How to Leverage a Press Hit

So you recently secured a major press hit. Now what? Here are RMG’s top tips to maximize the buzz into long term exposure and more hits.

  1. Share the press link on your company’s social media networks
  2. Thank the writer and outlet and include both handles in your social media posts
  3. Create a clipping of the press hit and include in your electronic media kit
  4. Add the press hit to your company’s web site
  5. Order a plaque of the press hit (if it is a feature article) and prominently display in your office
  6. Share the press hit with clients that may benefit from the content shared in the article
  7. Send the article to other outlets that may want to do a follow up story
  8. Pull out the best quotes written about your company by the writer and share in your media kit.
Leverage a Press hit

How to Use Social Media to Effectively Leverage Your Brand

Ruby Media Group was recently featured in an interview on giving business owners advice on how to effectively use social media to leverage your brand. Click here to read the full interview for helpful social media tips for your business. We were also excited to share some history on the company. Thanks for featuring us!

Use Social media to effectively leverage your brand.
Interview Reprint
Published by
Posted: Saturday, February 11, 2014

What should your company be doing on social media to attract potential customers and clients in the New Year?

Think visually, says Kris Ruby of PR and social media marketing firm Ruby Media Group.

“The future of social media marketing is more visual storytelling,” she adds. “As we have seen with the popularity of Instagram and the changes with the Facebook timeline for brand pages, there is an increased shift to tell the story through compelling graphics and not text.”

We recently checked in with Kris to get her take on how to use social media to effectively leverage your brand.

What should we know about you?

My name is Kris Ruby and I am the president of Ruby Media Group, a public relations and social media company in Westchester, Greenwich and Manhattan. I graduated from Boston University’s College of Communication with a degree in PR and started my company shortly after graduating. I have been in the business for more than five years. We have clients in a variety of industries. I am also a frequent TV contributor on all things social media and tech trend related on FOX, ABC’s “Good Morning America” and countless other networks.

Tell us about Ruby Media Group. When and why did you start the company?

I started the company because I wanted to help business owners expand their social media presence. A few years into the business, I was hired to do PR for the launch of a new retail store in Westchester County. Shortly after, many other businesses began coming to Ruby Media Group for PR services. I realized I had a great penchant for PR as well as social media and wanted to help companies publicize themselves in integrated ways utilizing new media.

What sets you apart from other PR and social media agencies?

What sets Ruby Media Group apart is our integration of PR and social media. We use social media as a tool for PR, rather than as a vehicle for it. There is a big difference. We believe that by leveraging a client’s social media, we can help them get more PR hits for the right stories to get the word out.

We see social media as an integrative part of a client’s PR strategy. Every time our clients get press hits, for example, we share their press hits in a custom PRESS album we created for them on their Facebook pages.

The other big difference from a social media perspective is the creation of customized content for our clients’ marketing strategies. We spend a great deal of time every month creating custom editorial content calendars for our clients.

How did you get to be such an expert on social media?

By the time I graduated, I had 13 internships in the communications field at some of the top companies including E! Entertainment, CBS Domestic Television Distribution, Morgan Stanley, Sirius Radio and countless others.

While I was a student at BU, the PR curriculum was changing to integrate social media. My case studies in the field when I started my company helped me to become an expert. I like to think that we continue to become experts on a daily basis in whatever field we are in, and that this is a process that continues to grow as the industry changes.

An “expert” is not a status to aspire to, rather, it is a journey in your field that you grow with as the industry changes. I think there are a lot of people out there who throw this term around loosely without truly achieving “expert” status at any one thing, only the next “hot thing.” I was behind the social media revolution from the beginning. I understand the technology and am also part of the digital revolution.

What excites you about using social media to grow business?

What excites me is leveraging social media to help build a business’s brand presence. I get excited when my clients get press hits. Nothing in this world excites me more than getting a Google alert with my client’s name in it. I immediately start pasting up the press clipping for them and share the press hit. I love the feeling!

What do you think are the most common mistakes business owners make when it comes to social media marketing?

I think one of the most common mistakes business owners make when it comes to social media is they make it all about themselves or their company. They forget to make the content engaging and make it too self-promotional.

I also think business owners are not careful enough about what they post. For example, I have seen one company post a photo of a whiteboard where if you zoom in you can actually see a client’s name and the cost next to it. I have also seen a company boast on Twitter about how much their revenues grew this year. I don’t think that’s good marketing. Client confidentiality should be kept intact, and certain things are not meant to be posted.

The tool is very powerful, but when there is little humility and a lot of ego involved, I think it has a reverse effect on the message you are trying to share.

At minimum, what should every business owner be doing with social media marketing?

Every business owner should have a digital strategy in 2014 and custom content creation. And if they can’t do that, they should outsource to a company like Ruby Media Group that can do it for them.

What brands do you follow for inspiration for social media marketing? Who do you think is doing it right?

NYCPRGirls is a blog that I think is doing it right. I love all of their content and always read everything that comes in from the brand. I find it helpful and often pass it on to my colleagues for useful reading. They are doing it right because they put out interesting content that is easy to read and is visually appealing.

Social media marketing gets most of the buzz these days, but what types of traditional PR/Marketing do you think is still effective and still important for businesses to try?

I think traditional PR will be getting more of the buzz in 2014. There will be a renaissance of traditional PR as brands look to adapt their PR strategies in the New Year. PR creates the content for the social media strategy to share and repackage. The most effective PR is crafting a compelling story that is actually newsworthy and connecting it to the right reporters to share it.

How do you advise clients on protecting their online reputations?

    • Watch what you post.
    • Check your writing three times before you post anything.
    • If you wouldn’t want it plastered across the cover of the New York Times, don’t post it!

Follow Kris Ruby on FacebookTwitter and on Google+.

Social Media Pre-Nup

With Valentine’s Day right around the corner, we started thinking about the correlation between social media and cheating.










An increasing number of marriages are breaking up due to inappropriate social media activity, which begs the question: is it more important now than ever before to have a pre-nup?

Social Media Expert Kris Ruby of Westchester PR Agency Ruby Media Group weighs in

In 2012, divorce lawyers surveyed by Divorce-Online UK said that Facebook was implicated in a third of all divorce filings the previous year.

Almost one in five online divorce petitions dealt with by one firm cite Facebook in one way or another.

It is now easier then ever to catch your spouse cheating on social media sites such as Facebook, or even the new dating review app Lulu, which enables women to tap into their existing Facebook network to review the males performance and likeability “ratings” she is associated with from her Facebook friends.

Imagine how shocked you would be to find out that your husband was just rated on Lulu last week by an anonymous Facebook friend on his “performance.” Social media cheating scandals like this are happening at an increasingly high rate. In order to be prepared for a social media cheating scandal, you need to have a social media pre-nup in place which covers digital cheating.

The world has changed- has your pre-nup changed with it to reflect the new rules of dating?

Top 4 ways to check if your partner is digitally cheating

Ask your active “Tinder” friends to see if they spot your partner on the dating app

Do a quick Lulu search to see if your partner has recently been reviewed

Check to see if you notice any suspicious Facebook inbox messages

The new Mac software links imessages to multiple devices. If anything is suspicious, this is another clear giveaway.

If you find anything, don’t delete it. Take a screenshot and capture it.


Top Tips to Re-Engage Your Social Media Audience

Looking for ways to re-engage your social media audience? Here are RMG’s top tips to re-engage, re-energize and re-fuel your social media content strategy.

We recently read a great article over the weekend by Drew McLellan discussing the 10-year Anniversary Facebook movies Facebook allowed users to create. He raised an interesting question: “If your Facebook Business Page had a movie, what content would show up in it that your fans took the time to enjoy?” We really agree with his main point here-“Seems like this movie gift was a very good reminder to all of us that Facebook (whether it is our personal page or a business page) is all about the audience and what they care about.”  As a follow up to his article, we came up with some fresh ideas for your business to re-engage your social communities.

Tweak Go through Facebook insights and look at the top 10 highest ranked posts by your fans. What did they care most about? What did they like and share the most? Tweak your content strategy accordingly to what your fans find most interesting, not what you find most interesting.

Monitor Selfie Hashtags for your Brand Create a selfie campaign for your customers. While I do not advocate open ended “selfies,” I do think they are a powerful tool for brands to connect with their customers. Search the hashtag of your brand on Instagram and Twitter. What photos do people post with this hashtag when they are using your service, at your restaurant, or experiencing your brand? Connect with that content and make that a central focus of your social strategy.

Tell Better Stories Understand your brands story and tell it. One of the biggest mistakes brands still make on social media in 2014 is using social channels as a promotional tool versus a storytelling tool. Understand what story your brand is trying to tell, and use social media as a way to tell the story. Every post every day should be a different way to tell the central story. There is a direct correlation between positive brand story telling and user engagement.

Measure The best way to re-engage fans is to measure what is working. Measure what your fans really connect with. Another big mistake brands make is getting lost in the editorial content calendar shuffle. They are so obsessed with posting and keeping up with the social media rat race that they forget to actually measure what’s working. Pause. If you are not continually measuring what has the greatest impact with your audience, you will lose followers, and it will ultimately damage the value of the community you are trying to create.

For more helpful social media tips for your Westchester, Greenwich or Manhattan business, contact kruby @ ruby 

How to Become Insta Famous: Instagram Star Jen Selter Case Study

Recognize the name Jen Selter? You may have read about this Instagram celeb in Elle or The NY Post recently. Selter started off with the vision of helping people get motivated through their workouts, but she has become Insta famous! According to The NY Post, The Roslyn, LI, native has gained a cult following for her unique ability to simultaneously serve as inspiration for tens of thousands of women.  With over 2.2 million followers on Instagram, Selter is now being offered endorsement deals from major talent agencies. Most recently, she signed an agreement with The Legacy Agency, a sports management company that represents NFL players such as Reggie Bush. Lets take a look at how Selter climbed the road to Insta Fame.

How to become Insta famous:

Selter created various social media accounts on Facebook, Instagram, Tumblr and Twitter.  She started off by posting selfies, food photos and going out photos. Then, she tweaked her social media strategy and began posting photos of her working out and adding in inspiring quotes. Her workout photos suddenly became more creative.  It was clear that she knew what was attracting her followers, and she built her insta fame around it.  From that moment on, Selter capitalized on what was drawing in the highest number of new followers. She made sure this was the focus of almost every picture.

Want to achieve Selter’s Instagram success?

Tip: Examine who follows you on Instagram. Are there any key trends in the people following you? For example, are they all young girls ages 15-25 who share your passion for Sex and The City quotes or are they 30-45 year old male travelers who share your passion for adventures and parasailing? The more you examine who follows you, the greater insight you will have into who your core audience is and how to market around it. The biggest mistake people make on Instagram is ignoring who their core follower base actually is and where it comes from. Once you study it, you can begin to share content and create a community around those that share your passion.

How to keep the followers coming?

Selter posed around New York City, always remembering to flaunt her assets that were drawing in new followers. She came up with interesting captions such as “Empire state of mind” with a picture of her in a workout position and the Empire State building in the background. She started posting #seltering and even created her own hashtag. People started hashtagging this with picture of themselves in workout clothing.  They wanted to be her.

Tip to achieve Selters Insta Fame: Create your own hashtag that your followers can use to post photos. This is a great way to build a community.

So you want to be an Insta Celeb?

To be Insta Famous, you have to stand out. You need to have one value proposition that sets you apart from the rest and keeps fans coming back for more. The key here is creating compelling content. In Instagram terms, the content needs to be visually appealing. What one asset do you have that you can show visually that separates you apart from the rest? How can you create content that makes people want to be part of your movement or trend?

When you look closely at Instagram stars, they all have one thing in common: They build a community around a niche market.

Whether it is green juice, working out, or even highlighted body parts, people go to them as the “go to” expert and can’t get enough of their content. How can you leverage the content you create to be inspiring? How can you share things that make others want to replicate what you are doing and be part of your movement? How can you take something so personal and make everyone else feel connected? This is the key to Instagram success.













Photos from NY and

PR Communications Process Planning

January has been a very busy month for Ruby Media Group! From annual editorial calendar planning, to annual media buying for clients, we have been quite busy! One of the most interesting trends we noticed across the board with all our clients is the need for process creation in their communication channels. As companies learn to use new forms of digital marketing, there needs to be a repeatable process in place for employees to leverage the technology for maximum impact. We have spent a lot of time creating strategic management process guides for internal PR, Social Media and Marketing for our clients as a framework for 2014. Here are some tips for you to do the same for your companies marketing.

Key Takeaway: A Campaign is only as good as its execution

For example, lets say you work with your PR agency to develop a strong PR plan. The PR agency has drafted the release, created a custom media list and distributed it to reporters. Success! A reporter calls one of your internal employees to ask about the release you just put out. Problem- the employee is not aware of the release details and refutes the statement made in a release. All of this could be avoided with a tactical PR Process plan. Before kicking off new campaigns, make sure you have done the following:

Create a PR Communications Process for Employees 

Send the release and media materials you are distributing to all internal employees so they are aware of  relevant details

Make sure employees know to direct all media requests to the publicist or CEO (employees should not be speaking directly to the media- this is the function of the PR agency)

Share a campaign timeline of deliverables with all employees so they know when certain aspects of the campaign will kick off and won’t be caught off guard if an employee comes in to redeem something they heard about in the news









Ruby Media Group is a Social Media and Public Relations Agency in Manhattan, Westchester, NY, Greenwich and . To discuss strategic process planning for your organizations communications efforts, contact us today at kruby@ 

Is Facebook the next bubonic plague? Social Media Expert Kris Ruby weighs in on FOX Business

A recent study by Princeton University predicts Facebook could die out by 2017. If the Facebook infection were to track the same course as a disease, the study states it would peak and then users would lose interest.

Social Media Expert Kris Ruby, President of Social Media & PR Agency Ruby Media Group, weighs in on FOX Business Money with Melissa Francis. Watch the full segment here.  

Kris Ruby, Ruby Media Group, Expert Opinion:

The tool is here to stay- but the “glam” and “glitz” appeal of the Facebook network has faded because it has lost its younger demographic following. The appeal of the network has faded and its losing its younger demographic.

The most important part of this study for business owners to know is that whether Facebook comes or goes, social media is here to stay.  You still need to invest in content creation as part of your digital strategy. The only thing that will change is which network you post it on. We saw this with MySpace and will continue to see this with “hot” social media networks.

Facebook will need to evolve through product innovation in order to grow market share or it will die out. In business, if you’re not growing you’re dying.

Has Facebook hit its peak of popularity?

Facebook has hit its peak of popularity among a younger demographic. Diseases stop spreading when they reach a saturation point, and Facebook has reached this point. The numbers for the younger market are on the decline and if Facebook does not innovate and appeal to this market, there will be growth issues.  According to a study by istrategylabs, Facebook Has Lost Over 11 Million Young Users Since 2011.

However, this is not necessarily a bad thing for marketers targeting a different demographic. The 55+ group is the fastest growing demographic on social media. As a luxury-marketing agency, this is a positive. This is the group we want to mass market to that has discretionary income to spend. So yes, Facebook may have hit its peak of popularity with young people, but for marketers who want to reach an older demographic, this is a hyper-targeted way to do so.

Is Facebook going through a bubonic plague?

Like the bubonic plague, Facebook could die out as users become immune to its influence. You hear a lot of people say, “I’m hoping to be off Facebook,” referring to its addictive nature. However, regarding the study, it is important to keep in mind that it is based solely on Google search data. A large majority of users now access Facebook using mobile apps rather than through a browser, which may skew the data.  It is not peer-reviewed either, meaning other academics have not had the opportunity to challenge and critique its findings before publication.

Are there certain trends that show Facebook is losing more than gaining more followers?

Yes, it has a major “teen appeal” problem.

What will the next Facebook be? Where will all of those lost users go next?

In my opinion, the lost users will migrate to Instagram. Instagram is currently the world’s fastest-growing social network. According to research by the GlobalWebIndex, Instagram is growing the fastest of all social media sites worldwide, increasing its active user base by 23% in the last six months. As one user noted, Instagram is a place to post photos of the things that you like the most, not the things that you dislike. It is more visually stimulating.

To book Kris Ruby for an upcoming segment, contact kruby @ 

Reminders on Social Media Etiquette in the New Year

Social Media Expert Kris Ruby on Fox & Friends with Clayton Morris sharing top tips for social media etiquette in the New Year

Watch the full Fox & Friends FOX NEWS segment here 












Mind your Digital Manners

1) Be present. Focus on being in the present moment with the people around you. Stop trying to stage the perfect life on social media. People today are so focused with capturing the perfect photo of their food on Instagram rather then savoring the taste of it and enjoying it. They want to share their check-in and filtered photos rather then actually be where they are. Also, use photo effects to enhance photos, not altogether alter them. People know when pictures are over photoshopped and over filtered.

2) Remember, what you post is public. If you wouldn’t want your tweet plastered on the cover of The New York Times, then don’t post it. Your snarky tweets that you think are hysterical may be mis interpreted and offensive to the company you represent and the public at large. Do you really want a social media etiquette mistake to be the reason you get fired this year?

3) Stop over using hashtags. Hashtags are a great way to categorize content, but they are often overused. Think before you hashtag. Is every single hashtag you want to use really necessary? Before you write your next set of hashtags, insert the phrase “I am” and read it out loud. For example, if you were going to hashtag #fabulous #gorgeous #amazing- try saying out loud, “I am fabulous, gorgeous and amazing.” Is that really the message you are trying to put out there about yourself?

4) Establish social media privacy boundaries. Whether you are talking to someone on ichat, Facebook chat or even Tinder, establish your social media privacy boundaries up front. If you are exchanging personal photos or racy texts, make sure you have established some hardcore privacy rules up front before engaging. And if you are thinking about screenshotting someones texts or tinder messages and blasting them on a web site, don’t do it. Think before you post. Don’t attract negative social media karma in the New Year.

5) Don’t be THAT person. “LIKE ME, ATTEND WITH ME, PLAY THIS GAME WITH ME. PLEASE.” Sounds pretty desperate, right? Everyone knows that person on Facebook who is always inviting them to like their fan page, play candy crush or Farmville or attend their New Years Party. Stop with the excessive invites. If we aren’t friends in real life, then why would I attend your event? If they aren’t a customer or potential customer of your business in real life, what makes you think they will suddenly like your business on Facebook? Think more strategically about who you invite to “like”, “fan”, and “attend” before sending.

6) Update your status only when necessary. We get it, your single, and you want to show your ex that you have moved on and have a hot new love. But do your coworkers really need to witness the breakup and makeup through numerous status updates and photos of broken hearts showing in their newsfeed? Unless you are getting engaged or married, stop changing your relationship status every 5 minutes. It makes you look really unstable, especially to your friends who are settled down. Update your status when it really is a “milestone.” Bottom line- stop oversharing and don’t over post.

7) Save the Selfies. Yes, “selfie” is the 2013 Word of the Year. But that doesn’t mean you need to contribute any more selfles then you already have. Enough with the duck lips and staged selfles. We know what you look like. Do we really need to see you from every angle in EVERY outfit you own?


How to Utilize Twitter as an effective tool for complaining- FOX BUSINESS “Willis Report”

Social Media Expert Kris Ruby share’s top tips on how to utilize Twitter as effective tool to get what you want when complaining on FOX BUSINESS “Willis Report” with Gerri Willis.

Why is Twitter an effective tool for complaining?

Twitter is an effective tool for complaining because it is a portal for  public 2 way public communication. When you dial into a customer service line, no one knows who you are and the complaint isn’t public. When you post a complaint on Twitter, it stays online and companies don’t want their reputations ruined. When people complain on Twitter, they get real time feedback and often times feel they are having a more “human” interaction then dealing with an automated recording.

What is an example of a complaint that worked in a customers favor?

Jetblue is incredibly responsive on Twitter. Airlines can often be a source of frustration for travelers, but Jetblue has done a remarkable job of using Twitter as a customer service platform to increase customer loyalty and keep frequent flyers satisfied. They excel in responsiveness on Twitter.

An example would be a customer complaining about their long wait time and horrific flying experience, and Jetblue responding while they are still at the airport offering to refund the cost of their flight publicly. They turned a negative situation into a positive one and the customer RT’d the response, which received positive feedback from their followers.

When brands react professionally to negative criticisms and complaints, people actually develop stronger loyalty for those brands.

What are the biggest mistakes people make when they complain on Twitter?

The biggest mistake people make when they complain on Twitter is being overly emotional and “whiny.” Another mistake people make when complaining is not actually having a legitimate complaint.

How do you complain on Twitter and get results?

Be solution oriented- If you have a legitimate complaint about the service you received, come up with a solution so you don’t seem like an endless “complainer.” Include a solution that could actually be valuable to a company.

Think before you type- Remember, what you say is permanent. If you wouldn’t want your tweet on the cover of the NY Times, then don’t write it. Choose your 140 characters wisely.

Use the company’s Twitter handle you are complaining about so the complaint is on their radar

Tweet photos (For ex. Skirt you ordered that was sent with a rip in it, screenshot of an email to the company unanswered)

How do you get results when you complain on Twitter? 

To get maximum results when you complain on Twitter and get others to RT the complaint, it has to be something that would not turn off future customers. A great way to get customers to RT your complaint is by sharing a screenshot of how the company mishandled the situation (If they tweeted you “We don’t want your business and don’t come back. There are plenty of other stores to shop at.”)

This is compelling because of the human-interest element and makes others think- if that is how they treated one customer then I will never become a customer.

Martha Stewart’s recent Twitter rant- Was this a good way to go about complaining?

Martha Stewart’s recent Twitter rant was not a good way to go about complaining because it had a “Diva Like” tone to it.  It wasn’t really a valid complaint that Apple should have bounced back to and fixed. So what if your iPad broke? They don’t do custom home deliveries and you can’t get special treatment because of celebrity status. Granted if this is something they wanted to do it would have been a good PR move for Apple, but by no means should they have been expected to do that.

The problem becomes when your complaint is not in alignment with what a company should realistically fix. You then sound “whiny.” If they sent you a broken iPad, then they should respond immediately and fix it. If your iPad broke after you bought it, however, then drive to the store like everyone else and have it fixed the old fashioned way.

Meet The Media of Westchester, NY – PR Pitching Tips

Last night, Ruby Media Group had the pleasure of attending the Meet the Media event hosted by The Professional Women of Westchester at The newly renovated Crowne Plaza Hotel in White Plains. Panelists included Kate Walsh of Westchester Magazine, Faith Ann Butcher of Hudson Valley Reporter, Kacey Morabito Grean of 100.7 WHUD and Janet Hasson of LoHud. The panel was moderated by Lisa Kaslyn of Prosper Communications.

For those that missed the event, here are some PR nuggets of wisdom for how to land great ink for your clients in local Westchester press!

Event Submission

Be sure to post your local event on all relevant event calendars (Patch, Daily Voice, Lohud, WestchesterMagazine, Westfair, etc.)

Pitching Background Research

Find out who it is that covers what you are pitching and pitch accordingly. For example, are you pitching a hard news story, metro crime or lifestyle?

If you want to break in as a subject matter expert or source, read the bi lines of articles and see who is covering what you want to be quoted on.

Add value to a reporter.

Every reporter is looking for leads and new story ideas. If you have a truly relevant story that would be of value to a publications readers; pitch it. Always pitch the actual news or the human-interest story, do not pitch ‘puff pieces.’ 

E-mail pitching 101

Do not send emails with attachments and no body text.

Put the date in the subject line

Come up with a witty subject line

Always answer- who, what, where, when and why

Be mindful of reporter’s deadlines and planning. For example, if it is a monthly publication, don’t pitch a story for October when they are already planning their January issue. Be mindful of editorial calendars.

How to get Ink

If you want a reporter to cover your restaurant or new fitness class, invite them in to try it! They can’t write about what they don’t know.

Meet the medis in Westchester, NY - flyer
















Ruby Media Group is a full service Public Relations Agency in Westchester, Fairfield and Manhattan. For more information on how RMG can generate national media exposure for your business, contact us at kruby @