Porter Novelli

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Porter Novelli is a public relations firm that is part of Omnicom Group. Its original clients were primarily social causes and nonprofit organizations. Today, the company works in crisis management, health care, technology, corporate affairs, consumer marketing, and more.[1] The company has approximately 100 offices in 60 countries. It has developed a reputation as a leading agency in the exploitation of the social media space to promote their clients, and earned PRWeek's 2009 Innovation of the Year for its use of Flickr, Facebook, Twitter and YouTube to promote fashion designers during Fashion Week. [2] The agency also earned an Honorable Mention for PRWeek's 2012 Innovation of the Year for Porter Novelli Radar, the agency's conversation-tracking hub that provides realtime crisis, issues and reputation management.[3]

History[edit]

Porter Novelli was founded in Washington, D.C. in 1972 by William D. Novelli and Jack Porter, advertising executives who worked together to market the Peace Corps. According to the company's official history, their goal was to help nonprofit organizations and civic causes by using the same creative marketing approaches traditionally used by the commercial sector. The company's first major client was the National Institutes of Health, for whom they created the National High Blood Pressure Education Program,[4] a program that the NIH still maintains.[5]

Porter Novelli's consumer practice area showed the most growth in 2008. Among its clients last year were the Centers for Disease Control and Prevention's National Center on Birth Defects and Developmental Disabilities, Navy Federal Credit Union, FDIC, Johnson & Johnson Corporate Communications, and Blockbuster Video.[6]

Porter Novelli also has an established record in crisis management. The American Meat Institute recognizes it as a firm capable of handling "product recalls, tampering, environmental and natural disasters, regulatory and legislative issues, labor and factory incidents as well attacks [sic] from advocacy groups at the national as well as the local level." [7]

Notable campaigns[edit]

Porter Novelli’s well-known projects include both the old and new USDA Food Pyramid campaigns, the anti-tobacco Truth campaign, and public awareness campaigns regarding climate change and HIV.

Social Media Marketing Inititiave[edit]

In recent years, Porter Novelli has become known for its use of social media as a marketing tool.[8] Its jack + bill "popup agency," created in September 2008 and led by eight younger Porter Novelli employees (average age 26),[9] provided pro bono services to fledgling fashion designers. Using Flickr, Twitter and YouTube, jack + bill promoted the designers' work for New York's September 2008 Fashion Week.[10] This project earned Porter Novelli the 2009 Innovation of the Year award from PRWeek.[11]

References[edit]

  1. ^ "PRWeek profile of Porter Novelli". PRWeek. 
  2. ^ "PRWeek Innovation of the Year 2009". PRWeek. March 4, 2009. 
  3. ^ "PRWeek 2012 Innovation of the Year Winners". PRWeek. 
  4. ^ "NHLBI: National High Blood Pressure Education Program, NHLBI, NIH". Nhlbi.nih.gov. 2012-02-15. Retrieved 2012-11-30. 
  5. ^ [1][dead link]
  6. ^ "Porter Novelli". PRWeek US. 2009-04-27. Retrieved 2012-11-30. 
  7. ^ "American Meat Institute". Meatami.com. Retrieved 2012-11-30. 
  8. ^ Leggio, Jennifer (2009-02-19). "Research report: Is 'social PR' for real? Which agencies get it? | ZDNet". Blogs.zdnet.com. Retrieved 2012-11-30. 
  9. ^ Elliott, Stuart (September 16, 2008). "A Pop-Up Agency Shows Off Emerging Talent". The New York Times. Retrieved May 22, 2010. 
  10. ^ Alexandra Bruell (2008-06-27). "Porter Novelli to open popup fashion agency". PRWeek US. Retrieved 2012-11-30. 
  11. ^ "PR Innovation of the Year 2009". PRWeek US. 2009-03-05. Retrieved 2012-11-30. 

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