Karen PaffDirector, Salix Communications
Karen Paff brings an expert blend of journalism, media relations, social strategy and digital acumen, developed over her years as an integrated communications strategist and Emmy Award-winning television reporter. An accomplished public relations professional, Paff has developed and implemented strategic media relations campaigns for a broad spectrum of companies, including Salix Pharmaceuticals and its portfolio of products, Johnson's® Baby, Sun Pharmaceutical Industries, Dunkin' Donuts, Citizens Bank, Barclays, UBS, Capitol One., Columbia University, New York University and more.
Among her many accomplishments at Salix Pharmaceuticals, Paff has spearheaded the creation of a social media infrastructure on Twitter and LinkedIn that enables the pharmaceutical company to participate in real-time engagement. She also manages traditional and social media campaigns for a multitude of brands and has implemented a thought leadership strategy to take Salix’s executives to the next level on social media. In the growing world of online influencers, Paff has successfully lead influencer engagement strategies to raise awareness of Salix’s extensive portfolio of products, including Relistor® and its blockbuster status product XIFAXAN®. Recently, she spearheaded the development of a new influencer relations policy not only for Salix Pharmaceuticals, but also for its affiliates and the parent company, Bausch Health, to ensure alignment among the various enterprises.
Paff’s expertise also spans online content creation, including website redesign, content development, technical implementation and syndication. This approach has enabled her to increase brand awareness for organizations ranging from online start-ups to Fortune 500 companies.
Prior to becoming a media relations strategist, she accrued top-tier journalism experience working as a reporter at The CBS Evening News, 60 Minutes, and numerous prominent large-market roles at TV stations across the country. Paff successfully chased some of the biggest stories of the past two decades, including two presidential elections, a visit from the Pope and the worst financial crisis since the Great Depression. Paff leveraged social media to promote her stories, allowing her to successfully elevate her platform and increase her fan base.
Paff’s expertise has helped her garner numerous PR and Marketing industry awards throughout her career, in addition to building measurable brand awareness in traditional and social media. Across her storied journalism career, Paff’s work has won her Associated Press awards, Society of Professional Journalism awards and an Emmy Award.
Paff earned her dual Bachelor of Arts degree in Business Communications and Spanish from DeSales University. She resides in New Jersey with her husband and three children.