Ex-Netscape PR wiz touches down at PlanetOut.com

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 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

communications.



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

start-ups.



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.’



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