Science & Technology



Virginia Beach communications expert pursues the business of writing with education platform launch


Published in Science & Technology News

VIRGINIA BEACH, Va. — Danny Rubin leveraged his Hampton Roads public relations expertise to fill a workplace and educational need: better communication skills.

And Rubin is living out his business’ “Write well, open doors!” mantra as he found an underserved market and entrepreneurial opportunity through writing.

He’s sharing his knowledge through his online curriculum featuring a collection of assignments, videos and quizzes focused 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 worked for the family’s public relations firm, Rubin Communications Group in Virginia Beach, for eight years while growing his own business on the side. Earlier this year, he left the firm to pursue his company, known simply as Rubin.

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


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

It all started after he saw how popular — more than 1 million views worth — his templates were on a blog he did years earlier. The blog grew into his first book, “Wait, How Do I Write This Email?” in 2015. The go-to manual of more than 100 templates includes step-by-step guidance to write emails, resumes, cover letters, LinkedIn profiles and thank-you notes.

Two other books followed: “Wait, How Do I Promote My Business?” in 2017; and “Wait, How Do I Lead My Team?” in 2018. And from the books, the business developed and the online curriculum followed.

To date, Emerge is used to teach communication skills to more than 100,000 students in middle, high school and colleges in 35 states. The program, with an annual subscription, has about 140 school partners throughout the U.S. and beyond and continues to grow steadily, he said.


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