The communications role at Logan County Electric Cooperative exists for the sole purpose of achieving the business objectives of the cooperative. These business objectives originate from the strategic planning of the board of trustees, which are then committed to the General Manager for implementation. Due to the dynamic nature of the energy industry, this document focuses on a strategic approach to defining effective communication, rather than a task-based approach:•A strategic approach keeps the focus of communications on building relationships of trust with co-op members and community-leaders, rather than simply fulfilling a rotating static list of tasks•A strategic approach emphasizes the effectiveness of communication, rather than its cost, quantity or frequency.At LCEC, we believe that every time we have contact with a member it is a viable touch point, which can either reinforce or undermine the communication strategy we are working to implement.LCEC works to expand its reach, increase its recognition as a Touchstone Energy® cooperative, and build further trust and member confidence, through a multi-faceted approach to communications. We need to meet members on their own turf, across multiple communications channels. Traditional advertising vehicles (including radio, television, print and direct mail), and non-traditional strategies (direct e-mail, special events, community involvement initiatives, and the use of social media) are implemented that complement the communications business objectives.