Greentarget, a leading public relations firm focused on helping professional services firms establish positions of authority, today announced the addition of award-winning journalist Jennifer Smith as Director of Content & Editorial Strategy. Smith, who spent more than a decade as a reporter covering a variety of topics at The Wall Street Journal, will lead Greentarget’s content team, which serves some of the world’s largest professional services organizations.
“Jennifer’s experience at such a prestigious publication will advance our embrace of journalistic principles. Her natural curiosity and creative energy make her a strong cultural fit and will further our mission to create unique positions of authority for our clients,” said Aaron Schoenherr, founding partner of Greentarget. “With content needs evolving so quickly – especially given ever-shorter attention spans and new information-consumption habits stemming from the pandemic – we think Jennifer is the perfect person to lead our content team in the years ahead.”
Smith, who will be based in Greentarget’s New York office, joined the Journal in 2011 and spent three years covering the legal profession, where she broke news on the biggest law firm dissolution in U.S. history. She then spent two years as a culture reporter before moving in 2016 to cover logistics and supply chain – an area that has taken on critical importance amid the ongoing pandemic.
“I got to know Greentarget during my time covering the legal profession at the Journal and was impressed by the organization’s consistent professionalism, diligence and respect for journalistic principles,” Smith said. “While it wasn’t an easy decision to step away from journalism, I’m excited to approach the work from a different direction and join an organization with such a clear focus on creating compelling content that puts audience needs front and center.”
Before joining the Journal, Smith was a reporter at Newsday on Long Island, where she covered environmental issues and other topics. She also served as an adjunct professor at the CUNY Graduate School of Journalism.
“Our content capabilities continue to be in high demand as the written word in particular carries significant weight among the sophisticated audiences our clients are trying to reach and influence,” said John Corey, president and founding partner of Greentarget. “Jen’s arrival is a tremendous step forward for Greentarget as we strive to preserve the principles of journalism in our approach to content while embracing what we know to be the fundamental attributes of compelling points of view – novelty, urgency, relevance and utility.”
Greentarget’s Content & Editorial service line has grown steadily in recent years to become an increasingly important part of the company’s offerings for a client base that largely competes on the basis of expertise and point of view. The team has an array of capabilities, including content strategy development, primary research reporting, op-ed campaigns, bylined articles, podcasts, audio storytelling and digital magazines.
Smith earned her M.S. in Journalism from Columbia University’s Graduate School of Journalism and her B.A. from the University of California, Santa Cruz. She lives in Brooklyn with her husband.
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