Entergy: Navigating an exit from merchant power

Entergy, an energy production company, created a community-minded and transparent communications strategy to announce its exit from the merchant power business, and subsequent closure of nuclear power plants across the US.

Campaign details

Advertiser: EntergyBrand: EntergyAgency: Burson-MarstellerCountry: United States

Overview

During the past four years, Entergy Corporation has executed on its corporate strategy to exit the merchant power business and transform the company into a purely regulated utility. Owning and operating merchant power plants, and specifically merchant nuclear power plants, has become unprofitable for Entergy due to sustained low wholesale energy prices driven by historically low natural gas prices. The Entergy external affairs team, together with Burson-Marsteller, recognized the high stakes involved with this change in business strategy – approximately 3,000 high-paying jobs, tens...

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