Big Media and PR: Can We Successfully Align our Transformations?


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30 October 2012


02:45 PM


As big media continue to design a business model for the digital age, the media "product" has taken on new innovative dimensions. From Forbes’ open publishing model, to The Huffington Post's content super-store, to Flipboard’s personalized newsstand, media is in a constant state of remix—and companies like Unilever, Verizon, PepsiCo and others start to morph into media themselves. How do PR organizations adapt to the remix of new media? How do teams rethink "the pitch?" How can companies best inform not only media intermediaries, but discovery engines, recommendations, and search results for a given product, company or personality? And as part, what can we learn from new media pioneers as brands themselves become publishers?


Name:Chris Perry

Company:Weber Shandwick

Position:President, digital

Chris leads digital business strategy development and operations for Weber Shandwick. He works in close collaboration with the firm’s leadership team to develop best-in-class digital and social media competencies. As part he drives the firm's new media agenda, services innovation, emerging technology partnerships and program delivery for top companies, brands and causes. The firm’s digital and soc...


Name:Janet Balis

Company:Huffington Post


Janet Balis was recently appointed Publisher of The Huffington Post.  In her role, she guides revenue strategy for the global, cross-platform brand with a focus on innovative new offerings like HuffPost Live and other major partnerships.  Immediately prior, Balis served as Head of Sales Strategy, Marketing and Partnerships for AOL, leading solutions for key clients and agencies, tra...

Name:Lewis D'Vorkin


Position:Chief product officer

Lewis D'Vorkin serves as Chief Product Officer, leading all editorial areas for Forbes and its related brands. A seasoned journalist and experienced business entrepreneur, since joining the company in June 2010 Mr. D'Vorkin has initiated the redesign of Forbes magazine and launched an innovative digital publishing platform that delivers a experience that is cleaner, simpler, more inter...

Name:Torod Neptune

Company:Verizon Wirless

Position:Vice President Corporate Communications

Torod is vice president corporate communications for Verizon Wireless, the premier wireless provider with the nation's largest 4G LTE network and the largest and most reliable wireless voice and 3G broadband data network. He is responsible for national media and public relations, public affairs, social media and digital strategy, executive messaging and communications, community relations, and emp...

Name:Michael Zimbalist

Company:The New York Times Company

Position:Vice President, Research & Development Operations

Michael Zimbalist founded The New York Times Company's R&D group upon joining the Company in 2006 and in 2012 established its New Ventures group to commercialize inventions from R&D.Mr. Zimbalist has also held several operational roles within the Times Company: From 2006 through 2008 he led, a regional portal with more than five million monthly users; and from 2009 to 2011 he led UComp...