Utilize the input text as a context reference, choose the right relationship between Porter Novelli and public relations from the options. Options: product/material produced, manufacturer, distributed by, industry, position held, original broadcaster, owned by, founded by, distribution format, headquarters location, stock exchange, currency, parent organization, chief executive officer, director/manager, owner of, operator, member of, employer, chairperson, platform, subsidiary, legal form, publisher, developer, brand, business division, location of formation, creator.

Porter Novelli is the global public relations agency that pioneered social marketing.

Answer: industry