Porter Novelli
Encyclopedia
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. The company has approximately 100 offices in 60 countries. It has developed a reputation as a leading agency in the explotation 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.
. 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, a program that the NIH still maintains.
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.
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."
Public relations
Public relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....
firm that is part of Omnicom Group
Omnicom Group
Omnicom Group is a holding company whose agencies provide marketing and communications services in the disciplines of advertising, customer relationship management , strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and...
. 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. The company has approximately 100 offices in 60 countries. It has developed a reputation as a leading agency in the explotation of the social media space to promote their clients, and earned PRWeek's 2009 Innovation of the Year for its use of Flickr
Flickr
Flickr is an image hosting and video hosting website, web services suite, and online community that was created by Ludicorp in 2004 and acquired by Yahoo! in 2005. In addition to being a popular website for users to share and embed personal photographs, the service is widely used by bloggers to...
Facebook
Facebook is a social networking service and website launched in February 2004, operated and privately owned by Facebook, Inc. , Facebook has more than 800 million active users. Users must register before using the site, after which they may create a personal profile, add other users as...
Twitter
Twitter is an online social networking and microblogging service that enables its users to send and read text-based posts of up to 140 characters, informally known as "tweets".Twitter was created in March 2006 by Jack Dorsey and launched that July...
and YouTube
YouTube
YouTube is a video-sharing website, created by three former PayPal employees in February 2005, on which users can upload, view and share videos....
to promote fashion designers during Fashion Week.
History
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 CorpsPeace Corps
The Peace Corps is an American volunteer program run by the United States Government, as well as a government agency of the same name. The mission of the Peace Corps includes three goals: providing technical assistance, helping people outside the United States to understand US culture, and helping...
. 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
National Institutes of Health
The National Institutes of Health are an agency of the United States Department of Health and Human Services and are the primary agency of the United States government responsible for biomedical and health-related research. Its science and engineering counterpart is the National Science Foundation...
, for whom they created the National High Blood Pressure Education Program, a program that the NIH still maintains.
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
Centers for Disease Control and Prevention
The Centers for Disease Control and Prevention are a United States federal agency under the Department of Health and Human Services headquartered in Druid Hills, unincorporated DeKalb County, Georgia, in Greater Atlanta...
's National Center on Birth Defects and Developmental Disabilities, Navy Federal Credit Union
Navy Federal Credit Union
Navy Federal Credit Union is a credit union headquartered in Vienna, Virginia, chartered and regulated under the authority of the National Credit Union Administration of the U.S. federal government. Navy Federal is the largest natural member credit union in the world, both in asset size and in...
, FDIC
Federal Deposit Insurance Corporation
The Federal Deposit Insurance Corporation is a United States government corporation created by the Glass–Steagall Act of 1933. It provides deposit insurance, which guarantees the safety of deposits in member banks, currently up to $250,000 per depositor per bank. , the FDIC insures deposits at...
, Johnson & Johnson
Johnson & Johnson
Johnson & Johnson is an American multinational pharmaceutical, medical devices and consumer packaged goods manufacturer founded in 1886. Its common stock is a component of the Dow Jones Industrial Average and the company is listed among the Fortune 500....
Corporate Communications, and Blockbuster Video.
Porter Novelli also has an established record in crisis management. The American Meat Institute
American Meat Institute
The American Meat Institute is the oldest and largest trade association representing the U.S. meat and poultry industry.-Information:Originally founded in 1906 in Chicago as the American Meat Packers Association, the American Meat Institute is a trade association that provides leadership to...
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."
Notable campaigns
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
In recent years, Porter Novelli has become known for its use of social media as a marketing tool. Its jack + bill "popup agency," created in September 2008 and led by eight younger Porter Novelli employees (average age 26), 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. This project earned Porter Novelli the 2009 Innovation of the Year award from PRWeek.External links
- Profile on SourceWatchSourceWatchSourceWatch is an internet wiki site that is a collaborative project of the liberal Center for Media and Democracy...