SAN FRANCISCO: In one of the more high-profile dot-com hiring coups so far this year, gay and lesbian portal PlanetOut.com has poached former Netscape PR guru Rosanne Siino as its first VP of corporate communications.
SAN FRANCISCO: In one of the more high-profile dot-com hiring coups
so far this year, gay and lesbian portal PlanetOut.com has poached
former Netscape PR guru Rosanne Siino as its first VP of corporate
Siino, who headed up corporate communications and PR for Netscape from
its founding in 1994 through its sale to America Online in 1999, has
spent the past year as an independent consultant to various Internet
Siino made it very clear that she was in no hurry to join just any new
venture. ’Netscape was such an amazing experience that my main concern
was finding another company that would really make history the same way
- and also one that I personally care about,’ she explained. Siino is
both a PlanetOut investor and a member of the gay and lesbian
anti-defamation alliance (GLAAD) board.
A seasoned veteran of Silicon Valley PR, Siino spent four years as
product PR manager for Silicon Graphics and two years as PR manager for
Informix prior to her Netscape tenure. In addition to working with
PlanetOut, for whom she has consulted since it was founded in 1995,
Siino has acted as an advisor to Shutterfly and Muse Communications.
Siino’s hire is one of two management additions designed to create an
internal PR team at PlanetOut. Last month, former Minnesota Public Radio
marketing pro Bryce Eberhart joined the company as PR manager, another
new position. The two in-house pros will continue to work closely with
agency of record AlexanderOgilvy, according to Siino.
’With the current size of the company and given where the market is
right now, the timing was perfect to build in-house capabilities for
media training and messaging,’ she said, citing GFN (Gay Financial
Network) and Gay.com as the site’s two primary competitors. ’The past
year was all about branding our new identity. This year, our focus is on
communicating just what PlanetOut is really about in terms of offerings
to our members, advertisers and sponsors.’