Showtime PR Vet Richard Licata Reunites with NBC's Greenblatt

Richard Licata Headshot - P 2011
Frederick M. Brown/Getty Images

WEST HOLLYWOOD, CA - MAY 11:  (L to R) Bob Greenblatt, president of Showtime and executive vice president of public relations Richard Licata attend the premiere screening of "The Lion In Winter" at the Pacific Design Center on May 11, 2004 in West Hollywood, California.  The original picture premieres on the Showtime Network on May 23, 2004. 

Licata will oversee publicity for NBC and its studio, marking his third stint with Greenblatt.

After months of rumors, Showtime's PR vet Richard Licata announced Tuesday that he'd be joining former boss Bob Greenblatt at NBC. 

Licata has been granted a newly created title as EVP of communications for NBC Entertainment. In his new role he'll oversee program publicity, talent relations, photography, events and, arguably his speciality, awards campaigns for both the network and studio. He'll work closely with veteran Rebecca Marks.

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The news comes just a week and a half after Greenblatt, NBC's new entertainment chairman, added long-time friend Jennifer Salke to his creative team as president of entertainment. Sources suggest there will be more additions made as Greenblatt continues to settle in.

This will mark Licata's third stint with Greenblatt, having served as svp of publicity at Fox and then as PR chief at Showtime. Licata, who began his career reporting on the industry for the New York Daily News, got his start in publicity at HBO. 

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“I don’t believe we could have orchestrated the dramatic turnaround at Showtime without him, and I know he has the skills, the showmanship, and the passion to oversee the kind of strong and multi-faceted press and public relations campaigns needed at NBC and UMS at this moment in time,” said Greenblatt.