Date of Award

1980

Document Type

Thesis

Degree Name

Master of Arts

Abstract

This thesis presents a comprehensive study of the Missouri Public Service Commission (PSC) and proposes a targeted public relations program to enhance its public image and communication effectiveness. The author, Magnolia Wilkinson—serving as Director of the St. Louis Consumer Service Office—draws on firsthand experience, interviews, and research to analyze the dual-role conflict within the PSC: protecting consumers from unfair utility practices while ensuring fair profits for utility companies.

The study explores how public misconceptions and political influences have shaped the PSC’s public profile, especially during periods of rising utility costs and rate hikes. Detailed historical analysis from the inception of the PSC in 1913 through the energy crises of the 1970s reveals how shifts in public perception, government policy, and media coverage influenced its credibility. The paper also traces the evolution of public relations as a profession, drawing parallels between the PSC’s needs and foundational PR practices dating back to the early 20th century.

A major portion of the work is devoted to outlining a strategic public relations plan. This includes defining key publics, conducting surveys, developing educational brochures and newsletters, organizing seminars, producing public service announcements, and establishing stronger media relations. The proposed strategy is designed to unify the PSC’s image, clarify its role, and empower consumers to participate meaningfully in utility regulation.

Ultimately, the thesis argues for a proactive, transparent, and educational approach to public engagement, aimed at reducing public confusion and restoring trust in the PSC. Wilkinson emphasizes that effective public relations must be rooted in accurate information, mutual understanding, and consistent performance that aligns with both public and institutional expectations.

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