NEW YORK—Burson-Marsteller has launched a new product integrity practice, which will be led by newly-appointed managing director Julie Vallese. Most recently, Vallese led communications for the U.S. Consumer Product Safety Commission, and has also worked as the consumer correspondent at CNN. Vallese will be responsible for expanding B-M’s capabilities in consumer product issues management, while also managing new business development and, the overall growth of the new practice.
The product integrity practice will be part of B-M’s Washington-based issues and crisis group, led by global executive vice president Josh Gottheimer. The new practice will focus on helping clients develop strategies for product-related crisis planning and management, successful stakeholder engagement and regulatory communications. Product Integrity is the fourth specialty practice to be established within the issues and crisis group, alongside issues management, crisis management and corporate responsibility practices.
Prior to joining Burson-Marsteller, Vallese served as the CPSC’s director of information and public affairs. As senior spokesperson, she was the principal media advisor to the Commissioners. She was responsible for strategic leadership, external communications, and issues management and also directed the agency's relations with both the media and the public.
Before joining the CPSC staff, Vallese worked as a journalist at CNN for 15 years, and in her last post she served as the consumer correspondent based in Washington. She specialized in consumer interest news related to the automotive industry, product recalls, child safety and consumer deception.