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The utilities industry is picking up cameras. That's not the same as telling stories.

There is an invisibility gap in the utilities industry. So many of the complex and compelling stories happening every single day are remaining untold and we wonder why there is so much misconception around this industry. And yet more people are picking up cameras and creating video content and photographs than ever before.

Since I wrote about the invisibility gap a few weeks ago the response has been interesting. The idea has landed with people at every level of the utilities ecosystem. And what I have noticed is that most people already know the problem exists. They are nodding along with conviction. But knowing the problem and solving it are two very different things.

Part of the challenge is that this industry is wired for head down delivery. There is a huge amount of work out there right now and a lot of people are following the money. But following the money and actually helping the industry evolve its relationship with storytelling are not the same thing. The biggest risk to the supply chain right now is not capability. It is reputation and reputation is built on stories.

Visibility and storytelling are not the same thing

I scroll through my LinkedIn feed and I see clips, behind the scenes footage, project updates and images appearing more and more. I am not criticising this, it's great to see more of the industry, the effort to show more is a step in the right direction. But it is important to make a distinction between visibility and strategic storytelling, because they are not the same thing.

Visibility alone will not help you to be understood, trusted and chosen, storytelling will.

Why? Because storytelling is anchored in business strategy. And you need more than a camera on a tripod to do it well. You can post every day and still move nobody closer to choosing you or trusting you.

If your reason for picking up a camera is "we need something to show" you are starting from the wrong place

Strategic storytelling does not come from ad hoc capturing of behind the scenes clips and random posts. If you are picking up the camera to see what happens, if you have not defined your audience, if there are no content pillars and no connection to business goals, the content reflects that. It looks like what it is, improvised, diluted and actually it can diminish your authority in the industry even though it feels like you are doing something important. Without strategy you are not moving the dial.

The technology is not the problem

One of the key barriers to storytelling used to be equipment. When I graduated from film school in 2008 hiring professional kit was expensive, let alone finding people with the skills to use it. Not anymore. iPhones shoot 4K and drones are affordable. The technology is no longer the problem. But you cannot buy a strategy from Amazon.

What strategic storytelling actually looks like

Stories that compound over time, pillars that connect to real business goals and content that speaks directly to a defined audience because you have done the work of understanding who you want to reach, what motivates them and the language they speak. That is the difference between noise and influence. Between building authority and just showing up.

Long format storytelling is largely a thing of the past. Shorts, reels and clips drive the conversation today. But not everyone is capable of creating storytelling that compounds. There has to be a plan. You have to know exactly where you are on that plan, what you are out to capture and, perhaps, most importantly, you have to know why.

Three questions to ask before you pick up a camera

Who are you talking to? What do you want them to think or feel? And how does this connect to where your business is trying to go?

If you cannot answer those questions, you are not ready to start filming. You are ready to start thinking.

Reputation is everyone's responsibility

Over the last four years I have worked with businesses in complex industries helping to solve this very problem. It always starts with strategy. Understanding your audience, defining your pillars, connecting your content to your business ambitions.

Marketing and communications is so often misunderstood in this industry. People think it is about corporate speak, it is not. It is about business growth which is something every company understands - how do we make sure we are operating tomorrow and building a platform for future growth? That is a challenge for marketing. It is the tool you use to speak to the wider industry and community so that you can grow your reputation and authority in the market.

Without a strategic storytelling partner you may be running the risk of saying nothing, even if you are showing up on LinkedIn every week with a new video or post.

The hard bit is already happening. You are already delivering the complex work. You already have the teams, the specialists, the people that make a difference on the delivery end. You already know the importance of quality, the safety commitments and the culture. The missing link is strategic storytelling. And nobody else is going to do it for you.

The first step isn't picking up a camera

We need to change our mindset when it comes to who is responsible for the water industry's reputation. That responsibility cannot sit only with the water companies, Ofwat and the tier one suppliers. It has to be a shared responsibility across the entire supply chain. In the same way that safety is everyone's responsibility, reputation is too.

You are known for the stories you tell. Step back and ask yourself honestly, what story are we telling and why?

If you are ready to answer that question properly, I work with utilities organisations across strategy, storytelling and communications. Get in touch and let's start with a conversation.