Public Relations

Voice Your Choice

AN EDUCATED CHOICE

In November 2004 and 2005, Rueckert Advertising & Public Relations worked hand-in-hand with the New York State Public Service Commission (PSC) on its efforts to assist customers in making a decision about their energy supplier under Rochester Gas & Electric Company's (RG&E) "Voice Your Choice" program.

We helped coordinate a series of regional town meetings and energy fairs to provide residential electricity customers with an opportunity to obtain information about energy service companies (ESCOs) offering competitive choices for electricity supply prior to the end of RG&E's "Voice Your Choice" enrollment period.

Our agency also publicized the town meetings to the local media, which were attended by staff from the PSC's Office of Retail Market Development, and representatives from RG&E and regional ESCOs.

In addition, we arranged for meetings to be taped and rebroadcast on more than 12 government and public access stations.

RAISED AWARENESS CAUSES MIGRATION

As a result of our intensive PR efforts, we secured almost three million earned impressions from Rochester media outlets. This heightened awareness encouraged 11,500 RG&E customers (16.4 percent of RG&E's customer base) to opt to receive their electricity supply from an ESCO. That number continues to grow; ESCO's now serve 53 percent of RG&E's overall electric system load.