NEW YORK: Sandra Sokoloff has joined Porter Novelli as SVP, director of national media relations. She will report to Michael Ramah, partner, director of strategic planning and research.
Sokoloff has 18 years of communications experience, most recently serving as an EVP at NYC-based Belsito & Co. During her career, she has created and implemented campaigns for such brands as Reynolds Wrap aluminum foil, Heinz, and Coors.
One of her key objectives, she noted, will be to continue Porter's philosophy of strategic media relations as a core part of the PR business.
Sokoloff acknowledged that there are currently challenges to the practice of media relations, including the controversy over disclosure in VNRs and b-roll and using spokespeople to deliver branded messages.
"I am a big believer in looking at media relations strategies and programming that are really born from a news platform," she said. "I think that is a key way of thinking about how to meet some of these challenges that are facing us."