Communication--Texas style.

• Author: Johnson, Susan M.
• Position: United Cooperative Services (United

Ray Beavers, general manager/chief executive officer of United Cooperative Services (United), Cleburne, TX is the 2008 recipient of the J.C. Brown CEO Communication Leadership Award conferred by the electric co-op industry's Spotlight on Excellence Awards program. The award memorializes the late J.C. Brown and his unwavering dedication to the importance of communication as a vital link connecting electric cooperatives with each other and with their consumer-owners, and to advancing the cooperative business model. The nominees for this award demonstrate through their actions a clear understanding of, and commitment to, the strategic role of communications in employee, member and community relations.

The judges this year noted that this general manager/CEO clearly "gets" the communication process and has made it a part of his management practices and in promoting the cooperative difference. They cited his active involvement with employees in planning for the consolidation of two cooperatives and in continuing to engage employees of the newly formed cooperative through regular meetings after the consolidation. Some of the strengths of the program included the inclusion of senior communications staff in the strategic planning process and regular, objective reviews of the cooperative's communication efforts. Most impressive was "the CEO's leadership of an unwavering mission to identify United Cooperative Services as an electric cooperative and ensure that every employee uses every opportunity to communicate the advantages of being a co-op member."

Mr. Beavers' commitment to the importance of communication was evident in his creation of the position of vice president of communication, the addition of other communication professionals, and the devotion of significant financial resources to increase the cooperative's communication outreach. Additionally, other employees who have frequent member contact were trained to communicate the cooperative difference while performing their professional duties. The judges further noted, "He enthusiastically encourages his staff towards communication excellence. He provides needed tools--financial and emotional support--to ensure that the United message is conveyed clearly and in a timely manner, always keeping the interests of members in the forefront." His proactive and consistent efforts resulted in the cooperative's overall American Satisfaction Index member satisfaction ranking on the 87th percentile--far...