Podcast Recap: Ruth discusses Proximity and Opportunity: The Relationship Strategy Behind Long Term Business Success
On February 10, 2026, Ruth was a guest on therapist and mental performance strategist Lindsey Paoli’s The Mind Performance Podcast, where she shared her thoughts on the unique journey that has led to her success in the public relations field.
Ruth Furman and Lindsey Paoli
Beginnings and Often “Messy” Paths
Ruth shared how she ended up in the marketing field, having been a journalism major but not excited by the thought of working in hard news. “I just didn’t think I’d be good at it,” she says. She interned for her local newspaper in South Bend, Indiana, then took a position as an assistant editor for a hardware/home improvement industry magazine in Indianapolis. “It was fun, but I was more drawn to working in the promotions arena.” A job advancement allowed her to move into publicizing locally owned businesses, something she absolutely loved, prior to accepting a corporate public relations position in Chicago. “I was terrified of going to the big city, but then I loved it and it became a great experience for me.”
After meeting her future husband, she relocated to Las Vegas in 1998, where she was able to shift her job to a remote consulting basis. This was long before the days of “remote work” and she ended up constantly flying between Chicago and her new home…definitely not a long-term situation! Never one to sit still, Ruth took on some side hustles, which eventually developed into her own business. “It was a natural thing,” she says. She explains that many female business founders’ sense of insecurity is due to the fact that their paths are often messy. “I like to say that the dots only connect in retrospect and life puts you exactly where you’re supposed to be in the long run.”
“Las Vegas welcomed me with open arms, and the economy was great at the time,” she shares. She adjusted to the big move by getting involved with volunteer opportunities and networking (or as Ruth calls it, “relationship building,”) at every event she could and officially hung her ImageWords shingle in 2001.
The Truth about the Connection between Public Relations, Proximity, and Relationships
Ruth discussed the fact that many of the media placements clients are taught to aspire to are actually strategic, paid, and driven by relationships. “They’re not publishers discovering you organically and when you understand that it completely changes how you approach growth, credibility, and opportunity.”
She stressed the importance of keeping in touch with people along the way as you never know when you can help each other. “Relationships are so important in this business, and I’ve seen people get so hyper focused on making the business work that they forget that it’s actually all about the relationships.”
Even with her track record of success, Ruth shared that at her core, she always feels a bit awkward and insecure. “People need to hear that! In order to be a magnet for opportunity, you have to put yourself in those uncomfortable situations and get out of your head and your silo. Be a magnet for opportunity!”
“Put yourself in those rooms that your competitors aren’t necessarily in and don’t be afraid to be in rooms that your competitors are in!” Referring to herself as a little quirky, Ruth says she attends events for industries that she doesn’t necessarily do a lot of work in but enjoys the people and the representatives from adjacent industries that also attend. She recently attended an event focused on women in affordable housing because this type of access and diversity is important to her.
When Ruth steps into a room, usually colorfully dressed and full of energy, she isn’t shy about asking for introductions and working the room. “I try to constantly challenge my insecurities and my natural tendencies, knowing that almost every woman I work with experiences a sense of insecurity or imposter syndrome. I think sometimes hearing that you’re not perceived that way from someone else is the best way to feel successful.” She makes it a point to follow-up on those introductions and conversations. “I always say when giving speeches is just like leftovers at a restaurant new contacts get stale fast, so I force myself to connect with the people I met on LinkedIn or Instagram and start engaging.” True to her Midwest roots, she also loves to send hand-written notes.
When connecting on social media, Ruth makes it a point to not focus or comment on superficial things, like appearance. “I’ll say, you look strong, you look happy, I love your enthusiasm or the point you’re making. I feel that especially, as women, we can get so triggered by the superficial comments.”
Public relations has changed a lot since she began her career. It’s now part of an overall marketing and digital umbrella and a large part of it is media relations. “These can be utilized into digital assets for clients to use on their own websites and social media outlets. “I feel that my job is to amplify awesomeness, to help my clients make noise strategically, and in doing so, really to up their credibility and increase sales, increase engagement.” In Ruth’s view, it is super necessary, especially now and especially for small businesses.
Managing work and life
The past few years have not been smooth sailing for Ruth but she’s realistic about the challenges put in front of her. When her mother became ill during 2023, Ruth made it a point to be there physically for her, even though it required traveling often while juggling her business. She had already been visiting Indiana on a fairly regular basis to spend time with her father before he passed in 2022, and she was helping manage her younger brother’s care as he has Down syndrome.
As Ruth says, she had the privilege and delight of pretty much being her mom's caregiver and they had so much fun. Ruth knew her job was to make her mom laugh and not worry about what would happen when she was gone. “I prioritized my mom and got to spend so much joyful time with her.” She knows that she could not have done that if she was not in charge of her own schedule. “When life requires more, will you have the opportunity to be present for times like this? I was able to shift my business model for what was important and when I had my own health crisis soon after, I realized that I could lean into doing a lot less.”
With a “no regrets” mantra, Ruth shares that she is entering a different phase both in life and business. Her husband is retired and while she is not ready for that just yet, she is taking the time to travel with him and not take on every opportunity that comes her way. “I’m leaning into collaborations and saying yes to things…I’ve learned that I tended to equate busyness with relevance so right now I’m giving myself permission to work at a completely different pace. ”
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