Tagged: pr

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. To watch the full personal branding webinar, click here: 

Personal Branding For Doctors webinar kris ruby

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.

Presented by Kris Ruby (COM’09) of Ruby Media Group Recorded on November 15, 2016

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

Read RMG’s comprehensive Personal Branding Guide “Branding Yourself: The Business of You” to learn:

  • The best personal branding tips
  • How to build a brand
  • Cost-effective branding ideas
  • Powerful brand building strategies
  • How to brand your business or medical practice through digital PR
  • Personal branding tips and techniques to take your brand to the next level

Transcript: How to Leverage Social Media to Develop a Personal Brand & Increase Media Exposure through Digital Public Relations

Jeff Murphy, BU COM: Hello everybody and thank you for joining us for today’s BU industry insider’s professional development webinar: “How to leverage social media to develop a personal brand and increase media exposure.”

My name is Jeff Murphy and I’m an Associate Director in the BU Alumni Relations Office as well as a proud alumnus of the BU School of Business. Today’s webinar is sponsored by the BU Alumni Association and is offered to our 321,000 alumni around the globe. Throughout your career, BU is committed to helping you define and achieve your professional goals. We aim to do this by providing alumni with a series of valuable online tools and social media communities. It’s important that we get your opinion on how we’re doing so we very much look forward to receiving your feedback via a survey that will be emailed to all of you later today. Today we have alumni joining us from Paris, Barcelona, Brazil, India, Toronto, Chicago, California, and as always dozens of Massachusetts alumni from towns like Waltham, Cambridge, Winchester, Dorchester, Newton, Arlington, and more.

It’s now my pleasure to introduce our speaker for the day. Presenting from New York is College of Communications alumna Kristen Ruby.

Kris Ruby is the founder of Ruby Media Group, also known as RMG. A full-service public relations and social media agency, RMG specializes in creating award-winning integrated public relations and social media campaigns.  A boutique and resourceful consulting agency, RMG also works on assembling the right team and recommending the most effective solutions for any business challenge. RMG has an unmatched track record of success in creating successful personal branding campaigns.

Kris is a personal branding consultant who works with top c-suite executives to position their personal brands in the ever-changing world of social media marketing. She graduated from Boston University’s College of Communications in 2009 with a major in public relations. Kris Ruby is one of America’s preeminent experts on social media and is a frequent on-air contributor on Fox News, CNBC Good Morning America, The Today Show and more.

I’m really excited to have you as our speaker, Kris. I’m going to go ahead and get your PR e-book up and I say e-book instead of slide deck. For those of you who have attended one of our webinars before, this one’s going to be slightly different in that Kris is officially launching her most recent e-book yet unpublished called, “Maximize your social media presence,” and she’s going to be walking us through her new e-book, which, as you’ll see, there’s a lot of content in the images. But you don’t need to be worried about writing everything down. We’re going to email everybody a copy of this e-book, so you can read it more in-depth a little bit later.

Kris Ruby: Thank you so much for joining us today for this webinar. I’m so excited to be here and be part of the BU COM alumni community. Today we will be talking about personal branding in PR and how you can leverage social media to build your personal brand. The first question I want to answer is: what is a personal brand? Why does creating a personal brand matter?

If you look at the most recent election and someone who had zero political experience who came out of the blue and was able to win a campaign within two years. How is that possible? Well, one of the things that made that possible was a strong personal brand.  Whether you love it or hate it, the fact of the matter is that it existed.

Why is that important? A personal brand is like a cape or invisible paint that you wear and it somehow becomes very important when you need it.


Personal Branding Definition: 

Personal branding is building a series of small branding components over time that one day will create a strong brand so that when you need it, you can pull the trigger to leverage it for other career advancements and opportunities. And that’s really at the heart of what personal branding is.  Your online reputation impacts your business. Reputation builds trust. And people do business with people they trust. Personal branding can help people trust you more or trust you less. When you have no personal brand on Google search results, unfortunately, people will trust you less.

Why is personal branding important in today’s digital economy?

When people search for your brand or business online, they want to see more than paid search results. Personal branding gives consumers a behind-the-scenes look into your ethos, values, and personality. If you don’t develop a personal brand, you will lose to a competitor who is more visible online. Online reputation management matters in this digital economy, and personal branding is one of the best ways to control your reputation in search results.

There is a lot of misinformation out there about how you can build your personal brand. What I want to focus on today is showing you how you can build brand equity by strategically using 3 tactics: content marketing, PR and social media marketing.


Jeff Murphy, BU COM: Can you tell us about how to leverage content marketing to increase inbound interest from the media in a personal brand?

Kris Ruby: Content Marketing is a critical component of personal branding and supports the branding and PR process. Let me explain how.

What is content marketing?

Content Marketing is positioning yourself in the market as a thought leader and aligning yourself with content that shows your subject matter expertise in a specific vertical. But that’s only half of it. You also want to write content in a way that people want to digest it.  Next, you want to make it easy to get found online for that content by people who are searching for your services or who are members of the media that are searching for that topic.

Content Marketing/ Personal Branding example:

People ask, “How did you get started on TV and how did you build your brand?” Here’s how.

I wrote an article as a guest author for JDate and the topic was how social media has changed the dating landscape. And then I tweeted out that content using the right hashtags so people who were interested in that topic on social media could find it. As a result of strategically hashtagging the article, a TV producer found the article and direct messaged me on Twitter and booked me for my first live TV segment. I had zero experience on television and I had never done a TV segment before. Plus, I did all of this without a PR firm. This is a great testament to the power of personal branding and public relations! But the reason that I was found by a producer on social media was because I put out the right content at the right time and I made it easy for the TV producer to find me on social media. Then, when he looked me up online, I had a strong personal brand developed and the credentials to back up what I was discussing in the article. This is how personal branding, content marketing and PR should ideally work together to help you achieve your PR goals.

I share this personal branding example with you because you can do the same thing and utilize my personal branding strategy to get more national media exposure for your business or medical practice. If you’re putting out content that could be a possible segment and you make it easy enough for people to find it, the same thing can happen to you! Personal branding is critical for doctors, lawyers, authors, entrepreneurs, and professional service providers.


Personal branding strategy: Sponsored Content

There are other ways to amplify your personal brand that tie into a content marketing strategy. One of the personal branding strategies that will increase visibility for your brand is sponsored content. This is a huge trend right now in digital marketing. And it’s very important as some social media marketing platforms change their algorithm and make it harder for your content to be seen.

Sponsoring content and boosting posts has become a more important component of your digital PR strategy. If there is a web site you want to get featured on from an editorial standpoint, but your pitches are not resonating with reporters, you may want to consider sponsored content. Yes, it does mean paying for visibility, but it is an interesting hybrid of editorial and advertising and enables you to reach your branding objectives.  Buying sponsored content helps you get in front of the right audience with relevant content to a highly targeted audience that you are paying to get visibility in front of.

Personal branding strategy: Inbound Marketing

Inbound marketing is another personal branding strategy that is important to consider.  This notion that you can bombard consumers with direct advertising is the way of the past and it is no longer an effective marketing tactic to reach mass consumers. If you want to develop a strong funnel of inbound marketing leads, you need to create compelling content that keeps people coming back for more.



What role does SEO play in branding?

When you search for someone online and go to the first page of Google, think about what you click on.

Do you click on the paid ads, which you can very easily see because they’re marked as paid, or do you click on the content that answers your questions and matches the searcher’s intent?

Improve your personal brand with SEO

The next strategy to increase your personal branding is personal SEO.  SEO for individuals is so important.  I believe in organic SEO, which means consistently putting out fresh, organic content.  I don’t believe you have to pay for it with pay per click (PPC) and many of these other paid digital tactics.  If you put out strong organic content and have the right backlinks that carry weight and depth, then you can make it easier to get found online by prospects (and the media!).

How do I optimize my name on Google?

How do I make sure I am the first name to come up on Google? One way to build your personal brand on Google is to claim your directory listing and use rich schema markup. You also want to claim your business listing on Google. The best way to optimize your name on Google is to *try* to control the search results. You can do this by consistently getting quoted in the media as a subject matter expert through a digital PR campaign, which will impact how relevant you are when searchers look for your name.

Branding through SEO: Search engine optimization for people

Most people think of SEO for their business, but they do not realize personal SEO is critical for building a personal brand. You want to use critical search terms that the media is using to find an expert in your niche. For example, the media may not search for your name at first. Instead, they will do a generic search like “NYC Social Media Expert.”

PR for SEO Kris Ruby








Branding Tip: Is your personal branding web site optimized to appear in those search results? If not, it should be!

Personal SEO for your name: How to improve personal Google search results

The next personal branding strategy is blogging. If you consistently publish fresh content on Google, you will improve your branded search results for your name.

For example, let’s say you want to position yourself as a medical expert.

What are the top 20 questions that prospective patients have about your services?

Next, write content around that as part of your personal branding strategy.

If you do this personal branding exercise, you could have 20 pieces of content!

Personal Branding Tip: Write out the answers to prospects’ most pressing questions and help people find you!

Personal branding/ blogging tips: How to figure out the heart of your personal brand:

Ask yourself the following question:

If I was booked on a national television station on a topic, what would my title be as an expert?

Think about your name, title and what you want to be known as an expert in. If you look, for example, Kris Ruby, President of Ruby Media Group, doesn’t answer the subject matter expertise. “Social Media Expert” or “Digital Media Strategist” would be the expert title in TV jargon.

What matters to a producer is answering:

  • What is this guest an expert in?
  • Are they an expert in social media technology, digital media trends or advertising?
  • Don’t make them guess! Spell it out for them!

You have to be able to think like a producer.  Think like someone who wants to find you and then do the reverse algorithm of that and work backward. 

Personal Branding/ PR Pro Tip: Answer people’s questions so that if there’s a breaking news story, you are the one that the media is going to call as a source because you’ve already put out so much content on that topic that they know that they can rely on you because of your unique take on a given topic.  The goal is to become a trusted source and media commentator. That is the power of personal branding and PR!


Staying on brand: Avoid these top branding mistakes

Social media is not sufficient to replace your entire marketing strategy and it is not a magic bullet to fix your sales and marketing challenges. You can’t expect social media, marketing or branding to turn everything around for your business.  You need to be doing one of seven different marketing and PR tactics at any given time using a PESO strategy.

Unfortunately, you can’t develop a personal brand by hiring an agency and expecting them to know what you know.  No one can go inside of your brain and know what you know as a thought leader in your field. If you’re expecting someone to be able to ghostwrite on your behalf, it’s not a sustainable strategy.   You have to be part of the content creation process. This process includes social media, branding, public relations, media relations, paid media, and traditional advertising.

Jeff Murphy, BU COM: Can you comment on the three big questions that we wanted to answer for our audience today, both from a small business and also personal branding perspective?


How to be positioned as an expert source so the media calls on you for quotes.

Kris Ruby: These are great questions to guide you in your personal branding journey if you want to be positioned as an expert source.

Create a brand vision and ethos.

What to consider before building a personal brand…

Answer the following brand questionnaire questions. We ask our clients to engage in the same exercise!

  1. Who is your target audience?
  2. What do you want to be known for?
  3. Who do you want access to?
  4. What media are you looking to connect with? *Then create a media list around that.

How do I build a personal brand?

Build a personal brand blog. Blogging for business or “the business of you” is critical to helping you reach your branding objectives.  I can’t stress this enough– you need a personal branding blog. You also want to know your audience; you don’t just want to write for the sake of writing. If you understand what your personal brand is, and who you’re looking for, you should write content very specifically for that audience.  If you’re not sure how to get started with blogging for your personal brand, there are blog topic generators, where you can put in three different keywords, and they will give you the titles of what you should write about. You also want to understand, what are your frequency limits? How much content can you put out? 

PR personal branding Pro Tip. If you spend time writing PR pitches to journalists and no one uses your quotes, post the content on your blog. That’s why it’s so great to save interview answers that have not been used because you can keep recycling and reusing the content. 

Create a content calendar.  Create an editorial content calendar so you know what holidays are coming up and how that ties into the news for a hook or relevant angle. There are so many random holidays that most people don’t even realize exist so that’s a really good PR trick to leverage these holidays. And that can make your whole social media process that much quicker. Sharing helpful information is important.  It shouldn’t feel salesy. It should feel like you’re compelled to write something because your thought leadership on the topic will be that helpful for people. Apply this rule: If you don’t want to share it or if your family wouldn’t share what you’re writing, skip it.  Write content that is interesting enough that would apply to someone where it will actually help their life. You may say, but I work in a field that’s so dry, no one’s ever going to want to share this. That’s just not true. Spice up the content and bring it to life.

Develop your lower-third expert title. If a national TV producer looks for you, you’re not just President of x company. You are an expert in X.  You have very specific thought leadership in that area.  A producer will not be interested in you because of what your company does or your company title. The truth is no one cares. Unless you’re hiring a NY PR agency to specifically get you a few press placements for a new product launch, it’s not a sustainable PR campaign.  I’ve done more than 30 TV segments as an expert guest on social media marketing. I don’t think I’ve ever done one segment on what my company does. Because the media doesn’t care we do. They care about having an expert source who can comment on a story. Figure out what expertise you want to be known for and carve a niche around that.

Follow breaking news and always be prepared to comment on trending stories. Use sites like Mention or Google Alerts and put out alerts for trending news stories in your field so that breaking news comes directly to your inbox daily. For example, every time there is a news story on Instagram, Facebook or Twitter, it’s impossible to keep up with it. I went in and I put on Google alerts for each of those keywords and now I’m getting a daily digest email about top stories, the top breaking stories for each of those things. And then I can decide, do I want to comment on it? I did the same thing with “election social media” as a phrase. And then I would get articles and decide if I wanted to comment on any of them in the media. You can do the same thing for your personal PR strategy to make this more manageable.

Watch the news. If you want to get found by the media online, start staying on top of the news more than you ever have before. Because in the TV booking world, they are booking guests based on breaking news, not fluffy ideas with no news peg. Anything that planned yesterday is no longer going to be relevant tomorrow. If there’s a breaking news story, TV producers want someone that is able to speak on that specific topic. For example, if you’re in healthcare and a new medical study just came out, you want to write content around that, and then use the right keywords and hashtags. Guest blogging on other people’s web sites is also critical for increasing visibility and domain authority.

How can I create my personal brand on a limited budget or without any money?

Answer media queries.  You can use free resources like HARO to build your brand and get free media exposure and publicity for your business or PR for your medical practice.  As a PR consultant, I use this PR tool every day for my clients. If you want to be quoted as a source, read those queries daily and respond to the ones that make sense for your business that you can comment on. If you get quoted, it is a source of free publicity.  Unfortunately, most people spend more time writing about themselves than they do giving a reporter what they are looking for.  If a reporter says, “I’m looking for an expert who can speak on X,” answer the questions and provide one line at the bottom of the pitch with who you are and a link back to your personal branding web site and why they should quote you. Journalists and reporters are receiving thousands of responses to queries per day. What they’re looking for is the best response and the most highly qualified expert. The first thing that they want to see is who is actually answering the question they are reporting on. And 99% of people do not ever answer the question. And that’s why no one picked up their responses to HARO queries. So that’s a great PR tip that I’m going to leave you with. That alone can help boost your personal brand, and it’s a free way to do it. 

Create a PR strategy and engage in media training.  

How can I strengthen my online presence?

Here is what the media cares about:

  • Getting more viewers and eyeballs on their segments.
  • Producing great segments.
  • Having the best guests.
  • Having experts on-air who are thought leaders who can move the story forward.

You need to be able to have a point of view that pushes a story forward.

It’s not just saying, “I read this” and regurgitating what the story is.  It’s saying, based on the story, here are the top three things that you need to do.

See the difference? There is an art to crafting storylines and angles, which is where a PR consultant can help you.

Yesterday, I looked at a story of terrible post-election, social media behavior that I’ve noticed. And then I put out an article on the top three ways not to engage in deplorable social media behavior.  I didn’t just read the story, I read it, and then I turned it around and I put out actually really good content that people can use and consume, that they’re like, Hey, Kris, thanks for sharing this, right. So that’s a perfect example of something that you can do as well. And if the content is strong enough, you can reuse that content for a pitch to a TV producer for content on a blog, or even break it down into different tweets. So that’s something that’s important as well.   You can take this content and stretch it out exponentially, especially if you’re taking the time to write it.

I’m talking about TV booking and how to get on national television and some people here may not care about that at all but here’s the reason why I bring that up. Because this webinar is about social media and PR and leveraging your personal brand to do both. If you do one tactic, you can use it to get to the other.  I want to empower you with the tools that if you’re going to use social media the right way, one of the byproducts of that is that you can obtain the attention of the media by doing that. So that’s why I’m sharing both sides of the equation of what that looks like and giving you examples of how you can do that when you are building your personal branding strategy.

PR Tip for personal branding: Don’t just comment on every story and don’t comment on things that are out of your wheelhouse or out of scope just to say that you commented on it.  It’s better to go narrow than to go too wide when you don’t really know what it is you’re commenting about.


How do you create a personal brand with digital public relations?

Jeff Murphy, BU COM: As we continue through this tour of your PR e-book, one of the questions that we want to dive in deeper into is about how important it is to make connections with members of the media.  Can you speak more specifically about how to make connections with reporters and journalists on Twitter?

Twitter for PR: How to Use Twitter for your public relations strategy

Find PR opportunities on Twitter using these tips

Kris Ruby: If you want to connect with the media on social media, build a Twitter list that is private that no one else can see except for you. Add members of the media that you’re looking to connect with, put them all on a Twitter list and then follow their tweets. Rather than seeing your normal feed of the same 2000 people that you normally follow, you’re not going to see in that Twitter list, maybe only the fifteen media people that you want to get on their radar.  And every day for 15 minutes, you’re going to go in there and you are going to favorite their tweets, you’re going to make an active effort to respond to some of what they’re saying you’re going to retweet some of their content. This will warm up the process so that if you ever do want to reach out to these reporters, or if you do want to get on their radar, they know who you are. So that is a great tip that can exponentially help you build your personal brand and it’s an easy, actionable item.

Create a traditional media list. What publication do you wish would write about you?  Open that publication, look at an article that is written about your competitor, see who wrote it, look at their website and then on the bottom, they’re going to be sharing all their social media links.

Writers, like producers, want more traffic on their articles.

If you can help them achieve those traffic goals, you become more valuable to them. Not only as a source, but also as a fan and part of the audience. Create a media Twitter list and following what they’re reporting on. If they do write about you, thank the reporter on Twitter or Facebook and retweet the content, share the content and tag them in it so that they see it.  From my experiences with the media and having built trusted relationships with the media over a decade, notice if you don’t do that, and if you don’t do that, they’re less likely to use you again as a source moving forward.

Twitter for PR Pro Tip: Tap into trends and also look on Twitter at what is trending. Put out content and leverage trends that are trending on Twitter.

Look for journalists’ queries in real-time.  One of the things is #journorequest and #PRrequest and then and then just jump in there.

Facebook Groups for PR: How to connect with the media on Facebook

Jeff Murphy, BU COM: Kris, I’m curious to know what’s different about using Facebook to also make those connections with the media?

Kris Ruby: Leverage Facebook groups to connect with journalists because you never know what reporters are in the groups.  Many journalists search for sources in Facebook groups.  If you are in a very specific vertical, search for groups that exist within that, join the groups and then comment within those groups, because a lot of times people get queries from media finding you within the Facebook groups. The other thing is you can use hashtags on Facebook and I think that’s important. You don’t want to overdo it the way you overdo it on an Instagram or a Twitter with hashtags, because Facebook etiquette is different.  If you want people to find you, you should tag brand pages, mention places and strategically use hashtags.

Raising brand awareness on social media

If you want to build a personal brand for business, you need to boost posts using paid advertising. Social media platforms have changed their algorithms so much that if you want to get found and if you want your fans to see your content, you need a budget for paid digital advertising.

Social Media personal branding tip: Create a fan page for your name as a public figure.  Create a separate Facebook fan page so that again, you’re differentiating yourself as the brand, which is important.

Want more social media tips? Here is a link to a five-step process for measuring the ROI of social media.

Jeff Murphy, BU COM: Awesome, Kris, thanks as we wait for some questions to come in here. Again, to all of our guests, please feel free to use this chance to ask Kris Ruby a question by typing your question into the Q&A chat box at the bottom of the screen. And while we wait for those to roll in. Kris, I know you and I had talked about an interesting exercise with our group here. We want to know from all of you in terms of building your personal brand, particularly if any of you are already you know experienced and trying to connect with the media, please click the right answer here for which social media marketing channel has been most successful for you. And Kris, I trust you can see those answers coming in real-time here.

Kris Ruby: For those that said none of the above, can you drop into the chat box right now? What the other category would be for you because you said none of the above. I want to know what are the other things that you’re doing that have worked for you. Drop that into the chat button so we can see what those things are so we can share it with the rest of the group.

Jeff Murphy, BU COM: Actually, Kris, I just opened up another poll question. That’s a short answer one, so people can go use that. But I can see them coming in here at the bottom, LinkedIn. Yeah, forgot to include LinkedIn. I don’t always think of that as social media, to be honest with you, I think of it more as your professional brand. But any comments on LinkedIn?


How can I use LinkedIn to build my personal brand?

Kris Ruby: LinkedIn is important for personal branding with business connections and prospects and it’s the most business social media network out of all of the major social platforms. And it is really important for personal branding. One of the things you can do on LinkedIn is to share over all the thought leadership content that you’re writing and put it on LinkedIn. Securing recommendations and testimonials from a colleague is important. Joining relevant industry groups and participating in those groups is also important. LinkedIn has added the capabilities and functionality to add videos or photos within your profile. If you’re quoted in an article, you should share that on LinkedIn so that other people can see that. People have work anniversaries, saying congratulations, it’s just another way to move your brand forward so people actually consistently see you. But the number one way to leverage LinkedIn for personal branding is to put out a steady flow of content, and then use hashtags to increase visibility.

Jeff Murphy, BU COM: Kris, we’ve got some great questions rolling in here. Molly’s wondering, is an e-newsletter a suitable substitute for a blog? Are they the same thing? What are your thoughts on that?

Kris Ruby: I don’t think they’re the same thing. I wouldn’t necessarily do it as a substitute. My answer is that it depends who’s on the receiving end of it. If you have all of the people that are on your target list that are receiving that, then I suppose you could say that but my issue with an e-newsletter is that people don’t necessarily just find it because they’re getting it because they’ve already somehow subscribed to you.  If I don’t know that you exist, I’d be Googling you to first find out about it. If you’re not putting that information on the blog, it’s going to be much more challenging for me to find that. The issue with that newsletter is that it goes under the basic assumption that I already know who you are and I want to read your content again versus the inbound approach. I’ve drawn people in with the content. To cover your bases, it is best to post that content on your personal branding blog as well especially if you have already written it.

Jeff Murphy, BU COM: And a similar question from Diane, she’s already a brand on an electric electronic newspaper, but wants to change venues for broader exposure. If you’re somebody who’s got a solid brand presence in an E-newsletter, what would you recommend as the next step to for broader exposure?

Kris Ruby: That just becomes a negotiation with the outlet.  I would say that that’s the pitch.  I would spend time as a PR consultant, perfecting what that pitch is and telling the reporter what you can bring to their outlet and why they should be working with you. They will be looking for your audience size or social media numbers, what type of talent you are, that you’re bringing to their site. If you’re a brand, they look at you as talent right now.  That’s the new version of “Hollywood talent” and influencers. They’re going to want to see your own version of a media kit. My recommendation to you would be to put that together and let them know based on what you’ve done with a previous media outlet. What results you secured and how much traffic you were able to bring.

Jeff Murphy, BU COM: Interesting question here from Susan, specifically on Twitter.  Is it better to have many more followers than accounts that you personally follow?

Kris Ruby: I think people do that for vanity reasons.  So the Twitter vanity metrics, yes, it’s better to have more followers than people that you’re following. I think that matters, probably maybe with journalists if they’re seeing it.  In the grand scheme of things, it doesn’t necessarily, but if you want to I would say yes.


Jeff Murphy, BU COM: You talked quite a bit about the importance of blogging for personal branding. So where would you recommend that people get started with blogging and what are some helpful personal branding tools?

Blogging platforms for thought leadership

Kris Ruby: I build personal branding web sites using WordPress, and I customize the themes, and then they usually have a blogging component within them. So that’s what I recommend doing, having it built into the backend of a WordPress site. But you want to get started with it. Like even with writing one tool that I use that I pay is called Grammarly. And what you can do is you drop in all of your text that you’ve written, and it will edit it and it’s like having a professional editor on your computer. And you can then put in “this is a business letter or business email, or this is going to be for a blog post and it edits the content accordingly for where you’re going to publish it. Having tools like that at your disposal is also just amazing and it cuts out having to have a full-time editor. One thing I will say is that you need to think about yourself as your own magazine now. Everyone becomes a publisher and that’s something that has really changed in digital PR and marketing. You need to think that way. Think the way that the biggest regional publication thinks where you live.

You should expect to be putting a lot in on the front end of writing content, formatting that content, doing graphics around that content. I want to share some tips with you and some tricks that you can use that are free or at a very minimal cost to do that.  One of the apps that I use that is great for non-graphic designers is Canva.

Jeff Murphy, BU COM: You’ve been talking about this next question from Patrick, and you just talked about viewing yourself as a magazine publisher. Patrick’s question is, when your business is you, is there a different way that your branding then you would for a company? Should he be talking more about who he is? Or what he does?

How to become more visible as a recognized expert in your field

Kris Ruby: It’s not who you are or what you do. It’s fundamentally about what your brand can do for others that will make you an invaluable media asset.  What’s most important is how can you take that and move a story forward and give people information that will broaden their horizon on a specific topic.  It’s not who you are or what you do, it’s what you can do for a producer’s audience that matters.

When you’re branding a person versus a company, it’s very different and you can take more liberties when you’re doing personal branding than you can if you’re working at a Fortune 500 company and you have a different structural hierarchy that you have to go through. The great part about having a personal brand is that you don’t have to go through all of that red tape.

I will say, though, that there are ways that you can very easily destroy your personal brand. I’ve never seen more people destroy their personal brands than I have over the past few weeks of the election, one of the things that I always tell people, you know, traditionally before any of this happened is you have to think about who you’re connected to.

Are you connected to people online that you want to potentially do business with? If so, you don’t want to put something out on social media that is going to potentially offend 50% of the population that you are going to want to work with at some point down the line. But for whatever reason, right now, we’re in the wild, wild west of social media.

All conventional social media etiquette rules have gone out the window, and people are just posting whatever they feel like even on LinkedIn, I’m seeing it across the board.  I urge you to think about that when you’re putting content out there. You’re in this branding game for the long haul. Don’t just think about what makes the most sense to post today because you have a strong opinion about something. You really want to think about- if this was on the cover of The New York Times my tweet, my blog post, what I want all of America or would I want the world reading this opinion, and you have to think about how it ties into your overall brand. Does it support it? Or does it detract from it?

Jeff Murphy, BU COM: Silas question addresses what you just talked about regarding somebody destroying their own personal brand, but Silas wants to know about when you have fans or commenters who are impacting your brand. He specifically mentions that on Twitter and Facebook, he’s getting lots of people who make comments that you don’t want to be associated with that he’s having to block people from time to time. And his question is basically, how do you make sure that you are interacting with the right set of people on social media channels?

Kris Ruby: I’m seeing a rise of that right now. Let’s say it’s on Facebook and you post something and someone posts something that’s an inappropriate response on that thread or that you deem inappropriate. One of the things you can do is direct message somebody in a polite way and say, “This is a safe space for positive commentary we don’t really tolerate so you can have your own sort of social media policy with your own followers and what’s okay and what’s not okay.  If you start seeing things that are terrible and that you don’t want to be associated with, I would unfriend those people and block them. But unfortunately, right now everyone’s coming out of the woodwork and saying so much more of this stuff than we’ve ever seen. You can’t block everyone you’re friends with.  If you post intelligent things in what is somewhat of a neutral way, and I think that the message, the way in which you craft that message also will dictate the response that you’re getting. If you still see things that are ridiculous, I’d say definitely remove that content because again, you are affiliated with what their responses or you can publicly respond and say, please don’t comment, please stop trolling my wall.  You’re on Twitter, you don’t have to respond to those people at all.

Jeff Murphy, BU COM: Susan’s just typed in a question as I think, a result of listening to your answers on the last two. But let’s say that you do have a personal brand meltdown on social media, any thoughts on how you recover from a major brand disaster?

Kris Ruby: Go silent for a little bit. This world that we created where we have to be attached to our devices 24/7 in order to feel okay and connected it’s that’s not okay.  If you have a brand meltdown, I would step away from the computer like stop posting, all you’re going to do is make it worse, you need some time to reflect on what happened with that meltdown. And if you stay connected, all you’re going to do is continue to make that problem exponentially greater.  Walk away from the computer shut down and go take a walk outside, literally go sit in nature for a second and think about when you come back when you decide to have your comeback online, what is the thing you want to say? Do you want to issue a public apology? How do you want to PR this? Do you feel like you can recover from this? What does that really look like for you? It’s so specific to each individual thing that I feel like I probably have to have like a call with everyone on what those meltdowns look like, but my number one piece of advice would be stepping away from the computer and stop posting.

Jeff Murphy, BU COM: I knew we would get a question like this before too long and I’m glad Cattrell has asked that I think it’s a great place to end.  And so Cottrell’s question and I’ll add other than hiring you as a personal branding consultant Kris, what would be your best advice for giving a new couture fashion brand some exposure on social media?

Kris Ruby: For a fashion brand Instagram would make the most sense for that brand and to also be joining different fashion groups and boosting posts. Figure out who your audience is and boosting posts accordingly to get on the radar of who you are looking for. Fashion is an entirely separate PR vertical where you need to be sending out samples and connecting with the right influencers. Figure out what influencers you want to connect with and then dress them and then and then broker a deal with them where they in exchange for you dressing them they are publicly promoting your line. obviously, they have to follow the new guidelines and make it clear right they have to let it be known that you have an agreement with them about that’s what you should be doing for some quick and easy exposure that’s more of a barter than actually paying out of pocket.

Jeff Murphy, BU COM: Kris let’s talk about your personal brand. Where should people follow you on social media for continued thoughts on how to build a personal branding strategy?

Kris Ruby: My personal branding web site is Kris Ruby and my business web site is Ruby Media Group

If you want to connect with me on social media you can find me at @sparklingruby or at @rubymediagroup. I’m happy to offer a 15-minute consultation to any member of the BU COM alumni community that was on this personal branding webinar today.

Jeff Murphy, BU COM: Awesome, Kris, thank you so much for your time. As you were doing your presentation that was sort of feeling like a lot of the tips that you were offering, it felt like a little bit like, you know, a peek behind the veil at how the media is made. Everything that you talked about it is common sense and, and something that everybody can do. I really appreciate that you delivered on your promise of “here are some steps that everybody who’s tuning in today can take to help build their personal brand and increase their media exposure. Thank you again on behalf of the BU Alumni office for sharing this with us today. I really appreciate your time.


Looking to increase exposure for your medical practice or business? Ruby Media Group specializes in personal branding services for doctors, authors, lawyers and more! Ruby Media is a top NY branding firm for personal branding. As leading branding consultants, we are known as the best branding agency in Westchester, NY and Manhattan. If you are looking for an outsourced personal branding solution with top-notch branding experts in NYC, contact us today!

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Kristen RubyKris Ruby is the CEO of Ruby Media Group, an award-winning public relations agency.  Kris Ruby has more than 12 years of experience in public relations and media relations. As a result of Kris Ruby’s behind the scenes experience in a newsroom commenting on breaking news stories, she has a unique understanding of how to formulate effective public relations strategies and how to garner earned media wins for clients that result in national press coverage and earned media results. Kris Ruby has secured thousands of media impressions and press placements for clients in national publications and media outlets.  She is a sought-after digital strategist and PR consultant who delivers high-impact personal branding training programs for executives. Over the past decade, Ruby has consulted with small- to large-scale businesses, including Equinox and IHG Hotels. She has led the social media strategy for Fortune 500 companies as well as private medical practices, and is a digital media strategist with 10-plus years building successful brands. Ruby creates strategic, creative, measurable targeted campaigns to achieve an organization’s strategic business-growth objectives. Ruby is also a national television commentator and political commentator. She has appeared on Fox News more than 100 times covering big tech bias, politics and social media. She is a trusted media source and frequent on-air commentator on social media, tech trends and crisis communications and frequently speaks on FOX News, CNBC, Good Morning America and other networks. Ruby is at the epicenter of the social media marketing world and speaks to associations leveraging social media to build a personal brand.  She graduated from Boston University’s College of Communication with a major in public relations and is a founding member of The Young Entrepreneurs Council.  Ruby Media Group’s CEO was recently named “Publicist of The Week” by Women in PR. For more information about Kris Ruby, visit https://www.krisruby.com and https://rubymediagroup.com

Want more strategic marketing insight? Click here to watch our next PR webinar with BU COM.

*Date last updated 2020

All content on this web site is owned by Ruby Media Group Inc. © Content may not be reproduced in any form without Ruby Media Group’s written consent.  Ruby Media Group Inc. will file a formal DMCA Takedown notice if any copy has been lifted from this web site. This site is protected by Copyscape. If you would like to reproduce any portion of this podcast episode (a direct quote or audio snippet), please submit a written request. Permission is not granted for the reproduction of this episode without written authorization. This includes quotes, audio, visual, graphics from this podcast episode or transcript. 

How to Get Your Business Featured in Westchester Magazines

How to Get Your Business or Medical Practice Featured in Print Publications, Magazines and Newspapers!

PR Tips to Gain Exposure in Print

Westchester PR firm shares how to get published in westchester magazines

Learn how to break through the clutter even if you don’t have high-level media connections


Wondering how to get published in print publications, but not sure how to go about it without PR insider advice and A-list media connections?

As an expert in healthcare public relations, I have secured hundreds of editorial placements for clients ranging from B2B to Westchester Doctors looking to increase media exposure.

You are in luck! I condensed over a decade of PR pitching experience to share with you how you can get your story told and featured in the print magazines you love most.

In this article, Kris Ruby, a PR Pro answers the following:

  • How do you get published in a magazine?
  • How do you pitch a magazine?
  • How do you write a pitch letter to a magazine?
  • How do I ask a journalist to write about me?
  • How can I get free press for my business?

Advertising Vs. Public Relations

How much does it cost to be featured in a magazine?

There are two ways to get featured in a magazine: buying paid ads or through editorial coverage. Editorial coverage is free, paid ads are not. Paid ads can cost thousands of dollars, whereas editorial coverage costs you $0.00, unless you are securing the coverage through a PR firm. A third hybrid approach to get featured in a magazine is called advertorials. These are a mixture of editorial and advertising, and cost just as much as paid advertising.  If you want to pitch your business or medical practice to the media, be sure not to pitch the advertising department. Advertising and editorial are complexly different departments within each publication.

Public relations secrets for getting your medical practice written about in newspapers

How do I get featured in a Magazine?

Everyone wants to know how they can get free press. The best way to answer this is to create a compelling story that journalists want to cover. But creating the story is only half of the PR battle. You also have to know how to format your ideas, who to send them to and when to send them.

Follow these 12 tips to create media magic to increase your chances of getting ink in your favorite print publications.

How to Get Featured in Magazines and Print Publications.

1. Create a spectacular image-driven website. Medical reporters and editors will go to your website first when considering covering your business or medical practice in the pages of their glossy magazine. Not only are they looking to vet you as a credible business or practice, but they are also looking with an art director’s eye at your corporate imagery. Does your company have at least a handful of gorgeous high-res images ready to run in print that are fresh and on brand? Be certain you use the “show, don’t tell” motto when it comes to brand imagery. Luckily, there are simple graphic design programs available to you today, so you don’t need to understand code to design an attractive web site.

2. Produce your own media. A common mistake that entrepreneurs and doctors make is forgetting to create their own media before, during and after big events or speaking engagements at medical conferences. Capturing multimedia (images, videos, memes and even livestreams) is more important than ever when it comes to digital PR. All of these assets can provide valuable social proof to an editor from a third-party perspective on why you are the best at what you do. Be sure to capture media before agreeing to speak at a conference. If you are doing all of these activities and not recoding them to leverage it in the pithing process, you are shooting yourself in the foot.

3. Hire a photographer.  If you really want to get your medical practice featured in a medical trade publication, you absolutely must have images available to include with the pitch. Newsrooms are short staffed and reporters don’t have budgets to send out photographers anymore. If you aren’t sure who should take good photos of you, look at the editorial images you like in a trade outlet. Within the first few pages of the publication, you will see the photo credits. Is there an award-winning photographer the magazine uses internally for editorial for shoots? If so, consider reaching out to the photographer for personal branding and lifestyle images. Then, leverage the images for your public relations campaign and share them with the media the next time they are considering writing about your medical practice.

4. Send images in the correct format: Jpeg? Tiff file? High res? Low res? No, this isn’t a foreign language; just standard formats for sending images. High-resolution images are required for print publication, but the huge files can clog—or crash—an editor’s inbox, so consider sending images via Dropbox or other cloud sharing sites. If you want to get your business written about in print, you must be able to follow the basic rules of file sharing.

5. Research the media outlets you are pitching. Targeting media correctly is an art and it takes a lot of time and pinpointed research. Most doctors we work with simply don’t have time to do this amount of daily research which is why they hire a medical PR firm. However, if you do have the time, be sure to conduct detailed background research of other local, regional and media outlets that you want your business or medical practice to appear in. Remember to focus on your niche and find the publication that would be most likely to feature someone with your subject matter expertise.

6. Determine the correct editor. Score! You have the list of medical publications you want to appear in ready to go. Next, it is time to determine which writers and editors at each magazine would cover your story. The goal is to find the golden egg: their email address. While this may sound easy, editors are especially adept at keeping their email addresses private. This is why PR firms pay big bucks to have instant access to media research and aggregation services (such as Cision). Plus, editors are notoriously busy and don’t have time to read every press release and PR pitch that comes their way.

7. Offer exclusives sparingly. It’s an unwritten media ‘no-no’ to pitch the same story to multiple media outlets. Two competing magazines don’t want to showcase your business using the same story angle. So, offer your story idea and accompanying media gallery as an exclusive first. If you get a polite ‘no thank you,’ then move onto the next publication’s editorial team while continuing to refine your pitch.

8. Nominate your medical practice for awards. Want to know one of the major PR secrets of getting your practice in print publications? Winning awards! While entering a professional contest may seem time-consuming and trivial, don’t pass on the opportunity. Professional award opportunities come with the major bonus of free publicity in print if you win. Even if you don’t win the award, editors keep a list of up-and-coming professionals on their minds for future story considerations. 40 under 40, Top Doctors awards or healthcare heroes’ awards are all great opportunities to increase exposure for your medical practice.

9. Maximize Social Media for PR opportunities. Use the multimedia you create for your medical practice to create a consistent pipeline of brand messaging and consumer engagement via your social media channels, blogs and web site. Regional editors are constantly viewing what’s trending on social media, so be sure to always include local hashtags and engage in online conversations with other healthcare influencers and media outlets.

10. Ask for the publication’s editorial calendar. Every year, magazines release a new upcoming editorial calendar, which highlights the specific features they will be covering in editorial as well as new advertising promotions. Be sure to time your pitch to something the magazine is already covering if you want an editor to feature your business or medical practice.Editorial calendars describe the theme of each new print issue. They are a great way to strategize your public relations campaigns and pitches around topics the magazine is planning on writing about.

Westchester Public Relations Firm for Doctors

Make sure your practice is within the magazine’s coverage area. Editors cover specific beats and locations. If your business is outside of the greater Westchester County region, then you may be wasting the editor’s time if you pitch a story that is outside of their coverage area. Be certain the editor immediately knows that your business is located within the publication’s editorial map. Use this as a key selling point for your local angle and why they should write about your practice!

You can get a better idea of a publication’s coverage area by requesting a media kit from their advertising department. Usually found buried inside a publication’s website (and downloadable as a PDF), a magazine’s media kit includes eye-opening information on readership demographics, advertising space details and the all-important editorial calendar.

Are you interested in hiring a public relations firm for your medical practice? Let’s chat! Contact us today for a consultation.


How do I get media exposure for my company or medical practice?


Action steps:

  1. Identify which medical publications other doctors read most.
  2. Identify which local publications your patients read most.
  3. Pitch those publications. Voila!

Publicists are great at crafting detailed, yet short email subject lines that get the attention of top editors. Craft 3-5 different subject lines for your pitch before hitting send.

PR Insider Advice

For more PR Insider advice, click here to snag a copy of our new e-book How to Strategically Increase Media Exposure.

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*Date last updated 2019

Follow us on Twitter @rubymediagroup and @sparklingruby

©Ruby Media Group, Inc. All Rights Reserved.

How to Score Local Publicity in Westchester County

westchester PR firm owner shares publicity tips for your small business

Photo credit: Lauren Kallen

When it comes to maximizing your publicity efforts, scoring a national media hit is usually a major goal, but if you are a small business, you may only need hyper-local publicity placements. For example, you’re a Westchester County doctor or owner of a small coffee shop and only want to establish a strong presence in your local community.

Here are ideas on how to get your business in the newspaper:

  1. Pitch trends: Are there new trends in the area or is the community undergoing a revitalization? Pitch a local business editor an article or segment about the revival. Ask other local businesses to participate and provide sources to interview.
  2. Give back: The media loves feel good stories. Raise funds for a local non-profit. At the event, take photos of the actual donation and invite the media to cover the event.
  3. Show me the money: Speaking of money, has your company saved by converting to energy-efficient light bulbs or using a technique that is environmentally friendly? The money or environmental editor of the might be interested in an article or segment.
  4. Cook it up: At holiday time, pitch recipes, ideas and cooking tips or tricks. For example, if you own a small coffee shop, pair the best foods and wine or share ideas on specialized coffees that you can give.
  5. Look around: What are other local businesses doing? For example, The Cecil in Harlem recently had an event with Esquire Magazine where they hosted a large party with top editors, who were able to taste their food and get to know and understand the restaurant’s concept. It was followed by a brunch with a DJ. Guests took photos and posted them to Instagram with specific hashtags.
  6. Pitch an employee: Maybe an employee has achieved something spectacular, so pitch them to the features section for a profile. You could also pitch them for relevant award nominations and submissions.

Here are ideas on how to get your business in regional broadcast media:

  1. Visualize the story. Pitching Westchester broadcast media is very different than pitching traditional Westchester print media. What will make your story stand out are your visuals. Think about how you can visually bring the story to life for television. Go out of your way to make your story aesthetically appealing to a producer. You can even add some props, such as a stunning table display, if you think it will add to the story.
  2. Tie it in. Give the producer a compelling reason to run the story now. For example, your pitch has a strong tie-in to a Westchester calendar event. For example, Ruby Media Group, a leading public relations and social media agency in Westchester, NY and the New York metropolitan area pitched and secured a story on The Cooking Realtors’ Tomato Sauce. It was the featured package on News 12 Westchester on Saturday at 5 pm. The larger trend was that this was a behind-the-scenes peek into one Westchester resident’s annual tradition that hundreds of Westchester residents participate in all weekend. By mentioning the fact that hundreds of county residents also do this, the appeal of the segment suddenly became a lot larger.
  3. Walk the producers through the process. After you’ve secured a segment, walk the producers through it. For example, we stirred the tomatoes and let the producer taste the sauce. We also had b-roll opportunities available to show the entire process from beginning to end to visually walk the viewer through it.
  4. Provide sources. Producers like when you have additional sources available. If you are hosting an event, have other attendees or sources available to talk to the press.
  5. Don’t forget the 5 Ws. This goes without saying, but if you want Westchester media to show up, be sure to provide them all of the relevant details in one condensed email: who, what, where, when and why. Also, provide correct spellings up front for all town names, resident IDs and interview names. The address of the location shoot and a phone number of a point of contact are also critical.
  6. Graphics. Be sure to capture tons of graphics before, during, and after the event. Many of these graphics can be used to promote the segment on social media (a must!) and to include in a post-event release for extended coverage. If you want to re-pitch the same segment when the event takes place next year, it is good to have accompanied graphics to help show what the finished product will look like. Get super creative with your graphics by combining screenshots of the press coverage with photos of the displays you created. We recommend using some of our favorite apps to create these pieces: PIP Camera, Photo Mirror, FotoFus, InstaMag.

Most importantly, get to know your local reporters and what beat they cover. By building a relationship, you will score more media hits because the journalists will remember who you are and include you in their next article or segment.

Like this post and follow me to read more posts like this one.

For more information, visit www.rubymediagroup.com or www.krisruby.com and follow me on Twitter: @sparklingruby and @rubymediagroup 

©2016 Ruby Media Group, Inc. All Rights Reserved.

How to Stay Relevant to the Media

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PR Tips: Insider Secrets for Securing Earned Media Coverage

Making The News: How to Get Press Attention

As a publicist for over 12 years, I know how to secure massive media coverage. Here are some of my top PR secrets and tips to scoring big earned media wins with journalists.

How do I get national press coverage?

Everyone wants to be featured in national media. But it is not always the best approach when it comes to PR. Why?

If you are a regional outlet, you may want to get more press coverage in local media outlets that can convert readers to new customers/ patients/ clients.

My PR secret for clients? The power of trade publications.

Trade publications are more likely to run a full feature story than national media or local media. Never underestimate the power of trade outlets when putting together a PR strategy.

How can I increase my media coverage?

Step 1: Identify Target Media Outlets 

What magazines and newspapers do you want to write about your business? Do you want to see your business featured in Forbes or Wired, or is your local newspaper the best place to reach your audience? Do you dream of being on The View or hope that, one day, your restaurant will be profiled on The Food Network? Before you can audit your PR campaign, you need to decide who your target media outlets are and, then, how to stay relevant and get their attention.

Step 2: Identify Your Target Audience

You daydream of being on the cover of Dr. Oz Magazine, but is that the best publication to reach your target audience? Does it establish you as a leader in your industry? To determine this, you first need to know who your target audience is. For example, your ideal customer is male 20-somethings, so ideally you want to be featured in a magazine such as Men’s Health, but if you are trying to reach a more upscale gentleman, your target audience would be more along the lines of Esquire.

Step 3: Pitch the media 

Now that you have identified target outlets, start pitching the media! Identify relevant story angles and timely topics that tie into the news cycle. We are not fans of DIY PR, so we suggest hiring a NY PR Firm to assist with the pitching process. Pitching the media involves a lot of details, short deadlines and superb writing skills.

How do I get sustained press coverage after I have already been interviewed?

Stay Relevant

In order for your business to succeed, you need steady media exposure. To do this, it’s important to stay relevant. One hit wonders in PR do nothing for your long-term brand equity. This is why we only work with people for a minimum of 6-month or 1 year agreements. PR is a commitment from the agencies side and the client side as well. It is important to stay in touch with what is currently going on in the media and utilize that to create new, timely angles and ideas to pitch to journalists and producers.

Conduct a PR Audit 

One of the biggest challenges people face with their long-term PR firms is that they struggle to come up with new pitch worthy ideas, or their creative ideas may go stale. You hear about businesses conducting accounting audits and even SEO audits, but you never hear about a business conducting a PR audit. We think that should change. When we start working with clients who have engaged numerous PR firms, the first thing we do is to conduct a PR audit. We look at all of the previous press placements they have received, and look for new opportunities for earned media coverage. It’s best to review and update your media campaign to make sure it is not outdated. A PR audit will help to secure more press placements in the media and, ultimately, achieve your goal of increasing business exposure.

Public Relations Audit Checklist

Use these 7 tips and strategies to conduct a thorough PR audit of your media relations campaign 

1.    Measure PR Results.  What have your PR results accomplished? Has your business been featured before? If so, why was the media interested and what angles resonated best? What media success have you already had? In publicity, history can repeat itself, because if a publication was interested in your business once, chances are that with a more current angle, they may be interested in featuring you again.

2.    Personal Branding PR. Are you establishing yourself as a thought leader? Do you have a blog and are you consistently providing content for your customers? Journalists and producers often scroll through blogs for ideas and to look for expert interview sources, so providing valuable content can draw media attention fast.

3.    Meet The Media. Have you met the media? Do you know the local business editor at a regional newspaper? Have you been in contact with the local news producers? Do local bloggers know about your business? If possible, arrange a media event at your business to meet the media. For example, a restaurant can open the doors for a media dinner to promote the launch of a new head chef. A winery can offer media wine tasting days, while a country club can offer the media passes to try out the new golf course and learn about what’s new at the club.

4.    Consider Sponsorship/advertising opportunities. In today’s publishing world, sponsors are important. Many local outlets have become pay-to-play. What does that mean? To secure earned media, you need to be a paid advertiser. Sure, every publications will say its not true, but anyone who has worked in the trenches from both sides of PR and Advertising, knows it is very true indeed! Once you commit to a sponsorship, your company could receive perks including advertorials and article placements. Yes, you’re paying for a feature, but it does open doors, and sponsored content provides targeted metrics to measure against.

5.    Influencer Marketing. Not only can you leverage influencers to attract your target customers, but other bloggers can draw attention to your business too. For example, if you are a fashion business, reach out to fashion bloggers to talk about your new product or clothing line. If you’re the author of a young adult book, there are a wide variety of young adult book bloggers with tens of thousands of followers. Approach them in a respectable, professional manner and pitch them the same way you would pitch to the editor of O or Esquire. Make sure your target audience matches the readership of the blog.

6.    PR Monthly Meetings. Every month, evaluate where your target market is and what topic you need to write about to secure earned media attention (and results!). For example, if you are a lawyer and are pitching an article idea to a journalist about the legal ramifications of deflategate on the NFL, it’s best to either tie it into the Super Bowl’s anniversary or when another similar incident happens. Any other time and the pitch just isn’t relevant.

7.    Spread the word. Once you secure earned media coverage, make sure you spread the word on social media so that other publications, bloggers and producers hear about it. If your subject is timely, stop posting about it when it looks like it might be out of date.

Finally, keep at it. To stay relevant, you have to stay on top of media trends as well as trends in your business and your competitor’s business. By doing so, you’ll be able to spot the right time to pitch the media about a timely topic, and you just might score the most successful media placement possible.

Have you hit a wall with PR results? You’re not alone! Contact Us for a Public Relations Audit of your press coverage to date. Clients see an immediate revitalization of stale PR campaigns after PR Audits with our Agency. Call today to start increasing exposure for your business with fresh, creative PR ideas!


Kris Ruby is a trusted media source and on-air contributor and frequently appears on Fox News to discuss digital trends and breaking news. Having appeared on 100+ national TV segments, she knows what is newsworthy enough to make it on air. By leveraging her media experience, Ruby crafts pitches that garner media coverage and establish personal brand authority in the market.

How to Maximize National Media Exposure

social media agency expert kris ruby fox news


Score! You just landed a hit on a national TV show. But now you may be wondering, how do I maximize the appearance? The truth is, the most important part of the hit isn’t the actual hit. It is what you DO with the hit before, during, and after. To make the most of it, you have to ramp up your social media efforts and make sure you are creating engaging content.

Don’t wait until after the interview is over to start promoting it and getting your followers involved.

Live tweet: Start by encouraging fans to live tweet with you before, during and after the show. For example, one tweet might be, “Have any questions for @yourname on @Nameofshow? Tweet them to us before #nameofshow at 8 pm.” According to ExpandedRamblings.com, 47% of people who follow a brand on Twitter are more likely to visit that company’s website, so it’s important to be active.

Use your audience to promote: Simply ask your Twitter followers or newsletter subscribers to help promote the appearance. Fans love to help their favorite thought leader gain more notoriety.

Integrate social media: Be sure to tag and hashtag the media outlet and handles of any interviewers in all tweets mentioning the show. This will show the outlet that you are socially engaged and are interested in moving eyeballs to their network.

Search hashtags: If you really want to see what everyone is saying about you on Twitter, search “all tweets” and search for the hashtag of the show, mentions to the show, mentions with your handle, and any relevant content. Sometimes people will post their thoughts on the segment with the handle of the show directly without mentioning your handle. Remember, that sometimes people will post their thoughts on the segment with the handle of the show directly without mentioning your handle.  If you are a frequent On-Air Commentator, you may want to purchase a monitoring app, such as Mention, which will aggregate all of the social mentions for you.

Share behind-the-scenes moments: Fans want to see more than what they just see on television, so while you are in the green room, tweet a photo or post one on Instagram. If there are other guests in the room, take photos and share them on your social media or create a Vine. Be sure to tag the people in the photo!

Increase viewer engagement: Until it’s time for your appearance, host a live Twitter chat, answering behind the-scenes questions. This builds an ongoing relationship with your audience.

Ask questions: Questions require answers and that leads to interaction. For example, after the show you can tweet, “What did you think of the segment?” “Did I wear the right dress?”

Stay positive: Social media builds relationships with your audience, but one negative post can ruin it all. Stay positive and be aware of what you are posting. If something does go wrong, learn how to take a digital detox. For example, if you post something questionable – a photo or a tweet – that offends a core part of your audience, remove it. Stay away from social media for a while.

Close the door on drama: Tweeting includes responding, but getting involved with someone else’s drama can be a big mistake. Know when to stop.

Pull in a team: If you will be wearing a special brand, tweet to the brand before the appearance and let them know. Most likely, they will retweet you. This increases the likelihood of them putting out their own tweet or post promoting it that you could then retweet. Ex. “Love the outfit @InfluencerX is wearing on the segment? Get it here.”

Once the appearance is over, continue tweeting links and clips, posting photos on Instagram and Facebook or promoting a Vine from the green room. Post the appearance on your blog.  Do as much as you can to maximize the appearance and engage with your audience to publicize it even more.

How to Maximize Press Coverage on Social Media

westchester pr firm social media agency rmg


If you have a massive blitz of publicity for your medical practice and do nothing with the press coverage, you are setting your money on fire. Half of publicity is getting the press mention. The other half, and more important half, is what you do with it to build your brand.

How do you leverage media coverage?

Congratulations, you were interviewed in Dr. Oz Magazine or your business was featured on the homepage of Yahoo and the article has now gone viral. You’ve secured a huge press mention, but instead of just popping the bubbly and celebrating, get on active on social media ASAP and maximize the free earned media buzz!

Wondering how you can get more added value from your media coverage and press mentions?

In addition to tweeting out the press mention on social media, here are a PR Pros top tips to make sure that you lengthen your moment in the media spotlight.

How to Leverage Publicity

The definitive list on what to do after you get media coverage

Share the article link: Let your customers, patients and followers know about the press coverage. Share the press link on your company’s social media networks and with clients that may benefit from the content shared in the article. If you have an email newsletter, be sure to include the link to the press mention. However, put more than just the link. Instead, you should also give your readers something they can use from the article such as a valuable piece of information they can use to enhance their day. For example, you could write, “Here is the best tip that John Smith gave to Oprah to make your holidays happy,” rather than, “I was quoted in Oprah!”

Thank the writer: Include both the writer of the article and the media outlet’s Twitter handles in a tweet and thank them for the coverage. For example, tweet “Thanks @writer and @magazine for the great mentioned of my practice today @linktoarticle” and post something similar on your Facebook page.

Clip the press mention and add it to your web site. Whether it’s a one-line quote or an entire feature article, keep a record of all press coverage secured to date on your medical practice. Clip the article, add it to the press list and include all relevant details.  You should also post the clip on your company’s website. If you do not already have a special press section on your website, add one immediately. A press section of your site will build a platform for you in the media and can lead to additional press opportunities with journalists and products. Journalists and producers like to use medical experts who are trustworthy and have previous experience working with the media. Your press section shows that you are reliable and provide great quotes.

Quote it:  Pull out the best quotes written about your company or medical practice and include them in your media kit. For example, you could include Dr. Oz Magazine calls ABC medical practice the ‘best new thing since sliced bread.’ A quote like this should be prominently displayed on your website and in your media kit.

Leverage the publicity for other PR pitches: When you send out press releases on your medical practice to the media, be sure to include “Ann Smith was featured in Dr. Oz Magazine” at the top of the release or pitch. Sure, being interviewed in your hometown newspaper or your college alumni magazine means something to you, but when it comes to impressions, a national press mention will make a huge splash.

Display the press coverage on a plaque: Imagine walking into your office every day and seeing the Dr. Oz Magazine article up on the wall. You will smile and keep working harder every time you see it. Plus, it will inspire and build trust with your patients and increase retention rates with your current patient base. There are companies that turn articles into plaques that you can prominently display on your wall. Also, be sure to send the article to other media outlets that may want to do a follow-up story.

Checklist to maximize press coverage

To recap, here are 10 actionable ways to amplify your earned media coverage:

  1. Email the link to your network and sales team.
  2. Thank the journalist, reporter or producer for including you.
  3. Add the press mention to your web site.
  4. Add the logo to the “As Seen On” logo reel of your site.
  5. Add the article link in your email signature.
  6. Order a plaque of the press mention and display it in your office.
  7. Share the link on your personal and corporate social media pages.
  8. Post a teaser of the press in your Instagram or Facebook story.
  9. Send the press mention to other journalists who may need you as a source on the topic for future articles.
  10. Keep a running list of all press mentions to have available if a reporter asks to see other places you have been quoted.

Extend the shelf life and value of your PR mentions by following the above tips!

Remember, if you get PR and no one knows about it, PR is virtually useless. PR is not just about getting the mention. It is about what you do with the mention to propel your brand forward that matters most!

Any skilled publicist can get you media mentions. What separates a PR strategist from a regular publicist is their ability to put all of the press together to build a personal brand for your practice that makes you the go-to expert in your field. Building a brand requires serious vision. It is just not about getting press mentions. If you are ready to take your brand to the next level, we should talk. We do more than just get media. We build brands that are household names.

How can I improve my media coverage?

The number one way to improve your media coverage is to not rest on your media laurels! No one wants to quote a doctor who hasn’t been quoted by anyone else in the past decade!

The unfortunate reality of media relations is that you are judged by the last press mention you scored.  So, if your last press mention in the national media was five years ago, the media will seriously question your credibility. It is not a good PR look for your brand to be stale. Earned media ten years is not the same as relevant media secured this year.

The media wants to see that you have kept current with industry trends in the field of healthcare. Press from five years ago won’t carry you to be a credible source to get more press this year.

Press must build on other press mentions, which is why it is so imperative to have a media relations specialist who can pitch you to the media on a frequent basis.

If you are still using press from five years ago to promote yourself, your brand is outdated. Don’t worry, we can help!

Are you getting the most mileage out of your PR wins?

As a healthcare PR firm for doctors, we are always on the lookout for new ways to attract the media’s attention. Contact us today for a free 15-minute consultation to start driving more press traction to your practice.

Like this post and follow me to read more posts like this one.

For more information, follow me on Twitter: @sparklingruby 

© Ruby Media Group, Inc. All Rights Reserved. Date last updated 2019

Six Steps To Get Booked On National Television

kris ruby fox news

Everyone wants to be on TV, but not everyone knows how to position themselves as an expert in order to get booked on TV. Whether you are working with an agency, a publicist, a TV booker or directly with a producer, here are the top things you need to do to maximize your chances of frequent on-air success:

  1. Brand yourself in a specific category. Producers are looking for subject matter experts to comment on breaking news stories, recent studies or trends. They want to work with specific experts as sources who can speak to highly technical content in a specific vertical. Brand yourself as the go-to expert in a niche category.
  2. Stay on top of industry news. Set up Google Alerts on the top keywords associated with your industry. Read the news daily to stay on top of industry trends.
  3. Personalize the news with your unique view. After you have identified a breaking news story you could comment on, write out your hit points on the topic. What is your unique opinion or slant as a subject matter expert on the story? What are the top three points you would want to get across on air if you had the chance to share your view on the story?
  4. Create a custom media list. Identify the producers who are covering your beat. Once you have identified them through Cision, Vocus or even Twitter, create a customized media list in Excel with their contact information. Only target producers who actually cover the type of news you want to speak about.
  5. Watch the shows you pitch. Do your research before pitching. You can be more effective getting booked on TV by watching the shows you pitch by looking for trends and the types of guests that are booked.
  6. Repeat the cycle. Continue to repeat the process as new stories come out in your field. Be persistent. Sometimes, your hit points could be great for a segment but the producer wants to go in a different direction. Other times the producer may love your points but already has someone else booked. If you want to make a name for yourself in the news, you have to be part of the news cycle.

As long as you continue to craft targeted, timely pitches to the right people — and stay on top of the news cycle — you too can start building your brand with TV appearances.

* This article originally appeared in FORBES

©2016 Ruby Media Group, Inc. All Rights Reserved.

How to Secure Regional Broadcast Media

How To Get a Story Booked on Local TV News

news 12 westchester cooking realtor


How do you get a story on the local news?  Follow these top 7 tips and learn how to pitch local TV stations.

7 tips to getting your story on local TV:

  1. Visualize the story. Pitching Westchester broadcast media is very different then pitching Westchester print media. If you want to make your story stand out, think about how you can visually bring the story to life for television. What visuals do you have that will make the story pop? Go out of your way to make your story aesthetically appealing to a producer. You can even add some props, such as a stunning table display if you think it will add to the story.
  2. Tie it In. Give the local TV news producer a compelling reason to run the story now. There should be a strong tie in to a calendar event to give a compelling reason why the story should run. For example, is there a specific time of year you do an annual family tradition that is happening this weekend?
  3. Larger Trend. How does your story tie into the larger trend in the community?  For example, this weekend RMG pitched and secured a story on The Cooking Realtors Tomato Sauce. It was the featured package on News 12 Westchester on Saturday at 5 pm. The larger trend was that this was a behind-the-scenes peek into one Westchester resident’s annual tradition that hundreds of Westchester residents actually do all weekend. By mentioning the fact that hundreds of county residents also do this, the appeal of the segment suddenly became a lot larger.
  4. Walk the Producers through the process. After you’ve secured a segment, walk the producers through it.  For example, we stirred the tomatoes and let the producer taste the sauce. We also had b-roll opportunities available to show the entire process from beginning to end to visually walk the viewer through it.
  5. Provide Sources. Producers like when you have additional sources available. If you are hosting an event, have other attendees or sources available to talk to the press.  Are there other Westchester residents attending the event that can provide commentary on the annual tradition in their own family? If so, have them available for commentary for the media to provide an outside perspective.
  6. Don’t forget the 5 W’s. This goes without saying, but if you want Westchester media to show up, be sure to provide them all of the relevant details in one condensed email: who, what, where, when and why. Also, provide correct spellings up front for all town names, resident IDs and interview names. The address of the location shoot and a phone number of a point of contact are also critical.
  7. news 12 westchester media cooking realtorGraphics. Be sure to capture tons of graphics before, during and after the event. Many of these graphics can be used to promote the segment on social media (a must!) and to include in a post-event release for extended coverage. If you want to re-pitch the same segment when the event takes place next year, and to do a post event release for extended coverage. Get creative with your graphics by combining screenshots of the press coverage with photos of the displays you created. We recommend using some of our favorite apps to create these pieces: PIP Camera, Photo Mirror, FotoFus, InstaMag.



Looking to share your story on Westchester, NY local TV news?

Contact our Westchester County PR firm today!

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

Westchester County Business Journal: Small Business Report- Public relations and Social Media

Why is Social Media Important for PR?

Public Relations and Social Media: A perfect pair

PR and Social Media

Does PR Include Social Media?

An integrated public relations campaign should always include PR as a component of it.  To run a successful marketing campaign, social media must be integrated within a larger Public Relations and marketing strategy. Social media cannot stand in a silo.

Social Media and Public Relations go hand in hand, you can’t have one without the other. Public Relations fuels Social Media with content and press coverage for posting, and social media fuels Public Relations with larger opportunities to form direct relationships with journalists, media outlets and print publications.  A social media campaign without PR would lack rich content for continuous posting, and a PR campaign without social media would lack a primary vehicle in which to share earned media coverage with a larger fan base. Social media and PR are critical for personal brand building as well.

The Evolution of Social Media and PR

Three years ago, social media was all the rage.  As businesses struggled to stay afloat in tough economic times, they slashed traditional advertising budgets and put PR and marketing on hold.  Then came social media. “What’s your Twitter handle?” and “Friend me” were the buzzwords. Everyone wanted in on the hottest trend in marketing. People soon jumped on the social media bandwagon, not fully understanding what social media was or entailed, but knew they needed to be a part of it. Company’s who had put all traditional media buying on hold began pouring this money into social media, expecting the same sales driven results as traditional media.  Social Media managers were expected to show the results of traditional advertising, marketing and PR initiatives, all through social channels and with smaller budgets.

Why Social Media is Not a Magic Bullet

Social media is  supposed to be social. Social entails “engaging” with fans, opening up the channel of communication from 1 way to 2-way communication, and not direct sales. As companies allocated traditional marketing and PR budgets solely for Social Media, they became unsatisfied with the results. They were looking for social media to be the magic bullet to fix their business, to drive sales, and to give something it was never meant to give. In an effort to stretch dollars put into social media, companies began pushing harder to drive sales through the social channels they set up. The more they pushed the sale, the further away the fans went.

As the economy picks up, traditional media budgets are slowly coming back into the marketing mix, and companies are integrating these traditional media vehicles with social media strategies.  The result is a fully integrated marketing approach with increased opportunities for the end user to engage with the brand through several touch points.

Social Media PR Campaign Example 

In order to be successful, everything in a digital marketing campaign needs to be integrated seamlessly for a positive customer experience.  For example, a Westchester fashion boutique was looking to build buzz about their new store opening. This particular retailer is a perfect example of a company using social media and PR interchangeably.  Traditional press releases were written for the grand opening, as well as social media releases to bloggers. A local celebrity spokesperson modeled clothes at the Grand Opening, and was utilized in the preliminary ad campaigns. The spokesperson also utilized their social media to get the word out about the store. As a way to take the conversation offline and meet their fans in person, the retailer participated in event sponsorships such as The WAG’s Ageless Forever Event, or A Taste of The Towns at The Gym in Armonk.  They also shoot all of their own advertising campaigns, and reward their Facebook fans with teasers of behind the scenes footage from shoots to create a unique experience that can only be found in social media. For Valentine’s Day, a “wish list” was created in print for customers to track their favorite items in the store. We combined this in the digital realm by creating a “digital wish list” so users could get a similar experience at home on their laptops, if they didn’t want to fill out the list at the store.

Social Media Marketing for Business

The role of social media for businesses in Westchester County has drastically changed and will continue to evolve.

It is no longer a question of “Should my business be active in social media?” but rather, “What social media strategy is my business implementing this year?”

As companies continue to put money back into traditional advertising and PR campaigns, social media will become a pivotal feedback mechanism to gauge response rate. Facebook, in particular, will serve as a powerful and free focus group to test ad campaigns. Company’s looking to place media buys in traditional print are now taking advantage of Facebook’s advertising platform to test ad concepts to determine which ad gains the highest response rate from a loyal fan base. Impression rates, social reach and click-through conversions can then be used to create PR and marketing campaigns.

Businesses that are most successful with social media are those who see it for what it is; not a direct sales tool, but rather, a new form of selling through the art of ‘not selling.’  Social Media fans are coming to your Facebook business fan page to get an entirely unique experience, one that cannot be found in print, email newsletters, or even your web site. Company’s that embrace this form of brand-building within their larger marketing budgets will be satisfied with the results and ROI.

Social Media is only one component of a comprehensive marketing strategy.  The most innovative companies with successful marketing campaigns today are combining social media, Public Relations, marketing communications, event sponsorship and corporate social responsibility initiatives into their marketing plans. They leverage all of these marketing opportunities to cross-promote and further build their brand.

Kris Ruby is President of Ruby Media Group, a premiere Public Relations and Social Media Agency serving Westchester and Fairfield County. For more information, please visit www.rubymediagroup.com

Date of publication: Westchester County Business Journal, February 21, 2012