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Pepco: Communications Department of the Year

Gold Stevie Award Winner 2012, Click to Enter The 2014 American Business Awards

Company: Pepco Holdings, Inc.; Washington, DC
Company Description: Pepco Holdings, Inc. is an energy delivery company that serves about 2 million customers in Delaware, D.C., Maryland and New Jersey. PHI subsidiaries Pepco, Delmarva Power and Atlantic City Electric provide regulated electricity service; Delmarva Power also provides natural gas service. PHI also provides energy efficiency and renewable energy services through Pepco Energy Services.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications Department of the Year

Nomination Title: A Reputational Turnaround

Tell the story about what this nominated department achieved since January 1 2013 (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:

After its Pepco subsidiary was named “Most Hated Company in America” by Business Insider, Pepco Holdings, Inc. (PHI), transformed Corporate Communications to help dramatically improve reputation and customer satisfaction.

Customer satisfaction for Pepco reached an all-time low in 2011 – regulators questioned the company’s reliability and media relentlessly criticized its service. Determined to rehabilitate its reputation, in 2011, PHI brought in a new communications leader who laid out an aggressive vision to improve customer satisfaction among its three subsidiaries – Pepco, Atlantic City Electric and Delmarva Power. The communications department was completely restructured – job descriptions rewritten, accountability enhanced and high-performing talent brought in to help turn around Pepco’s tarnished image.

The new department focused on strategic communications and enhanced customer service. Comprehensive strategies were developed in 2012 to align key initiatives and operations objectives. The department executed a multi-pronged vision including rebranding the company, streamlining customer communications, launching multi-million-dollar advertising campaigns focused on service improvements and storm restoration, and improving PHI’s digital media presence – all a heavy focus of 2013, continuing to date.

The department is driven by research; its deliverables are driven by customer perception. Everything shows customers what PHI is doing, engages them, and teaches them about the industry, business, investments and successes.

The work paid off though there have been obstacles. A derecho storm devastated PHI’s territory in 2012 sparking renewed criticism. Lessons learned were leveraged during Hurricane Sandy and following the storm, Pepco customer satisfaction rose 16 points – up 20 points since summer 2011.

During Hurricane Sandy, communications leadership spearheaded a groundbreaking move that has continued to pay dividends into 2014. PHI invited reporters to embed within operations during the storm. Members of The Washington Post followed Pepco employees, resulting in the positive article, “Inside Pepco: How the utility kept the lights on during Hurricane Sandy”. By the end of 2013, satisfaction increased 23 points since summer 2011 for Pepco, and 12 points for PHI. Even though Pepco was once named “Most Hated Company in America”, in March 2014, PHI was named “Energy Company of the Year” by EnergyBiz.

Past year highlights include:

• Customers are beginning to trust Pepco and publicly voice appreciation
• Customers show strong awareness of PHI’s more than $5.8 billion investment over five years primarily in distribution and transmission systems and technology
• Positive to neutral media tonality continues across PHI
• Research and lessons learned are helping to teach stakeholders about the company, the industry and its successes
• PHI is using social media and its mobile app in innovative ways

The new strategies continued to improve perceptions in 2013 and early 2014 when PHI’s service area experienced unusually cold weather and several snowstorms. This time, customers praised the company for its quick response and lack of power outages.

In 2013, PHI received 19 communications awards and recognitions including a Public Relations Society of America Silver Anvil Award, National Capital Chapter Thoth Award and Bronze Anvil Award of Commendation. It was also honored by PR News as a Top Place to Work in PR.

PHI’s Corporate Communications department is committed to delivering solid support for one of the largest energy delivery companies in the mid-Atlantic.

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Provide a brief (up to 125 words) biography about the leader of this nominated organization/department:

Laura Monica, vice president, Corporate Communications, for Pepco Holdings, Inc. (PHI), leads external and internal communications. Monica reports directly to Joseph M. Rigby, chairman, president and CEO of Pepco Holdings, Inc.

Before PHI, Monica was senior vice president, Corporate Communications and External Affairs, at American Water. Monica also founded strategic communications firm, High Point Communications, serving as president for 15 years.

2013 accolades include a Public Relations Society of America Silver Anvil Award and leading one of the “Top Places to Work in PR” as recognized by PR News. In her career, Monica has received more than 100 awards.

Monica earned a master’s in public administration and a bachelor’s degree from the University of New Hampshire. She guest lectured at numerous schools and organizations.