WXXI Public Broadcasting

280 State Street. PO Box 30021

Rochester, New York 14603-3021




Kristin Tutino, Publicist: 585/258-0253


For Immediate Release

Rochester, NY (October 1, 2013) – WXXI President Norm Silverstein announced a reorganization and series of promotions today to better position the station to take advantage of opportunities in the digital age.

Elissa Orlando, Vice President for Television, has been promoted to Senior Vice President, Television and News.  In her new role, Orlando adds responsibility for oversight of news on WXXI television, radio and online.  She’ll continue to be in charge of programming and production for WXXI’s three television channels.  Orlando will work closely with WXXI News Director Randy Gorbman to strengthen coverage of key community issues and to make WXXI a “go to” place for in-depth news.

In announcing the promotion, Silverstein said, “WXXI is fortunate to have someone with Elissa’s experience in journalism, production, and on-air hosting.  In her new position, I am confident she will play a key role in moving WXXI to the next level as a public media resource.”

To ensure that WXXI has the resources to add new programs and services, Silverstein announced two additional promotions.  Laura Garrison, Assistant Vice President for Individual Giving, has been named Vice President for Development.  This recognizes Garrison’s oversight of events, auctions, and membership, in addition to major and planned giving.  Kathy Reed, Director of Major and Planned Giving, adds Assistant Vice President to her title. In her role, Reed works closely with station leadership and board members to solicit gifts that help ensure WXXI remains a vital community resource for years to come.

Also promoted, from Assistant Vice President to Vice President for Education, is Marion French. 

“Marion has helped make WXXI a state leader in educational resources for schools and children,” Silverstein said.  “This promotion recognizes the important role Marion has played in building and promoting educational services, on air and online.”

In addition, George Walter has been named Chief Financial Officer.  Silverstein noted that Walter has been instrumental in managing the finances for the station and took a leadership role in the integration of the finances of the Little Theatre Film Society over the past eighteen months.

These individuals will help keep WXXI on the forefront of a digital world that is continually changing and evolving and ensure that WXXI remains the essential, life-long educational public media resource for the Greater Rochester area. The promotions are effective immediately. 


WXXI is the essential, life-long educational media resource for the Greater Rochester area. WXXI puts the community first with programming that stimulates and expands thought, inspires the spirit, opens cultural horizons and promotes understanding of diverse community issues. The formal affiliation between WXXI and the Little Theatre, established in December 2011, enables the two organizations to work more efficiently by pooling resources and strengths in a number of areas including back-office operation and improved fundraising capabilities.  Log on to wxxi.org for more information about our services and programs.