Porter Novelli
Strategic Planning and Research
3500 Lenox Road Suite 1400
Atlanta,
GA
USA
30326
Email:
Melissa.Taylor@porternovelli.com
Biographical Sketch:
Porter Novelli, 1999 – Present
Executive Vice President, Strategic Planning & Research
-Lead the Atlanta office’s Strategic Planning and Research team, building the practice from scratch in 2004 after helping build the office’s health and social marketing practice and running numerous social marketing accounts.
-Provide research and strategic planning expertise for a number of Porter Novelli’s technology, consumer and government and health clients, including HP, Walmart, Epocrates, the natural gas industry’s Council for Responsible Energy, The Clean Air Campaign and CDC.
-Lead PNPoint Insights and Big It Up sessions for new business and clients across the Porter Novelli network, as well as training and coaching senior account leaders on best practices in using and applying Compass.
-Develop behavior change frameworks and logic models to guide planning and evaluation of social marketing campaigns.
-Moderate focus groups with youth, small business owners, parents, health care professionals and general consumers.
-Work with PN’s national SP&R team to develop and implement new research resources, including EuroPNStyles, a survey of 12,000 consumers in eight European countries to assess major trends in key lifestyle topic areas.
Emory University Rollins School of Public Health, 2000 – Present
Adjunct Professor
-Teach graduate-level Social Marketing class
-Serve on Thesis committees
National Cancer Institute’s (NCI), 1994-1999
Health Communication Specialist
-Provided guidance for cancer education and outreach programs throughout the Institute, working to improve capacity in the areas of nutrition, science awareness, and risk communication by providing planning expertise and developing strategic communication plans.
-Directed the revision of one of the most respected and widely used works in the health communication field, NCI’s Making Health Communication Programs Work (“the Pink Book”), was revised under her supervision.
-Developed, implemented and trained national and regional staff on NCI’s Consumer Health Profiling Project, a geodemographic marketing database used to identify and profile NCI’s target audiences.
-Oversaw the communication research—including focus groups, in-depth interviews, central location intercept interviews, and omnibus surveys—that informed the development and measured the outcome of NCI’s breast and cervical cancer education programs.
University of Maryland, College Park, 1992-1994
Research Assistant
-Conducted an extensive literature search on mass-mediated health campaigns.
Awards
-Professor, Social Marketing at Emory University’s Rollins School of Public Health
-2010 PRWeek’s Best Use of Research and Measurement for CDC’s “A Well-Informed Mom – Educating Moms on the Signs of MRSA” campaign
-2008 PRWeek’s Public Sector Campaign of the Year for CDC’s “Take Charge. Take the Test” HIV testing campaign
-2007 PRSA Silver Anvil Public Health Campaign of the Year for CDC’s “Learn the Signs. Act Early” autism awareness campaign
Publications/Presentations
Castro, N., Eisner, E. Taylor M.K., et al. Communicating with Hispanic cancer patients: A focus group study. National Cancer Institute (OCC): Bethesda, MD. Spring 1996.
Castro, N., Eisner, E., Taylor, M.K. Communicating with Hispanic cancer patients: A focus group study. Presentation made at the 1996 Annual Meeting of the American Public Health Association, November 17-21, New York, 1996.
Crane, L.A., Leakey, T.A., Warnecke, R., Rimer, B., Heller, D., Ruelle, A., Woodworth, M., Taylor, M.K., & Dusenbury, K. Recruiting for a cancer control program using a geodemographic marketing database and the telephone. Presentation made at the American Society for Preventive
Oncology, Bethesda, MD, 1996.
Daniel K.L., Prue C., Taylor M.K., Thomas J., Scales M. (September 2009). “Learn the signs. Act early”: a campaign to help every child reach his or her full potential. Public Health. Suppl 1:e11-6.
Eisner, E., Taylor, M.K., & Miscally, M. Results from second quarterly omnibus survey on mammography. National Cancer Institute (OCC): Bethesda, MD. December 1997.
Eisner, E., Taylor, M. & Miscally, M. General and family practitioners’ attitudes and perceptions toward cervical cancer screening: Findings from in-depth interviews. National Cancer Institute (OCC): Bethesda, MD. December
1997.
Freimuth, V.S. & Taylor, M.K. Are mass mediated health campaigns effective? A review of the empirical evidence. Presentation made at the Speech Communication Association Conference, New Orleans, 1994.
Kirby, S., Taylor, M.K., Freimuth, V.S., Parvanta, C. F. (June 2001). Identity building and branding at CDC: A case study. Social Marketing Quarterly, Vol 7 (2), pp. 16-35.
Lee, N., Spoeth, S., Kinetra, S., McElroy, L., Fraze, J., Robinson, A., Taylor, M.K. (September 2006) Encouraging African-American Women to “Take Charge. Take the Test”: The Audience Segmentation Process for CDC'S HIV Testing Social Marketing Campaign. Social Marketing Quarterly, Vol. 12 (3), pp.16 - 28
Neslund, V., Lisco J.D., Dietz, S.E., Cahill, K., McKinnon, T.L., Moore, J.R., Rohde, J.N., Tarkington, A., Taylor, M.K. CDC's Futures Initiative: CDC's employees, public health customers, partners, and channels. Presentation at the American Public Health Association conference, Washington DC, 2004.
Prue, C., Daniel, K.L., Thomas, J., Taylor, M.K., Scales, M.B. CDC's “Learn the Signs. Act Early” campaign: Applying health communication theory to move parents from fear to action. Presentation at American Public Health Association conference, San Diego CA, 2008.
Schulman, E., Taylor, M.K., Chawla, P., & Eisner, E. Older women and cervical cancer: Their knowledge, attitudes, and behaviors: Analysis of 1997 Healthstyles recontact survey. National Cancer Institute (OCC): Bethesda, MD. June 1997.
Taylor, M. K. (May 1995). Medicare coverage of mammograms focus of Mother’s day campaign. Journal of the National Cancer Institute, vol. 87, p. 719.
Taylor, M.K. Theory: It’s not a dirty word! Presentation at CDC’s National Center on Health Communication, Media and Marketing, Atlanta GA, 2008.
Taylor, M.K. The impact of Reality: College women’s perceptions of the female condom. Presentation made at the Eastern Communication Association Conference, Washington, D.C., 1994.
Taylor, M.K. The diffusion of the female condom: Factors that may influence women’s decisions to try the female condom. Presentation made at the Annual Meeting of the American Public Health Association, New York, 1996.
Taylor, M.K., Alexander, M., Galatas, K. Social marketing for maternal and child health: Identifying and understanding your target audience. Presentation made at the Association of Maternal and Child Health Programs, Washington DC, 2010.
Taylor, M.K., Dusenbury, K., Eisner, E. Consumer health profiling: Using a geodemographic marketing database in community cancer prevention programs. Presentation made at the Annual Meeting of the American Public Health Association, New York, 1996.
Taylor, M.K., Eisner, E., Goodman, N. & Lubenow, A. (September 1999). “From marketing to health: The challenge of applying marketing tools to regional public health programs.” Social Marketing Quarterly, vol. V (no. 3), pp. 60-63.
Taylor, M.K. & Meyers, N.A. A content analysis of print media coverage of the female condom: Benefits, barriers, and attributes of an innovation. Presentation made at the Speech Communication Association, New Orleans, 1994.