Global PR firm Porter Novelli said Israel Mirsky (pictured) has joined as executive vice president, emerging media and technology. He will identify, leverage and develop new communications tools and channels in the digital space. "Digital and social media techniques have demonstrated results at scale across a range of major business objectives, from product awareness to customer service, and emerging media and technology will only continue to create valuable new channels for communicating with consumers," said Porter Novelli's President Anthony Viceroy, to whom Mirsky will report. "Israel brings to Porter Novelli a deep understanding of digital media, and he will be instrumental in helping the agency shape the future of brand-consumer interaction." Prior to joining Porter Novelli, Mirsky served as director of marketing at [x+1], a predictive optimization firm specializing in identifying high value customers and delivering them relevant content ... Separately, Anthony Viceroy, global president and chief financial officer at Porter Novelli, is slated to join the board of directors of the Bob Woodruff Foundation. The organization, founded by ABC News correspondent Bob Woodruff and his wife Lee, a longtime agency colleague, is dedicated to supporting injured service members and their families who return from deployment. In 2009, Porter Novelli donated pro-bono services to ReMIND.org, an initiative of the foundation, to launch the groundbreaking and highly successful Twitter-based fundraising effort Tweet to ReMIND.