It’s hard to imagine a time when Joel Rubin was not a part of the Hampton Road’s public relations and media landscape. After a fulfilling career as a broadcast journalist and talk show host, he founded Rubin Communications Group, a public relations agency where he and his team—which includes wife and Chief Operating Officer, Sara Jo Rubin—have earned a reputation for being a trusted and creative force in the region. We caught up with Joel recently to talk about his offshore wind education and outreach projects, the politicization of climate change, our strong regional maritime culture, and the joys of connecting people through storytelling.
CoVaBIZ: What first drew you to the offshore wind industry, and how did you become a de facto ambassador for it?
Rubin: In 2020, I approached leadership I knew at Dominion Energy after the company had erected two pilot turbines about 27 miles out at sea. I was aware that the big plan was to erect many more turbines on the Coastal Virginia Offshore Wind (CVOW) lease site, which was bringing a huge, brand-new industry into our region. I figured there would be avenues where I could help the public understand the impacts and benefits, particularly opportunities for jobs and contracts, and in the realms of higher education and workforce development. Dominion hired me to assist on this front, and then gave me the freedom to develop a creative way to communicate about the offshore wind project with the public.
Dominion already has excellent people in-house to work with the media, so I’m doing something different. I’m thinking like a 50-year resident of this region who happens to be creative, who has writing skills and who comes to the table with a great deal of curiosity. So, I came up with the idea for the It’s WINDSdays events and the WINDSday weekly newsletter that provides not just updated information on the CVOW project and offshore wind energy in general, but which also includes profiles of the companies, institutions and individuals who can benefit from it. Our region is the best place on the East Coast for CVOW to call home, and I’m not bashful about saying so.
So you’re essentially a bridge between a complex industry and the community. How do you approach building a culture around renewable energy, and how do you generate interest around the topic with people who may be skeptical or uninformed?
What it has allowed me to do, as a PR person, is to “own” a day of the week, Wednesdays, to share information and to stage events like our yearly YNot WINDSday at the Sandler Center. I’ve worked for the VA Maritime Association and now serve on their offshore wind committee, so I keep up with what’s happening, including how the towers, which are in effect artificial reefs, enhance sport fishing for example. I don’t view It’s WINDSday as the first and last word on renewable energy or offshore wind. There are many places to learn about the background and granular details of the project, so I approach the topic as the feature-oriented journalist that I am, producing profiles of people who are frankly “energetic” and who know that new sources of energy generation are important.
I accept that many people are unsure about it, particularly because the whole topic of climate change, rising seas, etc. has become so politicized. Yet we have a strong maritime culture in Hampton Roads with many firms in shipbuilding and repair, as well as ship agents, pilots, attorneys, and specialists who have located here because of the offshore wind project. There are skeptics. Reasonable people can discuss policy—benefits and impacts—but people need to make decisions based upon facts, not emotions. This is nothing new. In my view, the dire need for more clean energy generation and our capacity to bring it to life here in Coastal Virginia, causes the positive impacts to far outweigh any perceived drawbacks.
Joel enjoying the wind in his sails, courtesy of Sail Nauticus
What are some of the biggest misconceptions you encounter when talking to the public about offshore wind?
Some people believe that these windfarms are detrimental to whales. The clear evidence is that lobster nets in New England, and ships both military and commercial, traveling along the East Coast have a far greater impact. Another misconception is that offshore wind towers kill birds. I learned on my first trip out to the pilot turbines that’s it’s not the case, largely because of migratory patterns. Frankly I’m in awe of how much Dominion and its contractors do to protect marine wildlife, the number of vessels on site charged with looking out for them, and the fact that no monopile installation takes place during the six-month whale migration season. I have reported on the company that flushes bubbles into the water during monopile imbedding to deaden sound. It’s an incredible engineering process that Dominion, DEME, Thayer Mayan, and others are following to avoid harming wildlife while bringing a stunning amount of electricity, enough to power 660,000 households, to Virginia. We should be very proud of what these companies are collectively pulling off.
Your weekly WINDSdays newsletter is a valuable resource for staying informed. How do you decide what to highlight each week? Share a little bit about its inception.
WINDSdays fell into my lap following a conversation I had in 2021 with someone who pronounced Wednesday as ‘Windsday.’ I told her I was adopting that as the name of the project. I have to say that I’m having more fun with this than anything I’ve done in my 34 years in public relations. From my experience, I know what makes a good feature story, and I see good stories everywhere, particularly when I meet people who come here or return here to put down roots.
One of my favorites was an African-American woman who grew up in South Africa, went to college in Alaska, then moved with her husband to Chesapeake where she now owns and runs a wine bar. I also was captivated by a Puerto Rican man who moved here, met his wife who was a hostess, learned to weld aluminum, became a sought-after expert, and now the couple run their own repair yard in Portsmouth, and is part of our growing blue economy.
I love interviewing strangers, sharing their backgrounds, and urging my audience to get to know them and the things they produce. I appreciate this region and its people. People often find it hard to believe that I’ve written and published (along with my designer and Constant Contact distributor Season Roberts) It’s WINDSday every week for five years. We’re closing in on a thousand stories now. But it’s not a chore. Rarely do I find individuals who think offshore wind energy is bad for the region or the country. They simply want to learn more.
Do you find that there’s a difference in the way children respond to your outreach as opposed to adults? If so, how?
Children, and adults alike, are amazed at the gargantuan size of the wind turbine towers and their components, and rightly so—wait until they see the blades! It’s really something. Older kids understand the need for electricity produced by the wind and sun, and they’re pleased to hear this is an industry that can provide them with good livelihoods right here in Hampton Roads.
Can you share an example of a moment when you felt your outreach efforts really made an impact?
I recently did a story outlining what is ahead for CVOW in 2025 which included numerous port activities. I received a nice comment from a reader who said that because of my work, he had a better understanding of the project. I was able to help him conceptualize it. Teachers who manage KidWind teams in their schools really are grateful when I report on them and their pupils’ successes. The KidWind project is a national initiative that helps students and teachers creatively explore renewable energy. I’ve been to Centura College, TCC and New College in Martinsville to meet young people learning offshore wind skills. I know my efforts encourage them and their instructors to keep at it.
Can you describe a moment that really stuck with you—something someone said, or a reaction you witnessed—that reminded you why this work matters?
I hear from individuals on a weekly basis who tell me how much they enjoy the local stories, often the ones about restaurants or other small businesses. As a writer, that means the world. Sometimes in a weekly edition of It’s WINDSday there’s less news about offshore wind, but if readers—and I have thousands of them—discover a new spot to enjoy Filipino, Indian, or kosher food, that’s okay with me because there’s always something covered about environmental protection or workforce education that adds to their knowledge base about Hampton Roads.
Joel and Sara Jo with Neet Patel, entrepreneur and owner of Rangsa Indian Restaurant
What’s been the most surprising or unexpectedly meaningful part of this journey for you and what impact has it had on you personally and professionally?
I’ve gained so much more appreciation for small business owners who sacrifice their time and money to pursue their dreams. At the same time, I’m in awe of those who are making this offshore wind farm, the largest on the east coast, a reality. It’s putting us on the map. We’re a region that cares about renewable energy and we’re using our historic resources: ocean, bay, rivers, channels, tunnels, divers, welders, riggers, and other maritime assets, to become the wind industry’s domestic home. We should embrace this. Charlotte, Richmond, and Atlanta have their strengths, but thanks to our unique geography, our commitment to the maritime industry, and the aspirations of regional leaders and the public at large—this is our time.
Header photo: Joel Rubin (third row, orange polo) sharing the good news with Kingston Elementary School class
