Influential PR executive set for lecture, multi-day campus visit

January 05, 2015

A veteran communications entrepreneur, CEO and Penn State alumnus who was named one of the 10 most influential public relations executives of the 20th century by PR Week magazine will be on campus in late January to present a free public lecture, visit classes and meet with faculty members and selected students.

Laurence Moskowitz will be the featured guest for a multi-day visit coordinated by the College of Communications.

A free public lecture will highlight his visit. Moskowitz will present “The Future is Back to the Past: How Technology Has Disrupted Media -- But Not Necessarily the Message” at 7:30 p.m. Monday, Jan. 26, in Carnegie Cinema on the University Park campus of Penn State. That event will co-hosted by the Department of Advertising/Public Relations, the AdClub and the Public Relations Student Society of America.

During his lecture, Moskowitz will focus on how communications has remained constant through the years.

“Tweets and blog posts are not really new forms of communicating; smoke signals and drums accomplished the same tasks hundreds of years ago,” said Moskowitz, who has extensive experience in crisis communications, management of lobbying efforts and shaping public opinion. “From the earliest use of hieroglyphics to the creation of the printing press and from the telegraph to Twitter, technology has not changed communications itself, it’s only increased its speed and reach.

“The emergence of social media and a multi-screen, endlessly diverse array of media can perhaps be viewed as a return to the past, when individual voices of the community had equal access to soapboxes and when information primarily spread form backyard to backyard.”

Moskowitz founded Lumentus, a marketing communication firm, in 2009. Since then, it has become a multi-million dollar company that helps clients manage their brands, protect their online and social media reputations, launch new products and communicate with target markets.

Prior to Lumentus, Moskowitz helped found multiple communications companies. He started Medialink, the world’s largest provider of broadcast public relations services, and worked there for more than 20 years for the company that assisted with crisis planning and designed communications strategy for numerous Fortune 500 companies, including American Airlines, ExxonMobile and General Motors.

Under Moskowitz’s leadership, Medialink became listed on the NASDAQ stock exchange and expanded from its New York headquarters to offices throughout the United States and an international headquarters in London. Throughout his career, Moskowitz has used emerging technologies to provide his clients with more powerful and effective means of reaching their customers and audience.

During his time at Medialink, Moskowitz founded Teletrax in collaboration with Philips Electronics. Teletrax was the first company to use digital watermarking to track airing of video content by broadcast networks and stations on a global basis. Clients of Teletrax included major news networks in the United States such as ABC, CBS, FOX and NBC as well as inter-governmental organizations such as the European Commission and the United Nations.

Moskowitz graduated from Penn State with a bachelor’s degree in journalism in 1973. He began his career the day after he graduated from the University, working as a reporter and editor for United Press International based in Pittsburgh. He was promoted to editor in Philadelphia and his entrepreneurial spirit drove him to found, at the age of 25, Mediawire, a press release newswire service. He later sold that to forerunner PR Newswire, where he became vice president.

Moskowitz was honored with the Ernst & Young Entrepreneur of the Year Award for communications in 1999 and was named one of the 10 most influential public relations executives of the 20th century by PR Week magazine. He has also been profiled in numerous media outlets, including The New York Times and the Financial Times of London. He has lectured at New York University, the BBC in London and at various professional groups globally.

  • Laurence Moskowitz

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    IMAGE: Penn State
Last Updated September 15, 2015