Member Spotlight: Cherika Ruffin

Can you tell us a bit about yourself and your current position?

I’m the program manager for RideFinders, a division of GRTC Transit. In my position, I oversee the content development, management and engagement of our social media platforms and website, external communications with vendors, assisting in strategic communications and partnerships and delivering employer-based and public-facing materials and campaigns. I also serve on the PRSA Richmond board of directors as the public service chair.

Where are you from? Where did you go to school?

I’m a local lady – born and reared in Richmond, VA, and a product of Richmond Public Schools.

I graduated Summa Cum Laude with a Bachelor of Arts degree in Mass Communications from Shaw University.

I earned a master’s degree in Communication from Purdue University and taught an undergraduate public speaking class (known as Com 114) during my tenure.

How long have you been in PR?

Over 20 years! Before my time at RideFinders, I was a marketing specialist with the local Girl Scout council which started my career in PR.

Can you share why you decided to join PRSA Richmond?

I’ve been a member since 2006. I joined PRSA Richmond after joining RideFinders. I knew the importance of surrounding myself with like-minded individuals to improve my skillset and learn best practices that can transfer across disciplines.

When you’re not working, what are some of your hobbies or things you are passionate about?

Some of my hobbies include watching (and sometimes playing) tennis, volunteering in the community, being a helicopter mom to my 17-year-old daughter, using decorative planning with stickers because I’m still a paper and pen girl – #plannergirl and #stickerobsessed, and being obsessed with true crime television shows on Oxygen and Investigation Discovery (ID).

What’s your favorite local restaurant or hangout spot?

I’m a known shopaholic! My favorite hangout spots involve retail therapy.

Would you like to be featured in a Member profile? Contact Membership Chair Kenita B. Matthews, APR, at