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OVERVIEW

CommPRO andLightbox Search invite you to join our roundtable of communications industry leaders as they discuss how modern PR and communications crosses the intersection of SEO, SEM, Content Creation and earned media. Current technology offers isolated solutions. Lightbox Search offers a fully integrated solution. As a communicator or PR professional your strategy must encompass all media, yet too often, the most powerful and trusted source of news and information is overlooked. Google is now the first and last stop for anyone seeking to learn more about companies, brands, executives, products and services. If you think you can’t influence Google, you are wrong – and you can do it yourself.  

FIRESIDE CHAT

Visionaries Peer into the Future That's Already Here

WhenLarryWeber started his original firm in Boston, he was future-focused and finding ways to leverage technology as many tech companies were his anchor clients. That went on steroids when he merged with Shandwick to create Weber Shandwick and then launched Weber Works, which was the technology unit of what he had built into the largest communications firm in the world.

LarryMoskowitz had looked at technology from a PR firm perspective and looked at it through the emerging technology perspective, first with data transmission, then with satellite and then with the Internet, and was CEO of the first PR services firm to go public and global. Now we’re discussing Search and AI as the new, current frontiers – at least until virtual reality becomes a new platform.

Larry Weber, CEO & Chairman,Racepoint Global

Larry is a globally known expert on public relations and marketing services, founder of several successful public relations and interactive marketing agencies and author of six forward-thinking marketing books. Recognized as a thought leader on the convergence of technology, the Web, and communications, Larry has helped both enterprise and emerging companies become powerhouse brands; his client experience includes ARM, AT&T, Boston Scientific, Coca-Cola, General Electric, General Motors, IBM, John Deere, Kaiser Permanente, Microsoft, PTC, Panasonic, the Pittsburgh Steelers, SAP, and Verizon Wireless.Larry has nearly 40 years of experience as CEO of both mid- and large-scale companies. He is co-founder and chairman of the Board of Directors of the Massachusetts Innovation and Technology Exchange (MITX), the largest interactive advocacy organization in the world. Additionally, he sits on the Board of Directors for Pegasystems, Inc. (PEGA) in Cambridge, Mass. and Macromill Group (TYO:3730) in Japan. In January 2019, Larry released his latest book,Authentic Marketing: How to Capture Hearts and Minds Through the Power of Purpose, published by John Wiley & Sons, Inc.Authentic Marketingdiscusses the need for all companies to have a corporate purpose in order to capture the hearts and minds of today’s audiences.

Laurence Moskowitz, Chief Executive Officer, Lightbox Search

Laurence Moskowitz, Co-Founder and Chief Executive Officer of Lightbox Search, was named one of the 10 most influential public relations executives of the 20th Century by PR Week magazine. Regarded as an expert in crisis communications, issues management and strategic corporate communications, Larry founded Lumentus, a New York-based agency, in 2009 after recognizing that technology and client service needs were changing how public relations, marketing and advertising firms must operate. In 2018, Larry saw a need his technology could solve and created Lightbox Search.

A communications pioneer, Larry has leveraged emerging technologies throughout his career to provide business and professional communicators with more powerful and effective means of reaching their audiences. Prior to Lumentus, Larry founded Medialink, then the world’s largest provider of video-based media communications services to Fortune 500 companies.

As Chairman and CEO of Medialink, Larry forged strategic alliances with the Associated Press and Nielsen to create the first professional distribution network linking corporations and other organizations with television broadcasters nationwide. Medialink, which he took public, won hundreds of public relations industry awards, and was successfully merged into a successor company in 2009. Larry had previously founded a forerunner to PR Newswire and started his career as a reporter and editor.

Larry was honored with the Ernst & Young Entrepreneur of the Year Award for communications in 1999.Larry holds a Bachelor of Arts degree in Journalism from Pennsylvania State University, where he was Kappa Tau Alpha in communications. He has lectured on public relations and online media at New York University, the BBC in London and Denmark Television in Copenhagen, NewsXchange in Barcelona and numerous professional groups around the world.

HOST

Jesse Jacobs, Chief Technology Officer, Lightbox Search

Jesse Jacobs serves as Chief Technology Officer of Lightbox Search where he drives product development. Jesse works closely with both the technical team and clients to ensure Lightbox meets evolving objectives.During his decade with Lumentus, he has led cross-platform content creation as a creative strategist with expertise in search engine optimization (SEO), digital reputation management and brand building.Jesse is passionate about technology and design and holds a dual Bachelor of Arts degree in Media Arts and Entertainment and Strategic Communications from Elon University. 

GUESTS

Linda Descano, CFA®, Executive Vice President, Red Havas

Linda joined Red Havas in 2015 to spearhead the agency’s digital, social and measurement practice areas. With more than 15 years of experience, she specializes in providing strategic counsel and tactical implementation of integrated communications programs, incorporating PR, media relations, social media, content partnerships, influencer marketing, thought leadership and advertising. Her work includes a variety of sectors including financial services, economic development, pharma and corporate responsibility. Previously, Linda was managing director and global head of content marketing and social media at Citi, where she launched numerous digital firsts and served as president and CEO of Women & Co., the bank’s award-winning financial lifestyle community for women.

Her honors include PR News’ 2018 PR Professional of the Year, 2018 Campaign U.S. Digital 40 Over 40, 2014 Fox Information Technology Distinguished Alumni Award from the Fox School of Business at Temple University, 2014 Pinnacle in Leadership Award from the Girl Scouts of Greater New York, and 2013 Changing the Game Award from Advertising Women of New York (now known as She Runs It).  Linda also served as a judge for The Content Council Pearl Awards in 2018 and 2017. Linda serves as a capstone mentor and advisory council member for the Fox School of Business M.S. in Digital Innovation in Marketing program. She currently serves on the board of directors of New York Women in Communications (and is a past president) and Servo Annex, a digital consultancy.

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Neil Foote, President, Foote Communications & President, National Black Public Relations Society

NeilFoote is a veteran journalist, educator, author and media executive. He draws from his experience at the Miami Herald, Washington Post, Belo Corporation and Tom Joyner’s Reach Media where he helped launch BlackAmericaWeb.com. He founder and CEO of Foote Communications, a media consulting firm.  He teaches digital and social media for journalists, media management, media entrepreneurship and business journalism at the University of North Texas’ Frank W. & Sue Mayborn School of Journalism.  He is director of the Mayborn Literary Nonfiction Conference. The native of Brooklyn, N.Y.  also is president of the board for the National Black Public Relations Society, a steering committee member of the Commission on Public Relations Education and serves on various other boards.

David Harrison, Executive Vice President, Evins Communications

DavidHarrisonis Executive Vice President at Evins Communications and directs the agency’s Brand Content & Integration practice.Davidcombines expertise in traditional marketing, branding and communications with a focus on digital incorporation and optimization, creating successful and award-winning 360-degree campaigns for clients in the lifestyle, wine and spirits, hospitality and entertainment industries.Davidcombines a background in journalism with a thorough knowledge of digital and social media resources, platforms and tools, managing and guiding clients such as Halekulani, DUX, Arlo Hotels, National Limousine Association, Maker’s Mark and OCTAVE Institute.David’s development of comprehensive and proprietary monitoring and analytics reporting strategies have proven invaluable in new product launches, event planning and crisis communications.Prior to joining Evins Communications,Daviddeveloped and implemented new media launches and campaign strategies for numerous brands, both with a boutique wine & spirits agency, as well as on a freelance basis.David’s work has earned Evins Communications an AVA Gold Award, a Telly Bronze Award and two Hermes Awards – gold and platinum, and he is a regular contributor to Forbes as a member of the Forbes Agency Council.Davidgraduated from the State University of New York at Purchase with a degree in English Literature. 

Julie Orsini, Senior Associate Director, APCO Worldwide

Julie Orsini is a Senior Associate Director in APCO's Washington, DC-based Public Affairs Advisory group, specializing in integrated public affairs and digital advocacy campaigns for issues, brands, and coalitions. Working across a variety of business sectors, she leads cross channel communications strategies and highly targeted paid media campaigns that rally clients' stakeholders to action and empower them to achieve legislative victories through coordinated efforts. Julie also plays the role of client account leader, providing ongoing public relations counsel and corporate reputation management. Julie holds a bachelor’s degree in Strategic Communications from Elon University.

John Randall, Executive Vice President Public Affairs & Crisis, BCW

John Randall is an EVP on the Public Affairs and Crisis team in Washington, D.C., with a focus on digital strategy. John is responsible for devising and implementing digital strategies and tactics to amplify and improve ongoing client communication, public affairs, and government relations efforts for many of the firm's largest clients.​

Before joining BCW, he was the VP of Digital at CRAFT | Media/Digital in Washington, D.C. where he developed digital communication and public affairs campaigns for clients ranging from the American Dental Association, Association of Global Automakers, Consumer Technology Association (CTA), Honeywell, U.S. Chamber of Commerce, United Technologies, Verizon, and the National Retail Federation – where his team’s work was recognized by PR News as the Public Affairs Campaign of the Year in 2017.​

Prior to joining CRAFT, John was the Director of Political Advertising for AOL. In this role, he developed and managed digital advertising for major political and public affairs campaigns including Romney for President, Americans for Prosperity, and American Petroleum Institute. Before AOL, John spent seven years in Republican politics – first, as the Director of Radio & TV for the National Republican Congressional Committee (NRCC) during the 2006 cycle. For the following cycle, John launched the Online Communications Division at the National Republican Senatorial Committee (NRSC). John returned to the NRCC for the 2010 cycle, launching the committee’s eCampaign Division. In this role, John created and optimized the committee’s digital presence and outreach in addition to expanding digital opportunities for House candidates. ​

John also worked on award-winning campaigns at Edelman before hopping on the political roller coaster and has been an Adjunct Faculty Member at The George Washington University where he developed the curriculum and taught Digital Strategy for the Graduate School of Political Management.John is a graduate of Hamilton College with a B.A. in Government and has earned multiple certifications for digital advertising strategy and platforms. 

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Matt Sato, Executive Vice President, Edelman Data & Intelligence

Matt leads DxI's Business Science and Analytics offering, which leverages predictive analytics and big data to link clients’ earned, paid, and owned communications environments to business outcomes. This includes measuring both the long and short-term impact of different communications investments to achieve growth.  Matt brings Edelman capabilities in big data analytics, marketing mix modeling, purchase funnel, digital attribution, and stock volatility analytics, among others.  

Most of Matt's 18 year analytics career has been leading Accenture’s Applied Intelligence practice, and most recently with Analytic Partners.  Matt has worked with top brands and advertisers to develop analytics solutions that fuel growth, including AT&T, Apple, Microsoft, Target, Taco Bell, Crate & Barrel, Colgate, and Revlon. 

Matt holds his B.S. in Economics and Finance from the University of Illinois, MA from Johns Hopkins University and was a former PhD candidate at Georgetown.

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Aaron Winkler, Director, Analytics, Ketchum

Aaron is an experienced research & analytics consultant with a demonstrated history of working within the public relations & communications industry across multiple global clients. An emphasis on digital analytics, which includes:

• Search Engine Optimization

• Website Tagging & Analytics

• Digital Customer Journey

• Owned Social Media Channel Assessment

• Influencer ID & Performance Evaluation

• Social/Traditional Media Measurement

• Target Audience Insights

• Development of Media & PR Integrated Strategies

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