Rueckert Advertising & Public Relations in Albany, NY

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Agency Develops New Brand For Northern Rivers Family Services

We’re thrilled to have recently completed a new branding campaign for Northern Rivers Family Services, the parent company of Parsons Child & Family Center and Northeast Parent & Child Society.

Founded in 2012 as Northern Rivers Family Services, the organization will now be known as Northern Rivers Family of Services — one simple change that represents the continuing evolution of the care provided to children, adults and families. We also developed a new logo and tagline to represent all of Northern Rivers, Parsons and Northeast—Life changing care.

“The goal of this initiative was to unify and strengthen the organization,” said Rueckert Advertising Director of Marketing Linda Mather, who launched the branding initiative in January by conducting a comprehensive analysis of the organization.

“After months of research encompassing clients, employees, stakeholders and community members, we then developed an organizational positioning statement, presented graphic and tagline options, and recommended that one universal logo and message be adopted to reflect the exceptional depth, breadth and quality of services offered,” Mather continued. “We couldn’t be happier with the final outcome.”

“For more than 300 combined years, we have provided life-changing care to hundreds of thousands of children and family members throughout New York state,” said John Henley, CEO of Northern Rivers. “It’s important for the public to know that the agencies they know and trust are connected to each other and that together we have the strength and expertise to make real, lasting change.

“By utilizing the historic colors of its member agencies, the new logo reflects the rich history and tradition of Parsons and Northeast,” he added. “This new brand reflects who we are, what we do, and most importantly, where we are going—together.”

The new brand was introduced via an internal campaign to the 1,300-strong workforce of Northern Rivers last week, and will continue to roll out to the public in the weeks and months ahead.


Agency Welcomes Fall Intern

OCTOBER 17, 2014  |  Rueckert Advertising is delighted to welcome Nia Sanders as the agency’s fall intern.

A senior at the University at Albany, Nia plans to graduate in the spring of 2015 with a bachelor’s degree in history and sociology. As a dual major, Nia’s workload is diverse and provides ample opportunity for reading, writing, and researching.

“Writing press releases, pitch letters and other copy, as well as balancing constant communication with clients, made me think about a possible career in public relations,” said the White Plains native, who learned about the agency from a mutual contact. “I’m ready for the opportunities this agency will provide me.”

Nia is no stranger to internships. This summer she worked at the New York Amsterdam News, one of the top black newspapers in the nation. As a journalism intern, Nia wrote articles for the paper’s weekly issue, as well as reported on breaking news.  Getting exposed to black news was a plus, and helped inform her in ways that she never thought was possible. Now, she is ready to start a new learning experience with the agency.

“We’re thrilled to have Nia join our team,” said Rueckert Advertising Vice President Chris Rueckert. “Her writing and editing skills will be an asset to us and I hope that she finds her time here an enlightening first step in determining her future career path.”


Rueckert Advertising & Public Relations Newsletter


Promoting Orthopedic Excellence & Safety

MARCH 25, 2014
St. Mary’s Healthcare in Amsterdam, the largest hospital in Montgomery County, has one of the best orthopedic departments in the nation. The acute care facility has been honored on several occasions with 5-star orthopedic ratings for joint replacement, total knee replacement, total hip replacement and hip fracture treatment by Healthgrades, a leading provider of information to help consumers make informed healthcare decisions. In an effort to tout its award-winning orthopedic services and superior safety rating, St. Mary’s partnered with Rueckert Advertising on three comprehensive marketing campaigns.

The first campaign drew attention to the hospital’s “A” Hospital Safety Score from the flagship Leapfrog Group for its ability to prevent medical errors, injuries, accidents and infections. St. Mary’s was the only regional hospital to attain this highest possible mark.

The second highlighted the hospital’s 5-star orthopedic services and consisted of TV, print, online, outdoor, radio and ongoing public relations.

The final initiative, marketed through TV, print, radio, outdoor, online and proactive public relations in the greater Capital Region, highlighted Dr. Jian Shen, an expert in minimally invasive spine surgery. The fellowship-trained orthopedic spine surgeon has helped St. Mary’s become the first hospital in New York to pioneer robotic-guided spine surgery.

“Preliminary campaign results have been positive,” said Rueckert Advertising Marketing Director Linda Mather. “We’ve seen more than 8,000 visits to the campaign’s landing page, Additionally, Dr. Shen reports an influx of spine surgery patients from outside the traditional St. Mary’s service area.”


Agency Produces Video For Rally Attended by 10,000

JANUARY 29, 2014
Rueckert Advertising wrote, produced and directed a four-minute video shown to 10,000 students, teachers and parents at the “Invest in Education Tax Rally,” a convention held at the First Niagara Center in Buffalo this past April.

The video, which was developed and produced in only two weeks, features an elementary school student explaining how a bill is passed in New York and advocating a state tax credit. The pending legislation is intended to encourage private donations for education and ultimately make private school education more affordable. Also, the video encourages individuals to become proactive and contact their local representatives to express support for the legislation.

“This project was challenging in terms of turnaround time, but we are proud of the end product,” added Vice President and Creative Director at Rueckert Advertising Jason Rueckert, noting that rally attendees hailed from Catholic, Lutheran and Jewish schools across Western New York. “We are grateful for the opportunity to increase awareness and build support for something that could enhance the future of education for our children.”

Read more about the rally.

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1st National Bank of Scotia Celebrates 90th Anniversary With "Food For Thoughtfulness" Collection Drive

NOVEMBER 22, 2013
SCOTIA, NY — 1st National Bank of Scotia commemorated nine decades of community banking this afternoon with the launch of a major non-perishable food drive to support Capital Region families in need.

Titled “Food for Thoughtfulness,” the region-wide effort kicked off with the donation of 90 pounds of non-perishable food items to the Scotia-Glenville Food Pantry, a neighborhood organization that provides a three-day supply of food to residents of Scotia-Glenville and surrounding areas. That donation was matched by Scotia-based Gabriel’s Supermarket.

Through 12/31/13, Capital Region residents are invited to place non-perishable items in collection bins conveniently located inside 1st National Bank’s 10 local branches, Gabriel’s Supermarkets (in Scotia) and Colonie-based Rueckert Advertising and Public Relations.  Donated items will be given to the Regional Food Bank of Northeastern New York in Latham, which helps provide 450,000 meals each week to 85,000 children and 13,000 seniors living in 23 counties in northeastern New York.

“Since our founding in 1923, 1stNational Bank of Scotia has been blessed tohave the opportunity to serve the banking needs of thousands of regional families and businesses,” said 1st National Bank Chairman and CEO Louis Buhrmaster. “To mark our 90th year in business, it’s our turn to give back.  We’re looking forward to helping hungry local families enjoy this special time of year with a table full of good food.”

“Hunger remains a daily occurrence for thousands of families we serve,” added Mark Quandt, executive director of the Regional Food Bank of Northeastern New York. “We're thrilled to partner with 1st National Bank on this food drive and we encourage everyone in the Capital Region to participate.”

Quandt said the Regional Food Bank, which provides $10 worth of food to hungry people for every dollar it spends, accepts large corporate donations of shelf stable, fresh, and frozen food, as well as non-food items like paper goods and personal hygiene products. These products are still perfectly good to eat or use but are no longer marketable for the companies that donate them, and they are of great value to the non-profits the Food Bank serves.

According to Quandt, protein-based food items — canned meat and fish, and prepared meals like beef stew and chili ­— are in demand at this time of year.

“We’re also in need of nutritious cereals,” he said, explaining that youngsters represent 40 percent of the population they feed.  “”Less sweetened cereals are preferred, but all cereal donations are greatly appreciated.”

“Although the economy appears to be turning around, times still remain tough for thousands of Capital Region families,” said State Senator Hugh T. Farley. “At this time of year reserved for giving to others, I applaud 1stNational Bank of Scotia’s ambitious goal in supporting the Food Bank in its mission to alleviate hunger and prevent food waste. I encourage everyone to take a moment to drop something off this holiday season for the less fortunate to enjoy.”

Drop off collection points, which are open Monday-Friday from 9 a.m. to 5 p.m. and Saturday 9 a.m. to 1 p.m., include:

201 Mohawk Ave., Scotia, NY * Tel: 370-7200
1705 Central Ave., Albany, NY
1693 Route 9, Clifton Park, NY
120 Erie Blvd*., Schenectady, NY
1 Research Circle (GE Global Research)+, Niskayuna, NY
240 Saratoga Rd., Scotia, NY
8 New Karner Rd., Guilderland, NY
1476 Balltown Rd., Schenectady, NY
2695 Hamburg St., Schenectady, NY
3013 Route 50, Saratoga Springs, NY
255 Mohawk Ave., Scotia, NY (Gabriel’s Supermarket)
638 Albany Shaker Rd., (Rueckert Advertising & PR), Albany, NY

*Erie Blvd. office is closed on Saturdays

+GE Global Research is restricted to employees only

For more information, please call Karen Ballester, marketing coordinator, at 1st National Bank of Scotia at (518) 370-7200.

Photo From Left to Right: Bob Baker, food sourcing project coordinator for the Regional Food Bank of NENY; Diane Faubion, senior vice president at 1st National Bank of Scotia; and Bank President John Buhrmaster.


Meet Edward Parham, Director of Public Relations

OCTOBER 28, 2013
Next month, Edward Parham, our director of public relations, will be honored with the 2013 Outstanding Practitioner Award from the Public Relations Society of America’s (PRSA) Capital Region Chapter.

The annual honor is given to a Capital Region public relations professional who has achieved exceptional success, displayed the highest ethics and is dedicated to serving the community and the profession.

The following is a Q&A Ed recently completed for the local PRSA chapter:

1. How has the profession of public relations changed during your career? Where is it going?

Over the past decade, our modes of communication have shifted dramatically. While media outlets remain an important news distribution strategy, they’re just a portion of the distribution network we have at our disposal. In 2013, every company or business is essentially its own media channel; it just needs to build its own audience. Through social media platforms and video, a PR pro can continue to tell his/her company’s story to its various publics.

Although it’s impossible to look into a crystal ball and say with certainty where the future is headed, one thing we can be sure of is that we’re going to have to remain nimble and adapt to the changes taking place around us. New practitioners entering the field will need more than just first-class writing skills and media contacts.  They will also need to have competence in areas ranging from blogging and video editing to social media content creation and analytics.

2. You have some really interesting clients and projects. Can you share an interesting PR story about one of them?

In the PR agency world, we constantly need to think creatively for our clients, many of which are working off limited budgets. I’m particularly proud of a campaign we ran for the New York State School Boards Association (NYSSBA), which came to us when public education was facing a significant public image challenge in New York.

Because NYSSBA lacked the financial resources to conduct an effective statewide media campaign, Rueckert Advertising implemented a grassroots approach to promote the value of public education and its school boards to the public.

We centered our campaign on a “School Board Ambassador Program,” which involved empowering approximately 40 articulate, informed school board members with a range of communication tools and themes. They, in turn, fanned out across the state to spread the message.

To prepare Ambassadors for public presentations and media interviews, we organized an intensive, two-day workshop in Albany, designed to help them hone both their public speaking and on-camera skills.  We also worked with NYSSBA to produce a dynamic, three-minute video, which was used by Ambassadors to kick off their presentations and frame the issue in an emotional and powerful way. Segments of the video were also used for public service announcements.

As a result of our efforts, ambassadors addressed nearly 420 civic groups and were interviewed by the media more than 850 times over an eight-year period. Our NYSSBA Ambassadors Program has since been emulated in six other states.

3. With the changes in technology and social media, how has your approach to media relations changed?

In the old days, media relations’ professionals phoned reporters when they had interesting story ideas.  Today, the majority of our pitching takes place in the digital space.  For instance, Barb Pinckney, health reporter at The Business Review, continues to seek out experts for her stories through social media platforms like Twitter and LinkedIn. Similarly, Kristi Barlette, Times Union features writer, likes to reach out to her audience on Facebook for both story ideas and contacts. As media relations’ pros, we need to be cognizant of these platforms and of how reporters are using them to develop their stories.

4. What do you feel is the most important skill a communications professional should have in today's market?

Without a doubt, the ability to draft clear, concise copy remains paramount to anyone in our profession. We’re constantly writing — whether it’s e-mails to clients, press releases, pitch letters, opinion pieces, or even social media posts.  I don’t see good writing ever not being a central part of this vocation.

What concerns me — and I see it with my own children — is that there seems to be a real lack of writing assignments in elementary and middle schools. If children aren’t writing regularly, how are they going to become good communicators down the road? And this applies to whether they choose to go into PR, or indeed any other field.  Good writing skills are central to almost every profession.

5. What is on your must read list for communicators? (Book, article, blog, etc.)

I especially enjoy reading “How To” articles, both in print and online, that help me improve my skills. PRWeek, PR Daily News,, and PRSA’s Public Relations Tactics are great sources for these pieces.  Additionally, PR Newswire’s “ProfNet” — which I scan daily for opportunities for my clients — has a plethora of articles that provide helpful tips on everything from blogger outreach to using video to promote experts.


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