communicating in Difficult Public and Political Arenas

As the largest utility company in the upper Midwest, NSP (known today as Xcel Energy), constantly faces challenges in the public and political arenas. The Padilla Speer Beardsley Public Affairs team has executed research-based message development and communication strategy to help NSP sensitively navigate issues related to upgrading power lines in the Twin Cities area, the difficulties of the metro light rail system, and a multi-billion dollar merger that created Xcel Energy. In nearly every instance, NSP had only one chance to correctly frame the issue and accurately deliver their messages in the media. PSB continues to work with the new company to stay out front on issues critical to the success of Xcel Energy.