• by Joe Mandese  @mp_joemandese, June 10, 2010

PR giant Edelman has named former Obama Administration new media advisor Michael Slaby head of its digital media practice. Slaby, who will serve as executive vice president and global practice chair of the digital practice, most recently was chief technology strategist for VC firm TomorrowVentures.

Before that, he was technology director for the Obama Presidential Transition Team, where he led operational and long-term planning for technology including Web strategy and utilization, data integration opportunities, infrastructure review, and cybersecurity standards and initiatives. Prior to that, he served as chief technology officer for "Obama for America," where he led the technical strategy and execution for multiple Web platforms, data integration, systems and architecture scaling for the general election. He also served as deputy new media director for the campaign, where he was responsible for strategy execution for all Web, online fundraising, online organizing, video, text messaging, social media, and design.

Slaby succeeds Rick Murray, who was recently named president of Edelman Chicago.

Edelman has one of the largest digital media practices of any PR firm in the world, and is recognized as a leader in digital strategy for big corporations, and is known especially for leading the charge on social media.

Edelman Digital has a staff of more than 300 worldwide, about 10% of Edelman's total workforce, and about 11% of its total revenues. Clients include API, AstraZeneca, eBay, Kraft Foods, RIM, Schering-Plough, Wal-Mart and Unilever. The firm claims digital media currently is also a part of nearly every client program worldwide.

As digital chief, Slaby will be responsible for scaling digital best practices, including process, products, tools, technology, and measurement/analytics.