FleishmanHillard Transforms Media Relations Practice

December 7, 2016


Connects Agency’s Global Media Specialist Communities Under New Leadership

ST. LOUIS, November 15, 2016FleishmanHillard (FH) is rolling out a new comprehensive media relations practice that will promote storytelling across all regions and communications channels, working with the creative, content, social & innovation and analytics teams. This practice, which touches all 80+ offices, will be led by Laura Russo, newly appointed global managing director, media relations.

Laura Russo

Laura Russo

“In a market where technology is rapidly driving change, and content and social influence have been leading the industry, earned media is still a core capability demanded by our clients,” said J.J. Carter, FleishmanHillard chief operating officer and president, Americas. “Laura will introduce a new platform to evolve our suite of media relations products and services, and create a stronger, more globally connected newsroom network.”

Under Russo’s purview, FH will bring the power of 21st century, data-driven storytelling to clients through centers of media excellence around the world, connecting its network of influencers, former journalists and earned media practitioners. This community of more than 400 employees, many of whom joined the firm out of news outlets including CNBC, CNN, China Daily, Financial Times and Handelsblatt to name a few, will operate as a global newsroom, identifying trends and putting together packages of content to help clients share their stories. Russo also will lead the integration of a firm-wide standard for executive media training, rollout of a newly developed set of data driven tools for nimble, speed to market execution, and ensure we are leveraging client stories across paid, earned, shared and owned channels. In addition, Russo has worked with the agency’s leaders in APAC, EMEA and the Americas to develop an industry-first Media Certification Program. This program will provide education and training from former journalists and seasoned professionals within the agency to ensure a robust global media engine that is always up-to-date on current trends.

“We deliver great results for our clients every day, but acknowledge the need for training our teams and clients on new approaches to developing the most creative, shareable stories. That includes constantly exploring new ways of balancing editorial vision with our clients’ creative brand mission,” Russo said. “While content and influencers are essential to modern storytelling, earned media is more relevant than ever with top tier media acting as the gatekeepers to drive coverage and give social conversations a lift.”

A champion of network collaboration during her nine-year tenure with FH, Russo has spent the past year working with other elite media strategists to build a powerful New York-based national media relations team. Now, she will blend her entrepreneurship and creativity to mobilize the agency’s credentialed media specialists globally.

About FleishmanHillard

FleishmanHillard specializes in public relations, reputation management, public affairs, brand marketing, digital strategy, social engagement and content strategy.  FleishmanHillard was named PRWeek’s 2014 Global Agency of the Year and 2014 Asia Pacific Network of the Year, “Standout Agency” on Advertising Age’s 2013 A-List; NAFE’s “Top 50 Companies for Executive Women” for 2010-2016; and among PRWeek’s 2013 “Best Places to Work.” The firm’s award-winning work is widely heralded, including at the Cannes International Festival of Creativity. FleishmanHillard is part of Omnicom Public Relations Group, and has more than 85 offices in 30 countries, plus affiliates in 43 countries. Visit us at www.fleishmanhillard.com.

About Omnicom Public Relations Group
Omnicom Public Relations Group is a global collective of three of the top global public relations agencies worldwide and specialist agencies in areas including public affairs, marketing to women, fashion, global health strategy and corporate social responsibility. It encompasses more than 6,000 public relations professionals in more than 330 offices worldwide who provide their expertise to companies, government agencies, NGOs and nonprofits across a wide range of industries. Omnicom Public Relations Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. that includes more than 200 companies in a wide range of marketing disciplines including advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding and research.


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