Ruth Furman discusses her ‘journalist’s mindset’ in CanvasRebel interview

Ruth Furman recently sat down for an interview with CanvasRebel, an online publication spotlighting entrepreneurs and their paths to success.

In the conversation, Furman shared how she aspired to be a lifelong journalist while in college but later decided to open her own PR firm. 

She also discussed the impetus for launching the SEO PR arm of her business during COVID. Above all, the interview focused on her somewhat unconventional approach to PR strategy. Here are a few key takeaways from the CanvasRebel interview.

Always on the hunt for a great story

Furman learned about PR in the work trenches, not from a textbook, and she admits, even to this day, she still thinks more like a reporter. It’s what she calls her “journalist’s mindset.” Because of this, she is hyper focused on finding or creating a great story angle, not only pitching her clients to the media. This approach prioritizes high-quality content and has helped her establish hundreds of valuable media relationships through the years while keeping her in good standing with journalists. 

A unique approach to client relationships

Her journalist mindset also influences her client relationships. To Furman, it’s important for clients to understand they are supposed to be a resource to the journalist and should not solely focus on promoting their business or nonprofit in interviews. 

“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,” Furman said. “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.”

Being ‘radical’ about helping others

Another way Furman separates herself from industry peers is in how she cultivates sources for journalists. She calls it “being radically helpful.” Again, Furman is all about helping to create a great story, even if it means it comes at her own expense.

“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,” she added.

Being radically helpful even for nonbillable clients, however, has paid off many times.

“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,” she said. “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.”