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Posts Tagged ‘Steve Greenwood’’s PressLift Product Lead Soraya Darabi Leaves to Join Foodspotting

In what could be a big blow for content sharing company’s push into the PR services market, Soraya Darabi, product lead for its multimedia press release service, PressLift, is leaving the company.

Darabi is joining Foodspotting, a mobile social network that encourages users to post and rate pictures of their meals, as cofounder and head of business development and marketing.

PressLift has seen at least some adoption into the PR market, recently announcing a partnership with Porter Novelli. The company also told PRNewser it was working with other large brands and agencies.

Darabi joined in December 2009 as product lead for PressLift from The New York Times, where she was manager of digital partnerships & social-media marketing. Alley Insider’s Dan Frommer reports that he is “not sure why she left so quickly.”

She was working closely with PressLift creator Steve Greenwood throughout her tenure at, leading us to believe that Greenwood will take the lead with her departure.

We’ve reached out to Darabi and for comment but have not heard back as of the time of this post.

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PressLift Partners With Porter Novelli

First on PRNewser: PressLift, a multi-media press release offering recently launched by file sharing company, has partnered up with Omnicom-owned Porter Novelli.

The PressLift team has been aggressively courting PR agencies since the service’s launch, and hinted at a number of other agency partnerships in the works.

Steve Greenwood, creator of PressLift told PRNewser in a phone interview that agencies “helped us build the service.”

“There is value in providing tighter integration with agencies so they can offer the service more broadly with clients,” he said.

Stephanie Agresta, EVP of Digital Strategy and Social Media at Porter Novelli, called the deal a “real partnership,” not just “sell it and forget it.” Agresta is recommending Presslift to all Porter Novelli clients when appropriate. “We think it’s a very effective and time saving product,” she said.

In addition, PressLift has also partnered with Internet Week New York as the event’s official communication partner.

PRNewser Party Recap and Photos

More than one-hundred PR professionals gathered at The Hill in New York last night for our annual “I Heart PRNewser” party. Thanks to all who made it out, and also a special thanks to our guest speakers Soraya Darabi and Steve Greenwood of

It was excellent to see a great mix of both agency and brand marketers from VPs and Directors to Assistant Account Executives in attendance. Stay tuned for our next event, coming this Spring.

Editor’s note: When viewing the slide show, click on each picture to display captions.

Content Sharing Company Announces PressLift Beta has beta-released their first product for the PR industry, PressLift. The product is an application for PR professionals that enables content sharing, distribution and monitoring, among other features. VP of Applications Steve Greenwood said PressLift is, “the best possible service for [PR pros] to share multi-media information with an intended audience.”

The application’s official release will come on February 2nd, during Social Media Week in New York. PRNewser received a demo of the service, which has been in private beta for more than a month. has already partnered with agency Porter Novelli. PN’s EVP, Global Director, Social Media Stephanie Agresta told PRNewser, “we have been an active supporter in launching the product and are committed to using it for our content and for our clients.”

Steve Rubel, SVP, Director of Insights at Edelman Digital has also demoed the application and told PRNewser, “The biggest differentiator here is the feature set and the team’s track record for innovation. We’re excited about the potential for using it for virtual events.”

Those differentiators include the ability to customize embargo control as well as FTC guidelines within the application, which Agresta called, “huge.” “They’ve also been especially mindful of search engine optimization,” she said.

During the open beta period, each PressLift will cost $299, which is significantly lower than the $500 range at which the company originally told us they were considering pricing the service. will announce the complete pricing model at the official launch in February.

“It is important to realize the cost savings we are providing users who no longer need to involve IT with setting up ftp servers, deal with large attachments, emails frustrations and costs,” said Greenwood. Rubel said the price point is “attractive given the value.” recently hired Soraya Darabi, formerly manager of digital partnerships & social-media marketing at The New York Times, as product lead for PressLift.