Veteran communications executive Shirley Powell has joined The Weather Channel Cos.
Powell, most recently senior vice president of corporate communications at Turner Broadcasting System, Inc., (TBS, Inc.), will serve at TWCC's executive vice president of corporate communications.
In this newly created role, Powell will serve as chief spokesperson and develop and implement internal and external public relations and communications strategies for the multiplatform venture, including The Weather Channel, digital properties weather.com and The Weather Channel Mobile and its business-to-business division Weather Services International (WSI).
Powell, who will be based at TWCC's Atlanta headquarters and report to CEO Michael Kelly, will serve as a member of the senior executive team, providing communications counsel on a broad range of business issues and initiatives.
"Shirley's vast experience and understanding of the media industry will be a tremendous asset to us as we grow TWCC across all platforms," said Kelly in announcing the hire. "As the category leader in weather, reaching consumers via television, web and mobile, the addition of Shirley will be integral for taking our leadership message to all of our key constituencies."
"There are few brands in media with the strength and credibility of The Weather Channel and the understanding of the limitless opportunities that result from reaching users across all platforms," said Powell. "Joining the TWCC team is an incredible opportunity that I am truly excited about, and I share the goal of building on its cross-platform leadership." As senior vice president of corporate communications for Turner Broadcasting System Powell oversaw the strategy, development and implementation of TBS's external messaging and served as its chief spokesperson for networks and businesses such as CNN, TBS, TNT and Cartoon Network. She was also responsible for internal communications, as well as government affairs, corporate contributions and community relations.
Powell's career has also included stints at NBC, and The Walt Disney Co.
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