Baldwin EMC CEO Recognized with National Communication Award
January 10, 2011
From left: Glenn English, NRECA; Bucky Jakins, Baldwin EMC and award winner; Marty Hillert, Adams-Columbia EC
ST. PETERSBURG, FLORIDA, January 10, 2011 – E.A. "Bucky" Jakins Jr., chief executive officer of Baldwin Electric Membership Corporation, Summerdale, Ala., won the 2011 J.C. Brown CEO Communication Leadership Award conferred by the electric cooperative industry's Spotlight on Excellence Awards program.
Jakins was honored here today during the CEO Close-Up, an annual conference for chief executives and general managers held by the National Rural Electric Cooperative Association (NRECA). The award recognizes a CEO who advances communication in the electric cooperative industry. Jakins was cited specifically for "demonstrating a clear understanding of and commitment to the strategic role of communication in employee, member and community relations."
The competition's judges praised Jakins' specific inclusion of a long-range communication plan within Baldwin EMC's five-year strategic plan. Both plans undergo constant evaluation and updating based on member satisfaction research as well as a 17-person communication committee that serves as a focus group drawn from all areas of the co-op. Also noted was Baldwin EMC's audit of both internal and external communications to ensure alignment with the organization's goals.
"Communication planning and execution are key components of every critical issue and, in essence, all parts of the strategic framework of the co-op," one judge said.
In addition to Jakins' leadership in strategic planning and evaluation, his integrated approach to employee as well as member education drew accolades. "Jakins recognizes every employee as an ambassador of information to the co-op's members," the judges said. Varied media use, quarterly meetings with all employees (a two-day process) and organization-wide employee training complement his proactive stance in communicating personally with members.
"Jakins leads by example, using a frank and open style with employees in dealing with change, or with members in communicating rate increases or the challenges faced by the electric industry. He brings staff on board to convey solid information and reinforce the co-op's philosophy and key messages," summarized the judges.
The panel also pointed to the co-op's culture of inclusion and openness, which helped the organization weather legal battles in recent years over mail-balloting procedures. Jakins' persistence in making sure that every member was equally informed and had an equal say in the operation of their cooperative through an equal opportunity to vote became a major, annual communication vehicle promoting member involvement in the cooperative. The annual report is included with the notice of annual meeting and the ballot for Baldwin EMC trustees, earning member praise for transparency and openness.
Open communication also contributed to the co-op's consistent better-than-90-percent member satisfaction rating, even after a rate adjustment, the judges said.
The J.C. Brown Award is a major component of the Spotlight on Excellence Awards, which recognize electric cooperative excellence in communication and marketing. The Spotlight program is sponsored by the Council of Rural Electric Communicators, a volunteer group of professionals working with NRECA and other national co-op organizations to advance the recognition, education and professionalism of electric cooperative communicators.
The award memorializes the late J.C. Brown, who – as editor and publisher of NRECA's RE Magazine – is best remembered for his unwavering dedication to communication as a vital link connecting electric cooperatives with each other as well as with their consumer-owners.
The panel of judges consisted of communication and management experts in academia, business and industry, including cooperative electric utilities. Eligible for nomination were CEOs of NRECA member cooperatives and public power districts. Presenting the award to Jakins were Martin A. Hillert, CEO of Adams-Columbia Electric Cooperative, Friendship, Wis., winner of the 2006 J.C. Brown Award; and NRECA CEO Glenn English.
NRECA is the national service organization that represents the nation's more than 900 private, not-for-profit, consumer-owned electric cooperatives, which provide service to 42 million people in 47 states.