Tagged: Kris Ruby

10 Ways You’re Sabotaging Your Chance Of Media Coverage

How to Get Media Coverage For Your Business


Securing press coverage for your business is a continual process. Pitching can take months before the media picks up your story. Often, business owners can be caught off guard when the media is interested in writing about them. Many DIY public relations guides teach businesses how to get their pitch picked up. But that is only half of the equation. If you don’t have the proper assets to give to the media when they are ready to interview you, you may be sabotaging your golden opportunity for coverage. Here are the top 10 ways I see founders sabotage themselves, along with how to prepare should the media come knocking.

1. Not having high-resolution photos: It perplexes me how many people pitch media and do not have a simple high-resolution photo. This is an absolute must if you are pitching a personal branding angle or if you are trying to secure a column as a contributor. If you don’t have a high-res photo, you can delay the entire process. You also need to have branded lifestyle photography for feature articles or human interest stories. If you are pitching an entrepreneurial angle, an editor will want to see you in action, meeting with clients or doing what you say you do best. Newsrooms are severely understaffed, so don’t expect them to send a photographer to your office.

2. Wearing clothing that clashes on camera: If a producer wants to book you for a segment, they will want you in the studio within a few hours. Finding television friendly attire that looks good on camera can be time-consuming. Start looking for outfits well before you are ever booked for a segment. For men, this can be as simple as a nice suit. For women, bright-colored dresses with short sleeves or three-quarter sleeves work well. Make sure you have tried on the dress sitting down to see how long it will appear on screen.

3. Using an outdated executive bio: Do you have a recently updated executive bio that can accompany all of your outbound pitches? If not, start working on this now. You should have a few different variations of your bio: one for trade publications, one for consumer pitching and a different version for bylines.

4. Missing contact information: This sounds simple, yet so many people skip this obvious step. They pitch to the media and do not include an email address or a cell phone number to reach them on their website. Journalists don’t want to spend time submitting lengthy contact forms to reach you. Make your contact information visible in the footer of your site to increase your chances of visibility.

5. Missing media collateral: If you are pitching a human interest story, journalists will want to see some basic information. This makes their lives significantly easier so they can review this while working on the story. It may also spark new angles they may not have thought of. Include FAQs about the “why” of your business. Try to answer all of the questions you think they may have so they can pull in relevant details from the Q&A or fact sheet. You can do this in Microsoft Word. Avoid sending them a PDF.

6. Including photos without image names: Journalists work on several different stories at a time and speak with different sources. If they request photos, make sure each photo has a file name instead of the regular “DSC20107.” Naming the image file will also give you an added SEO boost if they decide to run them. Think about the search terms you want to rank for when considering what to name each file.

7. Not having additional sources on file: If you are a doctor who is pitching a broadcast segment about a new epidemic, make sure you have other sources lined up to support the claim. You sitting alone in a dark room discussing the story is not a complete segment. The media may want to speak with someone who was impacted by the epidemic, a professor on the epidemic and provide your medical expertise on the story. They are also going to want b-roll footage as part of the package.

8. Using expired Dropbox links: Set up a Dropbox account before pitching. There is nothing more frustrating than having to email back and forth waiting to get the story assets you need, especially because of something like an expired link.

9. Missing major newsworthy talking points: If you are pitching yourself as an expert, you must be frequently consuming the news. A journalist doesn’t want to hear that you have never heard of the story they are working on. They will seriously question your credibility. I set up Google alerts for my industry so that I am always well-versed to comment on breaking news.

10. Lacking knowledge of what the media likes: If you want to be quoted in the media, educate yourself on what journalists are looking for. You can search on Twitter under the #PRFail hashtag to see what journalists hate. If a journalist asks your opinion, they aren’t looking for a one-line response. If you give them a one-liner, they are less likely to quote you. It is better to give more for them to pull from than less. Give them what they want, how they want it, when they want it and in the preferred format they want it in.

Not following these public relations tips could reduce the likelihood of being included in a story.

Ruby Media Group is an award-winning NY Public Relations Firm and NYC Social Media Marketing Agency.  The New York PR Firm specializes in healthcare marketing, healthcare PR and medical practice marketing.  Ruby Media Group helps companies increase their exposure through leveraging social media and digital PR. RMG conducts a thorough deep dive into an organizations brand identity, and then creates a digital footprint and comprehensive strategy to execute against. Specialties include content creation, strategic planning, social media management, and digital public relations. RMG helps clients shine in the digital space by extracting their strengths, developing story ideas, and crafting compelling news angles to ensure journalists go to their clients first as story sources and thought leaders. Ruby Media Group creates strategic, creative, measurable targeted campaigns to achieve your organizations strategic business growth objectives.

BU COM Alumni Kris Ruby Leads Personal Branding Workshop for Executives

I was thrilled to lead an interactive personal branding workshop recently for Boston University’s College of Communications alumni. For the full webinar, click here: 

Do you recognize the need to establish a personal brand, yet are unsure how to do so? During this webinar, Ruby Media Group CEO & Social Media Expert Kris Ruby will teach you the top 5 ways to leverage social media and digital PR to build a brand to stand out from your competitors.

During the webinar, Kris Ruby (COM ’09) will cover the following key points:

  • How to be positioned as a source so the media calls on you for quotes
  • How to leverage content marketing to increase inbound interest in your brand
  • How to use social media to make new connections with members of the media

Webinar main topic / industry: PR, Marketing, Communications, Branding

Webinar Target Audience: Mid-level managers and senior executives with intermediate prior knowledge of social media

Kris Ruby (COM ’09) is the founder of Ruby Media Group (RMG), a full-service Public Relations and Social Media Agency. RMG specializes in creating award-winning integrated public relations and social media campaigns. Ruby works with top Executives to help position their brands in the ever-changing world of social media. Kristen graduated from Boston University’s College of Communication in 2009 with a major in Public Relations. Kris is one of America’s pre-eminent social media experts on social media and is a frequent on air contributor on FOX News, CNBC, GMA, The Today Show and more. Kris was chosen by the Business Council of Westchester as the youngest “40 Under 40″ Rising Stars. For more information, visit www.rubymediagroup.com or www.krisruby.com

ABC Good Morning CT- Social Media During the Holiday Season- What Not to Post

New Haven, Conn (WTNH) – Social Media expert Kris Ruby discusses holiday dating on GMC Weekend.

Kris recommends being nice instead of naughty when it comes to social media.

Being nice means posting photos of skating at Rockefeller Center or running a charity Toy Drive for the children.

Being naughty includes posting photos from a workplace holiday party, photos of you kissing someone under the mistletoe, or you posting how much of a scrooge your boss is for not giving you the holiday bonus you wanted.

The video is no longer available.

Naughty (Here is what you should not post on Facebook)- short term and long term benefits/ consequences
Do Not Post:
1-Company party photos (Don’t look glassy eyed) or be the girl with too much makeup, short skirts/dresses or appear flirting with a co-worker (this could get you in trouble)
(You don’t want to be the head of the rumor mill or water cooler conversation due to Facebook capturing from the office party)
What you wear at the office party is not what you wear at a business council event (in photos)
2- Photos of you kissing someone under the mistletoe
This may seem like a good idea in the short term, but will have negative consequences long term if he is a “holiday fling” Remember, what you post on Facebook stays there forever
(What you post on Facebook stays on Facebook)
3-What a scrooge your boss is for not giving you the holiday bonus you wanted (you may think this is funny to impress a guy you are seeing, but trust me it will get back to your boss or a co-worker eventually)

My Interview with Ivanka Trump-Ivanka Trump And The Art Of Being Underestimated

Read the full article here on Forbes.com

When it comes to women in business, there is a common assumption that being super-rich and beautiful, with long blonde hair and an elegant 5’11” frame, usually means you are not taken as seriously as your male or mousier colleagues. Some would consider that a beauty bias, but Ivanka Trump, a living embodiment of all of the above, says, “Bring it on.”

“I never mind when somebody underestimates me,” she says. “I joke about this with my father all the time. If somebody has a meeting with Donald Trump, they will come in fully armed, whereas if they have a meeting with me, they are less likely to be prepared. That’s an advantage for me.”

One surprising advantage in a life full of many others. The 28-year-old Trump is the daughter of real estate personality Donald Trump and socialite Ivana Trump, an alumna of the Wharton School of Business and wife of Jared Kushner, an executive at the Kushner Companies, a New York real estate firm, and publisher of The New York Observer.

She is also the author of this year’s The Trump Card: Playing to Win in Work and Life, vice president of development and acquisitions at The Trump Organization and principal of her own jewelry line and boutique. And, as the world knows, she also appears as a judge on reality shows The Celebrity Apprentice and The Apprentice.

That kind of brand diversification is one reason she’s fully embraced the social Web, where she has 828,000 followers on Twitter and a Facebook page that features her must-haves (shoes, handbags, jewelry) and must-gives. Providing funds for the United Nations’ “Girl Up” campaign through sales of a specially created bracelet (recently seen on the wrists of Wendy Murdoch and Indra Nooyi) is her current cause. She also took the time to answer several of ForbesWoman’s Facebook followers’ questions–“If you could ask Ivanka Trump any question, what would it be?”–when she sat down to talk with us last month about being a female entrepreneur, life in a fish bowl and her personal style.

ForbesWoman: What are traits of a successful negotiator and deal-maker?

Trump: Fundamentally you are born with an instinct to read people and to understand people. You need a sense of confidence, which you may be born with or develop over time. If you don’t develop this it is hard to command respect in a negotiation. The person who is most prepared and has the most information always has a competitive advantage. Do your homework. It is also very important to try to fully understand what the other party most values in terms of the outcomes of the negotiation. It is often things that you don’t value or give a premium to that would be an easy concession that you can still accomplish your goals by conceding.

I think it’s also important to define your own goals prior to starting to negotiate. A lot of my friends will say they want to ask their boss for a raise. I say, “What are you looking to get?” And they say, “I don’t know.” You should always walk into a transaction discussion knowing what your end goal is.

Do you believe negotiation skills are important in all facets of life, even outside of business, to get what you want?


Ask any married woman that question and she will tell you yes–and my husband happens to be a good negotiator too. The key in these marital questions is not letting the other one know when you have won.

I do think the No. 1 saying in a relationship is mutual respect for the other person, including the other person’s goals and aspirations, whether that is professionally geared or philanthropically focused. I think that is so important that you are with somebody who supports your ambitions. If you have somebody who tries to undermine it, it is a recipe for disaster. That really does narrow the playing field for people.

What is your vision for business opportunities in today’s marketplace, particularly in emerging markets?

I think there are tremendous opportunities, but they are harder to come by because more people are competing for distressed assets. Back in the days of 2006 banks were throwing money at you. Now they have their purse strings closed, and you have to do a lot more work on each deal to secure financing. This is exactly the time when people should be transacting–not at the height, but at the trough. It represents an opportunity for companies who have been conservative and didn’t expose themselves and now have the ability to be more predatory in terms of what they are looking for.

Ashlee Thames Woods, via Facebook: How would you advise businesswomen to reinvent themselves in a competitive market?

Businesspeople constantly need to be reinventing themselves. Naturally there are more challenges that entrepreneurs are facing today than in the past, and it is always more difficult in a depressed economy to grow and flourish. It’s important to get in the habit of growing as a human being, developing and refining leadership and management skills and entrepreneurial instincts and changing to accommodate the times. In a business such as ours, which touches so many different aspects of luxury goods, and bringing the entertainment element into it too, it is very important to remain relevant and a front-runner.

Faten Abdallah, via Facebook: How can women remain competitive in the business world?

I try not to think too much in terms of gender distinction. It is something we try to all get away from in America, although abroad it is more apparent. That said, often in real estate development and finance, as opposed to the sales and marketing, there are very few women. I joke with my brothers that we will be in a meeting with 10 bankers and we will all give our cards, and they tend to call me back first. I have never had a problem with standing out in a crowd.

How do you deal with people who may underestimate you because you are a young, attractive woman?

I never mind when somebody underestimates me. It often means they are not well prepared. I joke about this with my father all the time. If somebody has a meeting with Donald Trump, they will come in fully armed and fully prepared, whereas if they have a meeting with me, they are less likely to be prepared, which is an advantage for me. It is always better to know more than the person you are speaking with.

How does it feel to have the media follow your every move?

I don’t think I have ever known anything other than living in a fishbowl most of my life. Even prior to The Apprentice my parents were very public figures, and that was my childhood experience. My parents did shelter us to the best of their ability, and any decisions we made to be more public were done so understanding the consequences of that behavior. One of the things I went into with my eyes wide open was the disadvantages of trying to maintain a personal life when you become a public figure building and extending the brand.

How have you used social media to market the Ivanka Trump Collection and the Trump brand?

Social media is something I started exploring in a more focused way around a year ago. It was Tony Hsieh, the founder and CEO of Zappos, who introduced me to the possibility of being able to push your company’s core values and core beliefs in a personal way, and also get you to have real time personal feedback. For example, I noticed theForbesWoman tweet this morning asking your readers what they would like to ask me if they could ask anything.

Through my social media efforts, I try to show a personal side to my brand, because people want the authenticity. Showing who we are as a family is a credence good as a family brand. I will post a rendering of a project’s lobby that is under renovation or in a design phase and ask fans, “What do you think about the conceptual design for the lobby in the soon-to-be-open Trump Toronto?”

Do you ever power down?

Technology is a tremendous asset but can also be very destructive. While you have to be available all the time today, it is so important to prioritize bigger-picture initiatives. I spend a lot of time on the weekends reflecting on what I want to accomplish and seeing if my goals are being met. Mornings are also a great time to reflect before the phones start ringing.

Kara’s A King, via Facebook: Do you purposely dress in a muted, low-key way to not attract too much attention?

My top three style tips for women at work are context, modesty and femininity. If you work in a law firm, you can’t wear the same thing you would wear if you worked at an ad agency. Understand what is appropriate for your industry and in terms of how much skin is being shown. Dress modestly. My office style has changed pretty drastically, and a lot of it became being comfortable with expressing femininity in a way that, when I was younger, I was nervous about. I was almost afraid to be feminine on the job, which in retrospect was probably a mistake. I wear pink to the office now, whereas when I was 22, I was nervous to wear anything other then a black pinstripe suit.

How can young women today avoid “concealing their femininity”?

You have to grow into your confidence to express yourself. Self-expression in some form isn’t always appropriate in the office–overly funky styles or multiple tattoos–but it is in the form of being feminine. We should embrace that as women. The instinct is to suppress our femininity, which is rooted in a concept that we should blend. But how you get there is not through shoulder-pads or pinstripes. You gain the respect of your colleagues. If you have their respect, they will not criticize you for dressing like a woman.

Kris Ruby is the president & founder of Ruby Media Group, a public relations, personal branding and social media agency. Kris also leads national speaking engagements on branding for Microsoft and the ABA has been featured on MSN Money, AOL Small Business, ABC Good Morning CT, NBC and News 12. She is the youngest ever to be chosen for the Business Council of Westchester’s “40 Under 40” Rising Stars.
Follow Kris Ruby on Twitter. Read Kris Ruby’s Blog.

Social Media Business Netiquette Tips ABC Good Morning CT, Kris Ruby RMG

Here are my top tips from my Social Media Business Netiquette segment on ABC Good Morning CT

“How Social Media is Impacting your Sales Cycle & Business Reputation: Avoid these Top 5 Mistakes”

1- Do not check in on foursquare when meeting with a prospect

2- Do not post pictures of meetings with prospects, free lunches they give you or anything else until the contract is signed! This will alert all of your competitors that follow you on your social networks that company X has an RFP out with other agencies

3-Avoid over sharing- be discreet with what you post- and if you find this too hard to manage then create 2 separate accounts- 1 for business, 1 for personal

4- Be consistent with your status updates- People do not want to see a changed relationship status and broken heart next to their “trusted advisor” that they have paid money to hire- this looks very inconsistent and can make them lose trust in your ability to make stable decisions- if you are in a rocky relationship or are a serial dater- it is best not to write any relationship status at all

5-Use the same “sick” rules you used in high school- When you called out sick in high school, it was best not to be seen running around the playground the same day.  The same rules apply for social media- if you are using a “sick” day- don’t go posting on twitter or facebook that you are actually on a 2 day vacation and you are having a great time! This is the easiest way to get fired

Forbes Woman- Top 20 Best-Branded Women on Twitter

My Forbes Woman Column recently went live last week.  Here is my first article on the top 20 branded women on Twitter. Read the full column on Forbes Woman here


20 Best-Branded Women On Twitter

Kris Ruby, 08.05.10, 11:10 AM EDT

When it comes to marketing a personal brand on Twitter, these women have what it takes.

This list of “best-branded” women on Twitter comprises travel experts, political bloggers, former models, social media gurus to happiness experts and TV producers. Despite their disparate backgrounds, all have one primary thing in common: They utilize social media to help promote their brand as well as a larger cause and always “give back” to the Twitter community.

Best-branded encompasses a lot more then Twitter follower numbers, it means creating a cohesive brand identity across multiple platforms. The women chosen have used Twitter to branch out and create either new brands or further their original brand through new media with thought-provoking comments, original content creation, inspiring tweets and compelling backgrounds.

@adventuregirl: Stefanie Michaels, or Adventure Girl as she is known on and offline, became popular for giving honest travel advice. She has been featured from Vanity Fair to Fox News for her travel advice. Alongside her blog, her book, Adventure Girl’s Guide to Adventure Travel…without Breaking a Nail, and giving advice from Vanity Fair to Fox News, she is definitely who you would want to go on an adventure with.

@Pistachio: The writer of Twitter for Dummies and CEO/Founder of OneForty.com, Laura Fitton knows what does and does not work on the site. With over 55,000 Twitter followers, her advice on all things related to Twitter has led her to become one of the queens of the site.

@DigitalRoyalty: Amy Jo Martin’s PR firm, Digital Royalty, has worked with Shaq, the White Sox, the UFC and others to create effective social media strategies. She is “royalty” not only within the sports world but within Twitter as well. 1.5 million Twitter followers can’t be wrong.

@ijustine: Lifecaster and Internet personality Justine Ezarik gained Web popularity with her Lifecasting videos and her now infamous 300-page iPhone bill. Now with over 1 million Twitter followers, users are still checking in to see Justine’s video parodies, her daily thoughts as well as her lifecasting videos.

@MarketingProfs:Advertising Age and The Huffington Post have recognized Ann Handley, the chief content officer forMarketingProfs.com, for her writing on business marketing through online and social media. She supplies her Twitter fans with up-to-the-minute social media related news and Web 2.0 posts!

@Techmama: Beth Blecherman, the founder of techmamas.com and whose website was chosen as one of the 100 best websites for women by Forbes, became famous by being a mom tech blogger. She is also influential on Twitter as well, where she provides premiere technology information for her readers.

@JuliaRoy: She has been one of ForbesWoman’s14 Power Women to Follow on Twitter, named one of America’s Tweethearts by Vanity Fair, a Top Twitter User and one of Top 30 Under 30 Tweeters. Alongside that impressive list, she is currently the senior manager of New Media at Coach Inc. (COH – news – people ), she also has worked at Schnieder Associates and Undercurrent. Check out her site at juliaroy.com

@BrandYou: Cindy Ratzlaff’s impressive resume includes being a social media strategist, a passionate brand evangelist, an author and an award winning publishing executive. She has also been named one of ForbeWoman’s 30 Women Entrepreneurs to Follow on Twitter (LINK: http://www.forbes.com/2009/11/24/twitter-forbeswoman-views-forbes-woman-entrepreneurs-natalie-macneil.html). She currently gives advice on brand marketing as well as developing marketing and publicity campaigns forNew York Times bestselling books.

@DonnaAntoniadis: Antoniadis is a digital, mobile and social media leader. She is the cofounder of ShesConnected.com, the first dual-profile social networking sit for women. Created for busy women, ShesConnected allows women to connect with other women in personal and professional areas.

@SmallBizTrends: Anita Campbell is the founder, CEO and editor in chief ofsmallbiztrends.com, as well the host of Small Business Trends radio. Anita is an expert in the areas of business and writing. Her website has won Forbes “Best of the Web” and has appeared in theWall Street Journal.

@MariaShriver: Most celebrities pages are a one-way street of communication–updates that focus solely on themselves, what they’re doing, what they’re wearing etc. However, the First Lady of California re-tweets valuable information about California based charities and events that all tweeps can get involved in or attend. She supports her image through tweets that inform, educate and push people to act. Most valuable are her tweets about The 2010 Women’s Conference.

@OfficialKimora: From its colors, to its design, to its background, Simmons’ Twitter page is fashion forward and connects with her overall fashion-focused brand. Simmons is extremely transparent on her page and connects and engages with many of her followers. After watching Simmons tweet live with her followers at an FIT speaking engagement, it is clear that Kimora does not believe in Twitter ghosting and is the real deal.

@IvankaTrump: Trump uses her Twitter profile as an extension of her personal brand. She tweets daily about her handbag line, her books and her life as an entrepreneur. Not only does she update her twitter followers on her business ventures, she also takes time to interact with them and share her personal opinions.

@Pattistanger: Stanger’s business, which centers around helping millionaires find love, has quickly catapulted her to success through her Bravo TV show and various social media profiles. Patti gives followers love advice, tips, and her personal opinion, as well what she is doing daily. Her dating tweets are often helpful and valuable to her followers looking to find true love.

@Alyssa_Milano: Milano uses her Twitter for a good cause: promoting charities that she is involved in, United Nations updates, helping her fellow tweeps by posting valuable Twitter how-to content, as well as her experiences traveling abroad. She often shares videos and pictures that help promote her brand. One last thing: She is one of the funniest people on Twitter today.

@AnnCurry: Curry uses her Twitter page as an extension of her journalistic passion. She provides glimpses of upcoming specials she has reported on, breaking news, and shares her own personal passions with her followers through her own photography. Curry also provides references to other great American works of literature and pieces of well-known journalism in her tweets. Curry also engages with her followers and gives them direct updates on current affairs and news.

@KarenRobinovitz: Robinovitz’s cosmetic’s company, Purple Lab, has been featured in the New York Times, InStyle, E! News and on countless blogs. Her line has been featured on HSN, where her products combine glam and science into a multipurpose eye, lip, and face makeup. She uses her Twitter page to tweet to her fans, as well as to give advice on make-up and fashion.

@AmyPalmer: The InTouch weekly senior editor and Emmy nominated TV host and executive producer is soon to launchPower Women TV, an online series focusing on women in business and entrepreneurship. She uses Twitter to update her followers on when they can see her on TV, as well as communicating directly with her fans. She is building the Powerwomen TV brand solely through her Web 2.0 efforts and we applaud her for building a brand from the ground up using Twitter.

@GabbyBernstein: Founder of the Women’s Entrepreneurial Network and Herfuture.com, this modern-day life guru also has a No. 1 bestselling book, Add More ~ing to Your Life. She uses her Twitter to discuss her upcoming talks and book tours, as well as giving out life advice to her followers. She has distinguished herself as the “happiness expert” for women and always tweets out inspiring and uplifting “pick me ups!”

@KathyIreland: The former SI swimsuit model has turned herself into a multimillion-dollar brand. She uses her Twitter page to not only promote herself, but to raise awareness and promote charities to her followers. She gives advice to her followers daily and often communicated directly with them, answering questions tweeted to her.

Kris Ruby is the president & founder of Ruby Media Group, a public relations, personal branding and social media agency. Kris also leads national speaking engagements on branding for Microsoft and the ABA has been featured on MSN Money, AOL Small Business, ABC Good Morning CT, NBC and News 12. She is the youngest ever to be chosen for the Business Council of Westchester’s “40 Under 40” Rising Stars.

Follow Kris Ruby on Twitter. Read Kris Ruby’s Blog.