Ruth Furman talks about how she tackles PR strategy with clients on the ‘Your Ateh’ podcast

Ruth Furman recently joined host Mary Grace Yniguez, owner of Social Register Network, a support community for entrepreneurs and business owners, on her “Your Ateh Podcast.” In the episode, titled “From Corporate to Creative: Unveiling the PR Journey,” Furman shared how asking a few very specific questions at the beginning of a client relationship helps her shape winning PR strategies. The audience was also treated to some valuable tips for small businesses venturing into the PR world for the first time.

On the show, Furman talked about how she started out in journalism and always saw herself as a career newspaper or magazine reporter. But an opportunity to do promotional content changed that. After moving to Las Vegas in 2001, she started her own PR agency. Today, she is a go-to for reporters on deadline all around the country and is known for finding valuable local and national media exposure for companies of all sizes in just about any industry. 

“When I started my own business, I decided I wanted a lot of variety. I didn’t want to only have certain types of clients or only have one big client,” Furman said. “Early on in my business I had a few big clients on retainer and that was great because it was very comforting financially, but later I switched to more of a project basis approach, so I could work with and help more companies.”

Tackling PR strategy with clients

Furman also discussed the importance of having honest (and frequent) conversations with clients and prospects to make sure her ideas align with the client’s goals.

“I very recently came up with a new formula that I use with existing clients and I’ll ask them several questions before I define what I’m going to do with them, PR-wise and strategy-wise,” she added.

Those questions include:

Q 1: What part of your business makes the most money?

Q2: What areas of your business are you looking to grow?

Q3: What is it you feel people don’t know about you (that they should)?

Furman also spends considerable time explaining why specific media opportunities align with the client’s goals and how the exposure could benefit them.

It’s not about me, it’s about value and it’s about helping the client understand what we’re doing and it’s about me taking the time to understand what’s a win for them,” she said.

Right now, Furman says healthcare and home services are two growing niches for her business. Going through personal and business struggles in the past, topics she is very open about, she benefitted from an expert who helped her declutter her life and home. She also said physicians helped her overcome foot drop, a nerve condition that caused her to often drag her foot. Mental health practitioners were also instrumental in helping her keep her confidence as she navigated business and physical challenges, she said.

“I remember saying to myself at that time, ‘someday in some way I’m going to [help] individuals and companies like the ones that helped me,’” she added. “I like working with and promoting businesses and individuals as experts who somehow in some way help others. They make life better, the information I’m sharing is truly helpful and useful and I think that’s another reason in the last few years I’ve added a number of clients in healthcare, mental health, as well as home services.”

A few tips for small business

And if you are a small business looking to dip your toe in the PR world, the pro shared a few valuable insights.

Tip #1: You need a website, even if it’s just a brochure site, and remember: “Perfect is the enemy of good promotion. Promotion over perfection, I say. Don’t worry about your website being perfect,” Furman emphasized.

Tip #2: You must be on social media because without it you cannot effectively share your media assets.

Tip #3: Before you consider approaching the media ask yourself what’s newsworthy about your business. What subject area are you an expert in? And why is it important the community learn about your expertise?

Tip 4: Read Nicole Myden’s book: “You are worthy of publicity: A Small Business Owner’s Guide: Dominating Your Local Market and Getting the Press Coverage You Deserve”.