Lori Beecher, a veteran of "Today" and "60 Minutes" has joined Ketchum in New York, taking on the newly created executive VP/media and content strategy position.

Barri Rafferty, CEO Ketchum/North America, called the 30-year TV pro "a master storyteller, known for crafting compelling broadcast and online narratives that have mass appeal."

Beecher, most recently was handling Katie Couric's "Katie" program, has produced luminaries such as Alex Rodriquez; John and Elizabeth Edwards; Supreme Court justices Sandra Day O'Connor and Sonia Sotomayor; "Sully" Sullenberger, and Hillary/Bill Clinton.

She also worked at ABC's "Good Morning America"/"Nightline" and NBC's "Today" and "Dateline NBC."

At Ketchum, Beecher will counsel clients on executive visibility and development of a content-centric strategy.

She reports to Debra Forman, Ketchum Digital director, and Tamara Norman, NY associate director.