PR Pros: Sophia Ribner On Five Things You Need To Create a Highly Successful Career as a Public Relations Professional
…I also think you need good instincts. You have to trust yourself. If you feel something is worth pitching, even if you think there’s no way they’ll go for it — sometimes they surprise you. You might think, “There’s no way they’ll give my client a cover op,” and then suddenly they do. All you had to do was ask. Strong instincts and confidence are so important when reaching out to people. If they let you down, they let you down. Move on to the next. I don’t get let down often, mostly just ignored — which is fine. I get it. These journalists receive hundreds of pitches a day. I can only imagine what their inboxes look like. I’m sure your inbox is crazy too. And as a publicist, when someone hasn’t responded after three follow-ups, it’s probably time to stop. If they were interested, they would’ve responded. You can’t take it personally. You don’t know them personally, and that’s okay…
I had the pleasure of talking with Sophia Ribner. Sophia is a New York-based public relations professional whose work centers on guiding digital-first talent and lifestyle brands through the ever-shifting terrain of earned media. A Junior Account Executive at Emily Blair Media, Ribner has established herself as a thoughtful strategist with a growing network of editorial and talent-industry contacts, combining a background in media studies with early exposure to both corporate communications and the entertainment industry.
Raised on Manhattan’s Upper East Side, Ribner attended The Hewitt School in her early academic years before transferring to Columbia Grammar and Preparatory School, where she graduated in 2019. Her undergraduate education took her to the University of Michigan, where she earned a Bachelor of Arts in Communications and Media with a minor in Entrepreneurship. During her time in Ann Arbor, she was active in a range of campus organizations, most notably the Michigan Music Business Club housed within the Ross School of Business. As Vice President of Marketing, she oversaw promotion and logistics for campus music events, a role that helped clarify her interest in storytelling and audience engagement.
Ribner’s professional interests began to take shape during the summer of 2020, when she interned remotely for LifeSci Communications. There, she monitored media mentions, assembled coverage reports, and drafted social media content, an early introduction to the demands of PR within a corporate framework. Subsequent internships included business development and social media support at Los Angeles Apparel in 2021, and a summer analyst position at the risk-management firm T&M Security & Investigations in 2022. Though brief, these positions added operational and retail experience to her résumé and exposed her to the internal workings of disparate industries.
Upon graduating from the University of Michigan in 2023, Ribner began work at United Talent Agency, one of the entertainment industry’s leading agencies. After completing an externship, she joined the company’s selective Agent Trainee program and eventually became an assistant in the agency’s New York office. Her work at UTA offered close-up exposure to the high-speed environment of talent representation, including contract support, meeting coordination, and day-to-day client servicing. Ribner has cited the experience as foundational to her understanding of both internal agency culture and client expectations — skills she would later bring to public relations.
In June 2024, Ribner joined Emily Blair Media, a boutique PR firm with a focus on entertainment, culture, and digital innovation. She began as an Account Coordinator and was promoted to Junior Account Executive within a year. In this role, she works across the agency’s Los Angeles, New York, and London offices, helping to lead integrated campaigns for a range of clients including content creators, personal brands, and emerging businesses. Her responsibilities include drafting tailored pitch decks, coordinating media placements, securing podcast appearances, and facilitating red-carpet coverage, to name a few. She is known internally for her calm presence during high-pressure moments and for her ability to translate short-form digital popularity into substantive editorial interest.
Ribner views public relations as an exercise in empathy as much as precision. She has expressed a strong interest in strategic storytelling, particularly in helping clients shape narratives that connect emotionally and intellectually with their intended audiences. In interviews, she has pointed to moments when client enthusiasm translates naturally into press momentum as among the most fulfilling aspects of her work. At the same time, she acknowledges the careful navigation required in managing media relationships — knowing when to redirect an interview, when to intervene, and how to protect a client’s long-term reputation in a fast-moving news cycle.
Her approach to building journalist relationships reflects a mix of research, tact, and sustained outreach. She emphasizes the importance of pitching with specificity and clarity — targeting the right writer, for the right outlet, at the right moment. These relationships often begin with a cold email but, in successful cases, evolve into collaborative partnerships. Ribner credits her ability to foster these professional connections in part to a belief in shared curiosity and mutual benefit.
Outside of her client-facing work, Ribner has shown an interest in social and environmental issues. In 2021, she participated in a StoryCorps recording focused on community-level responses to climate change, offering a glimpse into her personal values around resilience and local engagement.
In reflecting on her career path to date, Ribner emphasizes the importance of reinvention and adaptability. She is a vocal advocate of trying new roles — even at unconventional times — and encourages early-career professionals to view lateral moves as opportunities rather than setbacks. “It’s never too late to explore something new,” she has said, noting that her own transition into public relations came after time spent in an entirely different sector.
Currently based in New York, Ribner balances a demanding work schedule with regular exercise, consistent sleep, and a nightly ritual of watching reality television (especially Bravo) — a routine she describes as her favorite form of self-care. She remains active on social media and professional platforms and is reachable via LinkedIn or through her firm.
Yitzi: Sophia Ribner, it’s such a delight to do this with you. Before we dive in, our readers would love to learn about your origin story. Can you share with us how you grew up, your childhood, and the seeds that led to everything that came later?
Sophia: You too. Thank you so much for taking the time. Yes, definitely. I grew up in New York City on the Upper East Side. I have an older brother named Ian. He’s just a year older than me, and he’s my best friend. We grew up really close.
I started off at a small all-girls school for middle school, then switched for high school. I went to Columbia Grammar and Preparatory School, which was a wonderful experience.
For college, I went to the University of Michigan, which was the most amazing school of all time. I made such great friends. I studied communications and media studies with a minor in entrepreneurship. While at Michigan, I participated in a lot of different clubs. One of them was the Michigan Music Business Club through the Ross School of Business, where I was head of marketing. I oversaw all operations and marketing efforts, and it really opened the door for me. It made me realize that I wanted to pursue a career in entertainment — whether that was music, television, or something else, I knew that was the path I wanted to follow.
After graduating, I spent a year working at United Talent Agency, which was also an incredible experience. It was a great first job out of college and taught me all the essential skills — how to work in corporate America, email professionally, communicate clearly, coordinate logistics, set up meetings, stay organized. It really gave me a strong foundation.
That experience eventually led me to the world of PR, which felt much more aligned with my passions and aspirations. Now I’m working in public relations at Emily Blair Media. It’s been such a wonderful experience. It’s definitely confirmed for me that this is the career I want to pursue long-term.
Yitzi: Amazing. Unbelievable. You probably have some amazing stories from some projects you’ve been on, different places you’ve worked at. Without saying any names, can you share one or two stories that most stand out in your mind from your professional life?
Sophia: One thing I absolutely love about public relations and the clients we work with is getting to tell stories. I’ve always loved storytelling — not just the glamorous parts, but really understanding, from a PR perspective, why someone does what they do and how to communicate that in a way that resonates with a wider audience.
I love connecting with people beyond the surface level, and I kind of fell in love with the strategy — coming up with different ways to position clients. One of my favorite types of PR is when a client has a really great project they’re excited about and want to promote. You can tell they’re passionate about it. Helping them get to that point, working with them to be creative and really tell their story, then pitching it out to the media — that’s probably my favorite part of the job.
One particular story that stands out was when a client had just come off a big television show. She was the talk of the town, and everyone wanted a piece of her. I got to pitch her out, set up interviews and press, and really saw how the media was interested in hearing her story. Success stories are my favorite because they’re kind of effortless in a way — everyone wants in, and I’m just there to facilitate and coordinate. That would be one example of something I really love about what I do.
Yitzi: It’s been said that sometimes our mistakes can be our greatest teachers. Do you have a story about a funny mistake that you made when you were first starting and the lesson that you learned from it?
Sophia: I do, yes. When you think of a publicist — whether it’s from TV shows like Entourage or even Kim Kardashian playing one in the recent season of American Horror Story — they’re often portrayed as no-nonsense, go-getter types. And I think those are really strong qualities for a successful publicist: knowing what’s expected of you and not letting anyone walk over your client.
When I was first starting out, and I don’t know how funny this is, but it was a great lesson that stuck with me. It’s definitely something I won’t repeat. It had to do with stepping in when a question is asked that I know my client might not want to answer. Being assertive enough to redirect or say, “Let’s move on to the next one,” is really important.
Early in my career, there was an instance where someone asked a light but slightly off-topic question. The client answered it, and it turned into this buzzy headline that really shouldn’t have happened. From that experience, I learned that I need to step in, even if I don’t feel totally confident in the moment. It’s about protecting your client and making sure they feel supported. That’s a big part of what we do — keeping everything running smoothly and making sure they’re comfortable.
As for funny stories, there have definitely been a lot of moments. I think just interacting with media folks on a daily basis — talent bookers, editors, reporters — it’s fun getting to know them beyond just the job. You usually start with an email, and over time it turns into a relationship. Those are the most special kinds of connections you can make in this field.
I’ve had some really funny, good times with certain reporters over the last year or so. Those working relationships have grown into personal ones, and I think that’s always important in this career.
Yitzi: Amazing. Do you have any stories or examples of how you did that? You turn a cold email address into a relationship?
Sophia: Yes. I had reached out to this woman who books a lot of really cool stories, series, and events. It started with one email, and I remember thinking, “This girl and I could really help each other out down the line.” If I ever had clients that aligned with what she was working on, or if she had fun things she wanted to invite my clients to, I thought it would be a great connection to make.
This was actually my first coffee chat with an editor. I sent her an email saying I’d love to sit down, grab a coffee, and just learn more about what she’s looking for and how we might be able to help each other.
We ended up meeting and talked for about an hour and a half. We were giggling and chatting — only a little bit about work but mostly about personal things, our interests, living in New York City, and everything in between. It turned into this great friendship. Now we talk almost daily. I was chatting with her this morning, actually. She’s someone great to have in my corner, and I hope she feels the same way about me.
Yitzi: Amazing. Okay, so let’s get to the main part of our interview. For the sake of our readers who may not be aware, can you help describe what exactly public relations is? What does the field of public relations entail? What does it include?
Sophia: Sure. Public relations is essentially about helping clients gain visibility by getting their stories featured in the media. Whenever someone asks me what I do, I usually say that I have a client who’s working on something great, and my job is to pitch them to the media in hopes that the press picks up on it and wants to write about it. It’s about getting clients or brands featured in strong articles, social series, and media outlets to elevate their presence in today’s media landscape.
A big part of it is building relationships with editors and journalists and working together to bring your client’s goals and passions to the forefront. You’re helping them get seen and heard in the right spaces.
Another key part of the job is protecting the client. If someone has a big book premiere or is going on a podcast, I’m their point person. I’m the one they know they can come to with questions. I step in when needed, help manage any tricky situations, and make sure they’re always represented in the best possible light. It’s really about supporting them while elevating their brand in the media.
Yitzi: How do you answer when people say, “How is your job different than marketing in general and advertising?”
Sophia: Good question. I’m not sure I can answer it perfectly, since I’ve only worked in marketing on a smaller scale back in college. But I think one of the biggest differences is that, in public relations, most of the press we secure is earned media. When we work with journalists, there’s no money exchanged. It’s about collaborating to bring meaningful stories to the forefront of media and press. So I’d say that’s a key difference — PR focuses on earned media, while marketing and advertising often involve paid placements.
Yitzi: So for those who are unaware, why is it better to get earned media over paid media? Someone might argue, “I’d rather pay for it so I can control the narrative and make sure everything said about me is exactly what I want.”
Sophia: Absolutely. That’s totally fair, and it’s something I hear often. But sometimes you just have to take the bet and trust the journalist you’re working with — trust that they’ll write a story that accurately and positively reflects your client or brand. It can be a bit of a gamble, but in the end, it’s about building relationships with people who are genuinely interested in what your client is doing and want to tell the story in a meaningful way.
Of course, there have been times when the story gets twisted, the headline turns negative, or a journalist is digging for gossip and trying to get the juiciest angle. That’s part of their job. But that’s where our role comes in — how we position the client, how we communicate, and how we set expectations with the journalist. It’s all about ensuring that both sides are aligned and satisfied with the final outcome.
Yitzi: If a young person is considering a career in PR, should they get a degree in communications? Should they get a degree in journalism? Where should their education start?
Sophia: Absolutely. PR is really for anyone with a creative mind who loves storytelling, likes to take the lead, can adapt easily, and is curious about the field. You can honestly study just about anything and still go into PR. That said, I do think my communications background helped me a lot in this industry.
I always knew I wanted to go into entertainment, so communications and media studies felt like the right major for me in college. But you could study business and go into PR. You could study theater and go into PR. It really just comes down to having the ability to adapt, being passionate about the work, and wanting to find creative ways to position your client.
If you’re still in college and you know you want to pursue PR, then I’d recommend studying communications or journalism. If you study journalism and later decide you don’t want to write or work at a publication, but would rather work with journalists, then you already have that background. You understand how journalists think, and that gives you a strong foundation for either career path.
Yitzi: I know a lot of journalists who eventually became PR professionals. Do you think they have an edge, or do you think it could be a disadvantage to come from that field?
Sophia: I think it can definitely be used as an advantage. Honestly, in this field, any kind of relevant experience can be a strength. If you come from a journalism background, I think it only helps your case in PR because you understand both sides of the relationship.
For me, I’m not a journalist, and even though I studied communications, my understanding of the media side comes mostly from my current work and relationships with editors.
Journalism never really crossed my mind until I started working in PR. But once I got into it, I realized how amazing and exciting the work journalists do really is. It’s something I’d definitely be open to exploring down the line.
Yitzi: What are some of your best practices for pitching stories to the media and building long-term relationships with journalists
Sophia: I think you have to be very strategic and visible, and you really need to do your research. For example, if you’re pitching a story about a reality television show, you’re not going to send it to someone who only writes about men’s fitness in the UK. That just wouldn’t make sense.
You have to be thoughtful about who you’re reaching out to. If you pitch to someone who has no history or interest in that topic, they’ll immediately think you didn’t do your homework. It reflects poorly, and it’s a missed opportunity. So, being strategic, organized, and doing your research is key.
That’s how you build relationships and generate leads. If someone is interested in one story you pitch, and you have other clients who are in a similar space, you now have an open door. You can pitch them again, and if they’re genuinely interested, there’s a good chance they’ll want to keep working with you.
Yitzi: I know that you’re a successful publicist and you’re great at your job. Based on your experience and expertise, can you share five things that you need to create a highly successful career as a public relations professional?
- I think creativity is number one. We all have to be storytellers, understand the story we’re telling, and be passionate about it. You want your pitches to feel relevant, eye-catching, and current. Creativity is key.
- Organization is also huge. We work in such a fast-paced environment. Your day can change in a snap, and you have to stay on top of things. If you forget about something for even two days, that could be a missed opportunity that’s no longer available for you or your client. You have to stay organized and know your priorities.
- Resilience is really important too. You have to keep going and not get discouraged if your story doesn’t land anywhere or you get no responses. You have to keep doing your research, find the right people to reach out to, and not let it get you down.
- Obviously, relationship-building is crucial. Networking and becoming friends with the journalists and reporters you work with is one of the most important parts of the job. It’s all about building those connections.
- And I also think you need good instincts. You have to trust yourself. If you feel something is worth pitching, even if you think there’s no way they’ll go for it — sometimes they surprise you. You might think, “There’s no way they’ll give my client a cover op,” and then suddenly they do. All you had to do was ask. Strong instincts and confidence are so important when reaching out to people. If they let you down, they let you down. Move on to the next. I don’t get let down often, mostly just ignored — which is fine. I get it. These journalists receive hundreds of pitches a day. I can only imagine what their inboxes look like. I’m sure your inbox is crazy too. And as a publicist, when someone hasn’t responded after three follow-ups, it’s probably time to stop. If they were interested, they would’ve responded. You can’t take it personally. You don’t know them personally, and that’s okay.
Yitzi: Beautiful. Can you share some of the self-care routines that you use to help your body, mind, and heart thrive?
Sophia: Sure. Some of my favorite self-care routines are working out — I try to work out three to four days a week — getting a good night’s sleep, at least seven to eight hours, and honestly, my favorite self-care ritual is watching Bravo after a long day. I’ll just get on the couch or cuddle up in bed and turn on my favorite reality TV shows.
Yitzi: This is our final question, our aspirational question. So Sophia, because of the work you’re doing and the role that you play, you’re a person of enormous influence. Through you and through your clients, you can impact millions of people. If you could put out an idea or inspire a movement that would bring the most good to the most people, what would that be?
Sophia: I think it’s so important to realize that it’s never too late to reinvent yourself. It’s never too late to explore other careers or industries, regardless of your age.
When I started this job, I had been working for a year in another role, and then I transitioned into PR. I asked myself, “Am I at a disadvantage?” And the answer was no — I wasn’t at a disadvantage at all. In fact, I think it gave me an edge because I came in with the administrative skills I needed to succeed.
Everyone has to start somewhere, no matter their age or position. If you’re interested in a field, explore it. Apply for jobs and see what’s out there.
Sometimes I think about law school, and I know so many people who start in their late twenties or thirties — or even later. There’s never a wrong time to begin something new. Career reinvention is always possible. You can do whatever you want. No one is holding you back.
Yitzi: Sophia, how can our readers continue to follow your work? How can they get in touch with you if they want to hire you or engage your services? How can they support you in any possible way?
Sophia: They can follow me on LinkedIn and on Instagram at @SophiaRibner. You can also email me at sophia@emilyblairmedia.com. Let’s be in touch!
Yitzi: Sophia, thank you so much for this amazing conversation. I wish you continued success and good health. I look forward to working with you for many more years.
Sophia: Me as well. Thank you. This was so fun!
PR Pros: Sophia Ribner On Five Things You Need To Create a Highly Successful Career as a Public… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.