Southwest's Berg joins Linhart PR as digital media lead

DENVER: Paula Berg will join Linhart Public Relations as head of the digital media practice, effective January 4.

DENVER: Paula Berg will join Linhart Public Relations as head of the digital media practice, effective January 4. Berg most recently was manager of emerging media for Southwest Airlines, a position she held for four out of 10 years at the airline, during which time she also served in customer service and PR roles.

At Linhart, which currently works with Southwest on local communications in the Denver area, Berg will be tasked with building on the firm's digital and social media capabilities and working with a variety of clients, explained Paul Raab, partner and SVP at the agency.

“Paula is recognized as a digital media pioneer,” he said. “Our intent is to not only be an agency serving clients in Denver and the Rocky Mountain region, but beyond, and having a strong digital capability will be extremely helpful with that.

For Berg, who went to college at the University of Colorado, the move is largely personal.

“I've felt for a while I really belonged in Colorado,” she said. “I think it'll be fun and exciting and my experience over the last four years with social media will give me something to offer.”

She said she initially reached out to friends at the agency regarding a potential opportunity.

Katie Coldwell, director of communications at Southwest, explained that the team plans to assign Berg's duties to candidates from within, and it has not yet decided whether or not it will hire someone new to fill the role.

“We have a strong emerging multimedia team that Paula cast a vision for,” she said. “We will be looking to replace some of her duties and will be pulling from the emerging media team.”

Christi Day, for example, helms the airline's Twitter feed as part of its emerging multimedia team where she also blogs and serves as a spokesperson.

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