Corporate Communication and Reputation Audit

Susan FlemingAlex PenovichMackenzie PorterJeff TroupePRAD 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 MissionSafetyIntegrityDiversityRespectCorporate citizenshipAccountabilityContinuous improvement

Exelon Focus on CSR

Corporate citizenship is one of Exelon’s 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

Exelon’s Rankings

5th in Gas and Electric Industry in FORTUNE’S America's Most Admired Companies

2006-2011 FORTUNE’S America's Most Admired Companies

Weak reputation reflects the industry’s reputation as a whole rather than Exelon’s individual reputation

Competitors

Media

Elite and National Media Focus on Exelon’s $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 Exelon’s support for federal climate change legislation

Bloomberg Businessweek, Forbes, The Economist, Fortune, Investor’s 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 Exelon’s 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.

Localized Media Local stories where Exelon has

primary markets that focus on Exelon’s 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

Exelon has highest share of voice in social media news sources but not Twitter.

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