Sydney Rubin

As a former newspaper reporter and TV producer, a foreign correspondent for The Associated Press and speechwriter, Sydney currently serves as a senior communications strategist and counselor to companies operating in the health and wellness sector. She specializes in brand-building, reputation management and marketing, with a unique perspective and understanding of the role of editorial content and media. She helps craft media messages and prepare CEOs, scientists, physicians, celebrities and executives at every level for interactions with the press. Sydney has written for newspapers, editorial pages, magazines, blogs and television, as well as testimony for delivery on Capitol Hill and at regulatory hearings. She helps train writers and writes extensively for clients, most recently publishing articles on The Huffington Post, WebMD, PharmExec, Boston Globe and elsewhere. Her numerous awards include an Overseas Press Club Award for foreign reporting, an Associated Press Managing Editors Award, as well as several Silver Anvils and a Silver Inkwell. A true southerner, Sydney is equally at home in Texas or the South of France.

Recent Posts by Sydney Rubin

Health By Number

It all started early last year when my trainer suggested I get a FitBit to measure how much I’m moving during the course of my workday – a gentle way of saying that I’m probably as active as my potted fern. The purchase of the monitoring device led me to an entire movement known as “quantified self” that has been picking up steam over the last few years, fueled by health reform, ubiquitous computing, mobile devices and consumer demand. There are dozens of websites on the topic, an explosion of devices (including a bunch unveiled at the recent Consumer Electronics Show in Vegas) and now a study released just this week by the Pew Internet and American Life Project. In this first national survey measuring the use of health data tracking, Pew found that I’m not alone (note to self: check scores on narcissism personality inventory). Most of us closely follow some kind of data related to our health such as weight, diet and exercise. Clinical studies have shown that tracking and measuring health data is a valuable tool for improving outcomes, particularly among people trying to lose weight or manage a chronic condition. The Pew Study found that 69%Continue Reading

September 27, 2012

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Categories: Content Creation

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Great Content Takes Great Skill

Like dancing, painting or playing the violin, writing great content is a skill honed over time. It takes thousands of hours of practice to turn out content that consistently tells an interesting story, resonates with readers and viewers, entertains and informs. Great writing is an art form that takes talent, and most organizations find it pretty hard to nurture and maintain this kind of expertise in-house. Organizations are coming to understand that even when a complete project cannot be outsourced, it’s still possible to hire someone with the right set of skills to create expert content. And that’s exactly what a lot of businesses do. About half of all U.S.-based companies outsource some or all of their content to outside experts, according to the Custom Content Council. David Meerman Scott, author of The New Rules of Marketing and PR, says that businesses of every size, regulated and non-regulated, in all sorts of sectors are finding one simple solution to the problem of creating great content: hire a journalist. We agree. “A journalist skillfully creates interesting stories about how an organization solves customer problems and then delivers those stories in the form of eBooks, white papers, content rich web pages, podcasts,Continue Reading

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