is an Emmy Award Winning television news veteran and author, who has worked for NBC
News, Fox News Channel and network affiliates for more than 30 years. His reports have
also appeared on CBS, CNN, PBS, A&E, LETN, European Broadcast Union and 22 other networks
around the world.
Russell Ruffin is the author of Media Matters, an examination and
critique of the best and worst major media incidents as well as The
Media Insiders' Public Information Officer's Guide, a textbook for
newsmakers and spokespersons.
During the Columbine High School massacre he
produced coverage for America's Most Wanted as John Walsh profiled the
crisis. Ruffin also produced the television documentary: Columbine:
Surviving the Trauma, which has been used by police departments and
Victim's Assistance programs to help officers and individuals cope with
Following the September 11th Terrorist Attacks on
America, Ruffin produced a series of Homeland Security training
programs for Law Enforcement officers. His training programs aired on
LETN (Law Enforcement Television Network) to assist officers in
identifying and dealing with terrorist activities on American soil.
Ruffin also documented police training and response
to bio-terrorism simulated attacks on America, which aired on A&E
Network's American Justice Files.
In 1983, Ruffin initiated the Crimewatch and Crime
Stoppers programs for local broadcast news. His Crimewatch and Crime
Stoppers reports aired on KCNC TV in Denver, where he coordinated
coverage with police officers in the Denver area.
He has conducted Police Media Training for police
public information officers as well as other newsmakers including
non-profit organizations and CEOs. For the 2002 Salt Lake City Winter
Olympics he assisted law enforcement in preparing media relations
Ruffin's career began in Nashville, Tennessee in
1974 at WSMV TV, where he was an on-camera news anchorman and police
reporter. From 1976 through 1983 he worked as a news anchor and
reporter for WMC TV in Memphis, where his reports aired frequently on
CNN. In 1983 he was hired by NBC and assigned to Denver at KCNC TV
where he worked as a reporter, his reports routinely appeared on NBC.
Since 1990 he expanded his news coverage to 22
networks as he continued his reporting and began coaching law
enforcement officers and administrators in the art of effective Media
Relations, covering such subjects as: