Future PR Pros Shadow Porter Novell

Learn What it Takes to Land a PR Job

Authors Channing Lovett and Hilary Underwood

porter_novelli_logo_detailPorter Novelli facilitated a shadow day event hosted by the Georgia PRSA Chapter on Oct. 16 in Atlanta, GA, to educate and inspire future PRSA professionals interested in corporate work.

PRSA Georgia invited PRSSA student organizations from surrounding states to participate in the event.

Western Carolina University students and WCU PRSSA chapter Vice President Hilary Underwood and Treasurer Channing Lovett attended the event.


Porter Novelli’s Atlanta office offers a variety of services to its clients, such as media relations, strategic planning, analytic and data research, along with corporate and sports reputation management.

The position opportunities for Porter Novelli employees range from digital media designer to data analyst to RADAR.

Digital designers create company fact sheets and website codes. They also edit videos and photos.

The analyst’s job is to crunch numbers and turn thousands of data research lines into a few sentences for the client.

Employees who are working in RADAR are specialized in crisis communication involving monitoring mass social media data and putting out corporate fires because a company may not know they are in a crisis until it is so blown up by social media.

“Being in public relations is like being a professional firefighter,” said Eduardo Lopez, Porter Novelli crisis analyst. Lopez went on to say that when companies have a “fire,” PR professionals are there to put it out.

All the job positions involve writing, connecting the dots with digital technology and social media, and publishing articles in niche` magazines and blogs involving their specialized clients.

The executive board at Porter Novelli looks for certain traits and characteristics in hirees applying for internships. They look for people who enjoy learning, are knowledgeable in the PR field, are willing to participate in new projects and involve themselves in professional discussions.

Furthermore, working for a large corporate PR agency requires the professional to put in extra work until the job is done. Therefore, the positions are not just a “nine to five” job.

If a hiree or intern does not have very much past internship experience, Porter Novelli Atlanta focuses on the applicant’s digital portfolio (blog posts, LinkedIn, classwork, etc.).

Porter Novelli recommends putting any writing, editing or scripts created in or outside of class into the rising PR professional’s portfolio. Ideal items are press releases, advertising scripts and any digital media work.

The Atlanta leadership team operates according to the Service Profit Chain philosophy: “investing in people creates engaged, focused employees whose outstanding client service leads to loyal, successful clients,” (Porter Novelli, 2014).

Porter Novelli has been committed to client service and excellence since 1972. Some of their clients they manage currently are Hewlett-Packard, Bayer Cropscience, T-Mobile, General Electric, Atlanta Chamber of Commerce, and the Centers for Disease Control and Prevention.

Porter Novelli has received a number of recent awards: The PRSA Silver Anvil Award of Excellent 2014, Three Bell-Ringer Awards 2014 and Best of Show for Media Relations at Health Care Communication 2014.

For more information concerning this article, contact WCU PRSSA chapter at wcuprssa@gmail.com.

For more information on Porter Novelli, please visit their website at http://www.porternovelli.com/contact/.

To get involved in the Twitter feed from the event, please follow #futurePRpros.



Porter Novelli. (2014). Atlanta.


Porter Novelli. (2014). Atlanta: Office culture. http://www.porternovelli.com/offices/north-america/atlanta/



The PRSSA at Western Carolina University! Tweet us @WCUPRSSA!
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