Alright – so today we’ve got the honor of introducing you to Ruth Furman. We think you’ll enjoy our conversation, we’ve shared it below.

Ruth, appreciate you joining us today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard

I took an unconventional road to becoming a PR professional. I went to school for journalism and always saw myself working in the newsroom. In fact, I only took one PR class as an elective in college and learned little. However, when my life changed and PR opportunities surfaced, I took them. The learning curve was steep and I had to learn about pitching to the media and maintaining contacts in the career trenches, not from a textbook or professor. Needless to say, I have made my share of mistakes, but there is one mistake I’m happy to make over and over again.

I still maintain a journalist’s mindset, and I love keeping my eyes open for great stories. As a result, I demand my clients share important information so they can help make a story great. Contrary to many of my competitors who will allow their clients to call the shots on all matters, I strongly discourage my clients from using media opportunities to self-promote. Working with me is about serving, and sharing your expertise, above all. There are many times when clients want to prioritize promotion over sharing important information with the audience, and I am not bashful about correcting them. I’m even willing to lose a client, if they refuse to understand the importance of being an expert above a promoter, something others in my industry are unwillling to do.

Maintaining this high standard for my clients keeps me in good standing with journalists. They are comfortable approaching me for sources. In fact, I’ve even been banned from newsrooms by editors who were frustrated that reporters used my sources so much. I believe in being radically helpful, even if it means losing a little money or taking on some extra expense or even losing a client. I am also fearless about investing in freelancers, too, so I can support my journalist contacts, even if there’s no money on the table for a certain request.

When people work with me, I tell them they’re hiring a publicist, but one with a journalist’s not a marketer’s perspective. As my client, they need to commit to telling a good story as much as I do, or we may not be a good match.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I was born and raised in the Midwest and started my journalism career at the South Bend Tribune in Indiana. I was a writer and editor for a variety of other publications, and worked in corporate public relations before moving to Las Vegas in 1999. There I focused more on PR and my firm, ImageWords Communications, represents clients across all industries, including retail, home improvement, design and construction, commercial real estate, health care, home services and more.

I work one-on-one with clients to design one-of-a-kind PR and marketing strategies. I also love making introductions that help them meet their business goals. When I connect clients with media, or with other businesses or community causes, I feel like a success. My greatest joy in life is helping individuals and brands shine brighter by amplifying their stories by properly channeling digital media assets that can connect them to new opportunities.

With three decades of experience, I’ve watched clients become friends and friends become clients. Results and relationships fuel me, and challenges make me even more hungry for success. I’ve become a go-to resource for journalists seeking experts, and I love being the biggest cheerleader and advocate for my clients, both past and present.

Can you share a story from your journey that illustrates your resilience?

During the COVID pandemic, I was trying to stay connected with industry peers and clients through Zoom calls and online networking events. During that time, I noticed a trend. Digital marketing and SEO pros would often tell me that PR and media exposure is a great way to boost SEO, website traffic and potential leads.

So, I launched an SEO PR division for ImageWords Communications.

With SEO PR, I align myself with a client’s social media, SEO and digital marketing arms. I treat media engagements (TV/podcast interviews, article quotes, etc.) as digital assets that can be used to amplify a brand, sales and nurture SEO for the client’s website. The goal is to optimize these digital assets by embedding them into properly keyworded blogs and press releases, and distribute them on social media platforms with plenty of tags and backlinks.

Since launching SEO PR, I have seen huge growth in several key industries, including 900% growth in home services business and 600% growth in healthcare.

Can you tell us about what’s worked well for you in terms of growing your clientele?

Being radically helpful.

I routinely help those who are not my clients find media placements because I know they are the perfect fit for a story. I may just know them from a past engagement or through a friend. I also give away hundreds of hours of work to nonprofits every year.

I cannot tell you how many times these “freebies” yield business for me in the future, and these sources who helped a story come together eventually become retainer clients. They love the exposure and the journalist loves the information they shared. I am committed to creating win-wins for media stories, and I don’t worry about needing to bill every person I engage with. Eventually, the business comes.

It’s simple. Just be radically helpful, and you can become a magnet for money.

Contact Info:

• Website: https://www.ruthfurman.com/
• Instagram: https://www.instagram.com/ruthiefurman/
• Facebook: https://www.facebook.com/profile.php?id=100063776476228
• Linkedin: https://www.linkedin.com/in/ruthfurman/
• Twitter: https://www.linkedin.com/in/ruthfurman/

Image Credits

Photo #1 in Red Dress: Casey Jade
Photo #2 submerged in colorful play balls: Mary Rendina
All others: ImageWords Communications