Gainesville, Fla. – The Institute for Public Relations (IPR) Board of Trustees has elected Sam Stark, executive vice president of 160over90, as the new Director for the IPR Digital Media Research Center (DMRC). As Director, Stark will help guide the mission, research, and strategy of the DMRC based on critically important long-term areas of interest determined by Trustees.

“We are thrilled to elect Sam Stark as the new Director for the IPR Digital Media Research Center,” said IPR President and CEO Tina McCorkindale, Ph.D., APR. “We look forward to seeing how she will help build upon an already strong foundation of research and thought leadership to make the distinguished IPR DMRC even better.” 

Sam Stark, Executive Vice President, 160over90 – IPR Digital Media Research Center

As part of 160over90’s Senior Leadership Team, Sam Stark leads the Public Relations, Social Media, and Creator Marketing teams while also overseeing the Entertainment Marketing and Experiential businesses. She is responsible for leadership of over 400 specialists and the agency’s corporate communications function globally.

Throughout her 25-year career, she’s specialized in leading integrated communication campaigns that earn attention for iconic brands such as IBM, Hilton, Coca-Cola, Ford, and others. The skills she’s developed in strategy, creativity, and earned and social engagement allow her to tell her clients’ stories across multiple channels, from social networks and events to top-tier broadcast.

In 2021, Sam was named one of Ragan’s Top Women in Communications in the Leader Category. She has also been fortunate to win numerous awards on behalf of her clients: PRSA Silver and Bronze Anvils, PRSA National Chapter Thoth Awards, a Gold Sabre from The Holmes Group, and a Golden Bell Public Relations Award from the Hospitality, Sales and Marketing International Association List, among others.

160over90 is a global full-service cultural marketing agency that sits inside the Endeavor network, which includes entertainment and sports agency WME and sports, fashion, and events leader IMG. 160over90 works with iconic brands such as AB InBev, Audi, DICK’s Sporting Goods, HSBC, Marriott International, USAA, and Visa. Sam is an active board member of three internal Endeavor groups – the Women of Endeavor, We the Change, and the Endeavor DEI Working Group – all of whom are championing gender and racial equity and inclusion across the organization.

Sam joined 160over90 from Ketchum, where she held leadership positions within the Travel & Tourism and Technology practices. Before that, she worked at Burson-Marsteller, Rubenstein, and Hunter PR. Sam lives in Williamsburg NYC, and got into public relations back in the late 1990s to learn how to promote her band.

About the IPR Digital Media Research Center
The IPR Digital Media Research Center (DMRC) is a comprehensive resource for research and best practices in digital and social media. In addition to conducting signature research, the DMRC has a continuously growing database of overviews for published academic and professional research that provide insight into how digital media are impacting public relations.

About the Institute for Public Relations
Founded in 1956, the Institute for Public Relations is an independent, nonprofit foundation dedicated to the science beneath the art of public relations™. IPR creates, curates, and promotes research and initiatives that empower professionals with actionable insights and intelligence they can put to immediate use.  IPR predicts and analyzes global factors transforming the profession, and amplifies and engages the professional globally through thought leadership and programming. All research is available free at and provides the basis for IPR’s professional conferences and events.


Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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