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 CEMIG COMMUNICATION POLICY

 
1. INTRODUCTION
 
1.1. The Communication Policy of Companhia Energética de Minas Gerais - Cemig intends to establish guidelines, criteria and values that guide the determination of strategies and the creation of communication actions or products for the Company.
 
1.2. Cemig Communication Policy explains practices adopted in communication area in order to guarantee human rights, sustainability and entrepreneurial social responsibility. 
 
1.3. It is an instrument that reaffirms the Company's commitment to administration transparency, publicizing the beliefs and foundations that guide the definition of strategies and communication tactics. 
 
1.4. Cemig is an established brand of good reputation in the domestic market, and is recognized as one of the largest and best managed organizations in its sector. Such recognition was achieved through management efficiency and excellence, and also through geographical and business reach of its performance, considering several issues in which it is engaged in the energy segment.
 
1.5. This Communication Policy details all the business communication concepts and initiatives and intends to ensure that these are equally understood, disseminated and practiced by all boards, superintendents, managers and communication service providers of the Company.

 

2. MISSION OF COMMUNICATION

2.1. To contribute to Cemig’s Mission, Strategies and Actions through excellence in communication with the several audiences with which the Company relates, such as government and power sector authorities, shareholders, investors, customers and consumers, scientific community, suppliers and service providers, employees, society and communities and media.

3. COMMUNICATION OBJECTIVES

3.1. To maintain and strengthen the brand liability and to sustain the combination of values in relationships with the Company’s relevant audiences, in order to guarantee a strong and positive reputation.

4. CEMIG’s COMMITMENT TO COMMUNICATION AND RELATIONSHIP GROUPS 
 
4.1. Cemig assumes a prominent position in the energy sector in national and international economic scenario, and in the economy of states regions and municipalities in which it operates.
 
4.2. Cemig conducts its business through a sustainability scope. The economic strength and guarantee of current and future viability of the Company are based on environment respect and social welfare protection. The respect for the stakeholders interests, from shareholders to local community, from suppliers to customers, press, employees, students, non-governmental organizations and public administration, is a key premise for Cemig’s performance which is to reconcile such respect with the defense of their rights and obligations. 
 
4.3. To communicate in a transparent, open, dialogic and interactive way is part of the attitude that the Company takes in its dealings with stakeholders, i.e. everyone in its sphere of influence and who interacts with the company. Trust, credibility and cooperation are fundamental vectors of the communication policy with its audiences.
 
4.4. Cemig’s communication actions must always consider the following relationship groups and the following objectives in the sharing of information: 
 
4.4.1. Shareholders / Investors - regular and accurate information about Cemig’s business and results; a clear and widely disseminated corporate governance model. 
 
4.4.2. Residential customers - improving the dialogue between the company and its residential customers through investing in the dissemination of information about adequacy of consumption, energy efficiency, population safety in transmission network areas and relationship channels with Cemig. 
 
4.4.3. Corporate clients - ongoing communication in order to draw nearer and retain the Company's corporate customers, understand their specific demands and facilitate the process of solution development, enabling innovations to be implemented with greater ease and agility. 
 
4.4.4. Local community - supporting the development of projects from the communities where Cemig operates in close collaboration with charities, civil society institutions and the government. 
 
4.4.5. Employees - contributing for the promotion of professional development and higher living standards of employees and teams through dynamic systems of formal and informal communication; respecting the right of association and freedom of speech. 
 
4.4.6. Students - supporting the development of school activities through collaboration and direct care.
 
4.4.7. Suppliers - Cemig maintains, through communication, commitment to relationships partnership and development of suppliers, advertising practices and procedures to be adopted in pursuit of business excellence, particularly in the context of environment and human respect, offering its suppliers an opportunity to meet and to adopt them. 
 
4.4.8. Government - being a public company with state participation in the management, Cemig strives to provide regular and accurate information on the Company results, ensuring that the alignment of organization actions and investments with public policies is communicated.
 
4.4.9. Press - support the work of local, national and international presses, through publicizing news and information, and direct and efficient care to these opinion makers.
 
4.4.10. Other public - permanent dialogue attitude with local and national Public Administration, the media, professional associations that Cemig integrates and other licencees, with trade unions representing workers, non-governmental organizations (NGOs), universities, regulatory bodies, national and international institutions. 
 
4.5. Develop business in a responsible manner requires a great communication effort. Cemig is aware of the way to go and the continuing effort to integrate this policy at all levels of organization performance. 
 
5. SPOKESPERSONS
 
 
5.1. The professionals holding the following positions may speak publicly on behalf of Cemig:
 
President 
Directors 
Superintendents 
Managers 
Employees previously appointed by the Superintendent of Corporate Communication (CC) 
 
5.2. Considerations 
 
5.2.1. The subject matters that they may manifest are restricted to areas of activity to which they are bound, unless authorized by higher hierarchy to address additional or corporate issues.
 
5.2.2. Professionals linked to Projects and Special Programs will be allowed to speak publicly on behalf of the Company regarding the initiatives to which they are linked.
 
5.2.3. Only Cemig permanent employees speak officially for the Company.
 
5.2.4. The spokesman, if necessary, may delegate to staff members the responsibility to formally represent the institution in specific and timely situations. In this case, the spokesperson is responsible for properly training the person who will replace his position.
 
5.2.5. Professionals authorized to speak to the press will go through a media relationship training, in order to prepare to manage demands, styles of news coverage and challenges that may come across when in contact with media professionals. These professionals are hired only by CC that has professionals specialized in the theme. Direct contacts with journalists cannot be made without previous knowledge of CC department.
 
5.2.6. The matters communicated externally via the press, seminars, debates, internet, press releases, advertising material and other media, must be aligned with the principles of governance, with Cemig’s Business Strategy, the legislation governing traded companies and the rules of the Securities and Exchange Commission of Brazil- CVM.

 

6. COMMUNICATION PRINCIPLES
 
Principle 1
 
Cemig values will permeate all communication and brand building and should be identified as "Cemig’s DNA," with strategies, actions and materials that are developed and used by the Company. 
Means that:
 
a) providers must ensure the integrity, ethics, wealth, social responsibility and convey in products provided the enthusiasm to work and entrepreneurial spirit; 
 
b) professionals in Cemig communication area should guide suppliers and/or internal customers and ensure, in approving the demands, that these values are translated into products and services.
 
Principle 2
 
Cemig’s image is a priceless intangible heritage, built over an existence. This value is transferred to the "Cemig" brand, which deserves the same care given to the image, since that where the brand Cemig is, "the Company" Cemig will be. 
Means that:
 
a) the principles of political communication Cemig are aligned with the Declaration of Ethical Principles and Cemig Professional Conduct Code, with the governance criteria and in particular, the relevant legislation; 
 
b) the brand Cemig reflects the Company’s sustainability strength; 
 
c) Cemig’s branding and image have strategic and economic value because they reflect the technical quality and a culture distinct by consistency, dynamism and the joint effort directed by the Company;
 
d) the communication area and all communication employees and suppliers must manage the use of Cemig brand efficiently, seeking to increase its value and preserve the Company reputation, analyzing and avoiding risks of brand misuse;
 
e) Cemig and its employees shall oversee the brand image and visual identity in any manifestation of the Company and in advertising campaigns, keeping their original characteristics, despite them having specific brands;
 
f) Cemig protects the knowledge generated, through the proper registration with the National Institute of Intellectual Property - INPI and other official bodies. Technological and management processes, and programs brands are trademarks of their intellectual property (industrial property and copyright and control of image use); 
 
g) Cemig prohibits the use of icons or symbols that interfere with the correct application of "Cemig" brand when publicizing events, programs, projects, or classifications of administrative units. 
 
Principle 3
 
Cemig is a joint venture that has as shareholders investors of the private and public sectors, the latter represented by the Government of the State of Minas Gerais. 
Means that: 
 
a) Cemig’s communication considers and acts in accordance with public policies established by the Government, especially those applicable to the energy sector and also in areas where it operates or invests, contributing to the development (culture, sports, economic and social development, etc.). 
 
b) Cemig’s brand is applied along with the State of Minas Gerais’ brand in all communication material signed by the Company, except in periods preceding elections, following provisions of law regulating the government and public institutions communication during this period. 
 
Principle 4
 
Cemig respects public spaces and the privacy of its customers. 
Means that:
 
a) Cemig data does not disclose or make improper use of information regarding their customers;
 
b) only authorized individuals can access information from Cemig’s customers and must ensure confidentiality and ethical conduct in data handling; 
 
c) access to that information has administrative purposes and maintenance of business confidentiality is formalized by the Company with employees who have access to these data.
 
Principle 5
 
Cemig insures that the information originated and supported by the company is truthful, accurate, clear, and opportune, preserves customer and public trust in the Company, and is in compliance with applicable laws. 
Means that:
 
a) Cemig does not use false or partially correct information in their communication materials ensuring accuracy, transparency, objectivity and presentation of evidence in the provision of information to its various audiences;
 
b) Cemig ensures that information shared by the company is in accordance with the laws of countries, states and municipalities where it operates; 
 
c) Cemig communicates with the media and general public publicizing all the necessary information by authorized professionals to speak on behalf of the Company;
 
d) Cemig distributes business information in a democratic and fair way, ensuring that there is no privileged access by certain professionals and vehicles over others;
 
e) Cemig prepares employees for the relationship with the press.
 
Principle 6
 
Cemig protects and respects the copyright and production rights – its own and its suppliers - regarding the materials requested, following what is established in every contract. 
Means that: 
 
a) Cemig acknowledges the authorship of communication products requested by the company;
 
b) Cemig does not assume authorship of the work performed by services providers or suppliers, except when previously authorized. E.g. purchase of images, case studies structuring for awards, etc.; 
 
c) Cemig publicly discloses information about the teamwork involved in each project, naming in the "Contributors" section of the publications the professionals responsible for the work.
 
Principle 7
 
Cemig protects its intellectual property (copyright and industrial property) and controls the use of its brand. 
Means that: 
 
a) Cemig oversees the brand image and branding activities and communication materials of the Company, ensuring that the unique features of the brand are preserved and respected;
 
b) Cemig does not allow the use of icons or symbols that change the brand or interfere in their application;
 
c) the use of "Cemig" trademark  associated with other companies, initiatives or products must be formally approved by CC;
 
d) Cemig employees shall protect strategic or confidential information, disclosing them only with specific authorization. 
 
Principle 8
 
Cemig respects the environment and designs, plans and develops its communication activities taking into account the implications for the environment. 
Means that: 
 
a) Cemig advises its communication suppliers regarding the Company’s preference for the use of materials that reduce the impact or harm to the environment;
 
b) Cemig favors the use of communication materials that can be further sent for recycling; 
 
c) Cemig has specific Instruction Services to rule procedures and communication linked to social and environmental negotiations and initiatives, reflected in IS-48 – Social and Environmental Negotiations in Cemig.
 
Principle 9
 
Cemig works for internal communication and employee-company relationship are guided by transparency and truth in order to create an approach channel and integration between people and the company and its employees. 
Means that:
 
a) Cemig has strategies and staff dedicated to improving internal communication;
 
b) Cemig believes that communication is a strategic tool for the integration of its employees and building a relationship of trust between the company and team. 
 
Principle 10
In its communication practices, Cemig incorporates the principles of social responsibility, assumptions of the Global Pact and the Social Accountability 8000 standards. 
This means that:
 
a) Cemig promotes diversity, ensuring that in the company’s communications people of diverse ethnic groups, ages, body types are represented, not discriminating against people for any circumstances; 
 
b) Cemig ensures that in its communication supply chain there is no exploitation of child or slave labor; 
 
c) Cemig works that in their supply chain communications workers' rights are respected. 
 
Principle 11
Cemig prioritizes informative communication, using it pedagogically in order to contribute to the formation and transformation of consciousness of their audiences, beyond the act of informing. 
Means that: 
 
a) Cemig is concerned with the quality of information produced within the company, using communication opportunities to transmit values and practices that contribute to the training of sustainability awareness, human rights and environmental preservation. 
 
Principle 12
 
Cemig uses communication in an effort to disseminate and encourage the adoption of practices that nurture society’s sustainability, by fostering citizenship practices and always striving for improving population’s quality of life and health and environmental protection. 
Means that:
 
a) communication is a tool for Cemig to exercise social responsibility and is used to promote human and social development and dissemination of practices focused on sustainability.
 
Principle 13
 
Cemig ensures consistency of the content it produces and distributes along with its values, practices, and procedures.
Means that: 
 
a) Cemig effectively practices the concepts and values that communicates and transmits. 
 
Principle 14
 
Cemig guarantees the appropriate classification and treatment of its information throughout its life cycle. 
Means that:
 
a) Cemig effectively practices the rules and procedures defined in Instruction Communication IC-45, in any communication or transmission of its information.

 

7. COMMUNICATION GUIDELINES 
 
7.1. Cemig must apply the principles of corporate governance, sustainable development and social responsibility in its communication, promoting transparency and participation of people in their internal and external processes.
 
7.2. Cemig’s communication strategy must be structured from research and evaluation audits of the organization's image, the communication actions taken, the public satisfaction with the services provided and the contribution of the Company to the social, cultural and economical in locations where it operates.
 
7.3. It should include: 
• internal communication - dissemination of corporate and public utility information (social, cultural, economic, etc.), ensuring access of both employees and institutional updates, administrative and themes that contribute to and promote their quality of life;
 
• external communication - guided by the continued strengthening of bonds between Company and its stakeholders, bringing Cemig closer to the segments with which relates, be in proactive measures, or in response to specific demands identified;
 
• procedures for managing risks and crises.
 
7.4. The content and events produced by Cemig must: 
• follow the assumptions of the Declaration of Ethical Principles and Cemig’s Professional Conduct Code describing 12 institutional guidelines adopted by the Company;
 
• contribute to building trust between the company and its stakeholders, structuring on information transparency and objectivity; 
 
• promote sustainability in a direct or indirect manner, whether by the content disseminated or the use of technologies, materials or procedures that contribute to public awareness and training of critical mass for change of habits and establishment of a new culture pro-sustainability;
 
• promote diversity, valuing and addressing different audiences, without discrimination sex, ethnicity, age, religion, sexual orientation, ideology and political positioning;
 
• promote social inclusion, addressing and promoting minorities and, wherever possible, income generation. 
Reliability is guaranteed by Cemig, who prohibits the disclosure and/or inappropriate use for brand promotion purposes, information about its customers and/or other stakeholders.
 
7.5. Cemig respects public spaces and the privacy of their customers and partners, determining that the communication:
 
• does not publicize information that is misleading, abusive, violence inciting, which violates rights humans, which encourages environment degradation; 
 
• halts the exploitation of fear or superstition;
 
• does not take advantage of the immaturity of children's or vulnerable groups’ ability to judge; 
 
• cultivates respect for the environment.
 
7.6. The communication activities must be integrated to reflect a unique and strong image of Cemig with all its priority publics.
 
7.7. Cemig’s communication must be approached from a systemic perspective that contemplates the companies of Cemig group. Thus, each company and/or business of the Cemig Group should be considered part of the whole and cannot be treated in an isolated or specific manner.

 

8. GENERAL GUIDELINES
 
8.1. All procedures related to communication management, as defined in specific instructions, must comply with this policy and once released, become part parcel of this. 
 
Glossary
 
Advertising: Any paid placement by the company, such as advertisements and institutional services, clarification from the company, the legal nature of power interruption, etc. recruitment. 
 
Brand: It is the inheritance of the relationship between internal public company with its external stakeholders, either through the purchase of a product or service, attendance, President's speech experience of the public in this respect. So, brand is a cultural phenomenon, a culture, values and principles that are manifest in relation to the company's stakeholders, including employees, customers, consumers, media, NGOs, financial market, government, among others. 
 
Communication material: graphic pieces, gifts, cards, banners, buttons, movies, audiovisual videotapes, journals, reports, websites etc.
 
Consumer / customer 
"The recipient of the organization's products must be considered. It may be an individual or legal entity. It is the purchaser (buyer) an/or who uses the product (user/consumer)." (PNQ) 
 
Copyright: category of intellectual property resulting in the creation of human mind and protects creators of literary and technical drawings, photographs, videos, music, tapes audio, computer programs etc. from the use and misuse of marketing their works.
 
Company: the entirety of any organization or business entity in general-purpose profit, including all employees (i.e., directors, managers, supervisors and other employees, whether directly employed, contracted or otherwise representing the company). 
 
Global Pact: The Global Pact is a voluntary international movement led by the United Nations - UN to promote responsible development and encourage the practice of Corporate Social Responsibility. Created in 1999, the Global Pact calls on companies to adopt and support ten conduct principles covering four broad areas: human rights, employment, environment and anticorruption practices.
 
Image: what is happening and is captured as public opinion in general. It is a collection of perceptions and beliefs, both past and present, which resides in the minds of its various public. They are built over the years, in every contact, every experience, every rumor, every word in the media, forming a general impression of what the company believes its values and behavior.
 
Partners: institutions or individuals with whom Cemig provides two-way relations, in order to reach common goals. 
Partnerships: a two-way relationship in which the partners share their resources in order to exchange mutual benefit and achieve common goals aim to integrate the organization with community, secure resources and provide visibility for your organization.
 
Public Policy: guidelines adopted by a government that guide the investment of resources administrated by the government. Arise from specific demands and needs of the community and in its best, are the result of mobilization and interaction between civil society and government. Materialized in laws, administrative routines, plans, programs or projects managed by the public power.
 
Social Responsibility: is the form of management that is defined by the ethical and transparent company with all the stakeholders with which it relates and by setting business goals to boost the sustainable development of society, preserving environmental and cultural resources for future generations, respecting diversity and promoting the reduction of social inequalities (Ethos Institute). 
 
Social Accountability 8000: a standard developed by an international council that gathers businesses, NGOs and trade unions to encourage the participation of all sectors of society in search of good and decent working conditions. It was founded with the goal to improve the welfare and the adequacy of social environmental and economic circumstances, besides developing a system for monitoring and control to ensure certified companies to continuous comply with the standards established. 
 
Stakeholder: Any actor (person, group, organization) that has a relationship or interest (direct or indirect) in or about the organization. Actors (internal or external) that affect or are affected by objectives or outcomes of a given organization at different extents, in that meet some basic attributes: power, legitimacy and urgency.
 
Supplier: is the generic name that includes "executor of works", "service provider" and "material supplier".
 
Visual identity: It is the expression language and symbols of the brand, design and all elements visual brand, which must be consistent with the concept of the brand, its values, culture and beliefs.​
 

 

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