Holmes Report 02 Nov 2016 // 4:24AM GMT
CHICAGO — Dana Brooks Reinglass, a former producer for Oprah Winfrey, has joined United Airlines in the newly-created role of chief storyteller reporting into the airline's communications chief Jim Olson.
For the past two decades, Reinglass has produced and managed several hundred hours of programs for Oprah Winfrey and Harpo Studios, most recently as executive producer.
“We want the world to know about United’s turnaround and to change the conversation from what’s wrong to what’s next," Olson said. "The most compelling and intriguing way to give employees and customers a window seat to the improvements being made across the airline is through the power of storytelling."
While Reinglass will report to Olson, she will have dotted line for integration purposes into Mark Krolick, United Airline's VP of marketing and product development.
"Stories are the currency of our time – they move us and they are what we share in this social world," Olson added. "Dana is a master storyteller and we are excited beyond words to have a journalist and producer of her caliber on our team."
Reinglass was the executive producer on the Emmy Award-winning series “Oprah’s Lifeclass" — a television and social experience on OWN with Winfrey as a teacher in one of the world’s biggest classrooms. Using social media — Facebook, Instagram, Twitter and Skype — Winfrey engaged with “Lifeclassers” from over 200 countries around the world.
“United Airlines is an iconic American brand connecting people around the globe," she said. "And creating connections through the power of storytelling has been my business for 20 years...As Chief Storyteller, I am thrilled by the opportunity to build on my experience engaging a global audience and helping shape a company with a shared purpose at its center.”
Reinglass parted ways with Harpo in December 2015.