Company: Direct Energy
Company Description: Direct Energy is the largest competitive retailer in North America of electricity and natural gas, home services, energy efficient solutions and more.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Awards Categories
Nomination Sub Category: Communications Professional of the Year

Nomination Title: Bethany Ruhe, Senior Manager, Public Relations

Tell the story about this nominated campaign since January 1 2012 (up to 525 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

From avoiding a zombie apocalypse to donating a boiler to a nonprofit in need, Bethany Ruhe, senior manager of public relations at Direct Energy, coordinates endless public relations efforts for Direct Energy, one of North America’s largest energy and energy-related services providers.

One of Ruhe’s many innovations is the Energy Zombies video campaign, a quirky, educational series of videos highlighting energy saving tips for consumers from married zombie couple, Chunk and Rita Shambles. The campaign was featured in a full-length Houston Business Journal article and sparked a radio media tour spanning six U.S. cities.

Direct Energy’s other video campaign, the Reduce Your Use For Good program, rewards nonprofits with grants to reduce energy costs. Due to Ruhe’s efforts, the program was highlighted in 12 radio interviews in eight U.S. cities. One major goal of the public relations team is to increase executive visibility. Ruhe acquired valuable real estate when Maura Clark, president of Direct Energy Business, was featured as the cover story of the May 2012 issue of Smart Business magazine. Clark also made an appearance in the November 2012 Pittsburgh’s ‘Who’s Who in Energy’ list via the Pittsburgh Business Times. Ruhe also nabbed a spot in the May 2012 issue of New Jersey Monthly with an extensive article explaining energy retail choices in the state. And more recently, got Clark on Pittsburgh Magazine’s Spotlight on Women in Business panel and an interview in the magazine.

Market entries and acquisitions are huge milestones for Direct Energy, and Ruhe was behind many public relations initiatives of the company’s entry into three Ohio markets including the Ohio Edison, Toledo Edison and Cleveland Electric service territories. She also played a huge role during the acquisitions of Energetix, NYSEG and Vectren Source.

To add to her professional accolades, the following is a sampling of her community investment efforts. Ruhe coordinated 70 Direct Energy volunteers to help the Western Pennsylvania Conservancy’s community flower garden program to beautify downtown Pittsburgh bi-yearly, resulting in coverage in local newspapers. She launched the Heat the Town campaign in Columbus, Ohio, an annual event that provides free furnace inspections and repairs to families in need.  Ruhe rode along with the technicians and landed an article in the Columbus Dispatch. She served on the raffle/auction committee for the Fashionista! event benefitting Children’s Hospital of Pittsburgh of UPMC. Ruhe wrangled Direct Energy volunteers to make the trip from Pittsburgh to Harrisburg to volunteer for its holiday parade two years in a row. She also facilitated the donation of a brand new boiler to Haven House in Lansing, Michigan, so that the organization would be warm for Christmas and years to come.

Just when you think Ruhe couldn’t possibly check off anything else on her to-do list, she nominated her direct report, Julie Hendry, for the PR News’ “15-To-Watch” for 2012. Hendry won an award and was recognized at a special award luncheon in Washington, D.C., with Ruhe by her side.

This award nomination is not only to highlight Ruhe’s endless public relations efforts at Direct Energy, but also a reciprocation of her devotion to ensure her employees are recognized for their hard work.

Upload a collection of supporting files and web addresses to our server to provide more background information to the judges. You may upload any number of attachments and URLs through the "Add Attachments, Videos, or Links to This Entry" link above. (Do NOT list your URLs below.)

Provide a brief (up to 125 words) biography about the leader(s) of the team that carried out this campaign:

Ruhe is a senior manager of public relations for Direct Energy's Northeast and Midwest residential business. She also provides strategic communications counsel for Direct Energy’s entire North American Commercial & Industrial business. In this role, Bethany focuses on helping residential and business consumers understand the changing landscape of competitive energy markets, and she helps all consumers reduce energy costs through price plans and more efficient use of electricity and natural gas.

Prior to joining Direct Energy in 2009, Bethany served as directors of public  relations for a mid-sized Pittsburgh firm, and spent several years in higher education.  Bethany graduated with a Bachelor of Arts in English, from Carlow University.  She resides in Pittsburgh, PA, with her family, and enjoys running and wine when she isn’t pr'ing.

.