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Virginia Beach communications expert pursues writing business with launch of education platform – The Virginian-Pilot

Virginia Beach — Danny Rubin leveraged Hampton Roads’ public relations expertise to meet the needs of the workplace and education: improving communication skills.

And Rubin lives his business’ ‘Write well, open the door!’ Mantra found underserved markets and entrepreneurial opportunities through writing.

He shares his knowledge through an online curriculum featuring a collection of assignments, videos, and quizzes that focus on writing and speaking.

“I listened to the market and followed where it said it should go,” Rubin said. “The longer you stay in the[entrepreneurial]game, the more interesting things happen.”

A former television news reporter, Rubin spent eight years at Rubin Communications Group, his family’s public relations firm in Virginia Beach, growing his own business as a side hustle. Earlier this year, he left the company to pursue his company known as Rubin.

“For a long time it was just me, a man, a dream,” he said.

Founded in 2017, the company offers Emerge, a digital platform that teaches effective writing and speaking skills. Rubin has three employees. Austin Makohon, software developer, and Mac Walsh and Alexis Kruemcke, training and implementation specialists.

It all started after seeing how popular his templates were (worth over a million views) on a blog I did a few years back. The blog grew into his first book, Wait, How Do I Write This Email? Our go-to manual of over 100 templates includes step-by-step guidance for creating emails, resumes, cover letters, LinkedIn profiles, and thank you notes.

Two more books followed. 2017; and “Wait, How Can I Lead a Team?” Business evolved from books, followed by his curriculum online.

To date, Emerge has been used to teach communication skills to over 100,000 students in middle schools, high schools and colleges in 35 states. The program, which is an annual subscription, has about 140 school partners in the United States and abroad, and continues to grow steadily, he said.

Locally, the Virginia Beach Advanced Technology Center enrolled in Rubin’s program. Michigan State University, the University of Alabama, George His Mason University, and most recently, His VinUniversity, a private English-speaking university in Hanoi, Vietnam, have enrolled in Emerge.

Rubin said he offers lessons in email and phone etiquette and networking skills in big cities, small towns, and everywhere in between.

“Essentially, we are a library of 20-minute challenges,” he said.

Includes how to write email subject lines, how to leave voicemails, and how to sign in cursive.

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“It may sound silly, but these skills aren’t taught or students simply don’t know,” he said. “In another era, these skills have been lost, leaving students unable to communicate effectively in a fundamental way to pursue desired opportunities.”

Tricia Jacobs, director of career and technical education and workforce development at Alexandria City Public Schools, said Emerge is a perfect fit for the 65 teachers who teach workplace readiness skills to students in grades 6 through 12. .

“It’s something that permeates all of our program areas and that we can use as a common thread,” says Jacobs. “When you find a product that covers it, you’ve struck gold.”

Rubin noted that the pandemic has further weakened our ability to communicate.

“I believe in this. I’m so passionate about it and I think it’s so important,” Rubin said.

For more information, visit

Sandra J. Penneke, 757-652-5836,