NEW YORK — Polo Ralph Lauren Corp. is strengthening its communications efforts, tapping Julie Berman as senior vice president of corporate communications.

Berman is joining Polo from the Estée Lauder Cos. Inc., where she was senior vice president of global communications. She will oversee Polo’s global corporate communications effort, including Lauren’s philanthropy efforts, such as the Ralph Lauren Center for Cancer Care and Prevention and the Pink Pony Campaign.

This story first appeared in the June 12, 2008 issue of WWD. Subscribe Today.

At the Estée Lauder Cos., Berman managed the corporate public relations team, which was responsible for all global communications programs, including the company’s philanthropy efforts. Berman has been with Estée Lauder, which operates 29 brands, for 15 years, and before that, worked in public affairs in Washington. At Polo, she replaces Wendy Smith, who left in October.

Polo also tapped Tiffin Jernstedt as vice president of public relations for men’s, women’s and children’s collections, including accessories and the upcoming launch of watches with Compagnie Financière Richemont. Jernstedt was most recently public relations director for women’s wear and beauty at Calvin Klein Inc. Prior to that, she was managing director at HL Group, overseeing 15 accounts, including Vera Wang, David Yurman and Marchesa.

At Polo, Jernstedt takes over responsibilities previously held by Maria Prorok, who was the most recent vice president of men’s public relations, and Tenley Black, the company’s vice president of women’s public relations. Prorok left the company some time ago, and Black was named vice president of public relations for Asia and Latin America.

The communications team will report to Berman, who reports to David Lauren, senior vice president of advertising, marketing and communications.

“For a while, we had been without all the tools,” Lauren said. “We had an incredible 40th anniversary with significant press all over the world. This elevates the level of our team and brings in more people, which allows us to expand all the ideas and opportunities we want to explore.”

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