Alumnus Scott Sutton named one of "15 to Watch" by PR News

Alumnus Scott Sutton named one of "15 to Watch" by PR News 

Not everyone gets a chance to use their professional skills to save lives, but UNC Hussman School of Journalism and Media graduate Scott Sutton is using his PR skills trying to save the lives of his former neighbors in the Darfur region of Africa.

Sutton, who is a communications specialist for Progress Energy Carolinas in addition to his work as an anti-genocide activist, was recently recognized one of PR News’ “15 to Watch.”

“The essence of public relations is doing good and telling others about it,” Sutton said. “I chose a career that’s allowing me to save lives by telling stories.”

Sutton graduated from the school in 2005 with a bachelor’s degree focusing on public relations. He was hired by Progress Energy as an assistant communications specialist soon after graduation and now works as the the primary internal communications specialist for the Harris Nuclear Plant. He credits Progress Energy with giving him the opportunity to develop the professional skills that enable him to become a more effective advocate for the global anti-genocide movement.

PR News’ annual “15 to Watch” program annually honors the most outstanding PR professionals age 30 or younger. Those named in the 15 are making an impact in the field early in their careers. At age 24, Sutton was one of the youngest to be selected for the award.

“The PR industry has undergone so many changes and overcome so many
challenges in recent years, and the need for talented, innovative people has
never been greater,” said Courtney Barnes, the editor of PR News, a weekly trade publication that serves professionals in public relations and marketing. “Sutton embodies all the characteristics that industry leaders need to grow the communications profession."

Sutton got his start at Progress Energy from an internship that developed out of a class project. He worked his way up from an intern when he was a student to a full-time position after he graduated. Now, he serves as Progress Energy’s primary internal communications consultant for the Harris Nuclear Plant in New Hill, N.C., outside of Cary.

“The great irony of my life is that I work for a nuclear power plant and grew up without electricity,” he said.

Sutton’s family moved to Africa when he was six years old. His parents—both UNC graduates—served as missionaries in eastern Chad.  The family lived next to Sudan’s Darfur region for about 11 years, and they were the only Americans in the area the decade that preceded the current genocide. The family lived simply without electricity or running water, like the rest of their neighbors in the village. Some of the only exceptions were a family car and a boarding school Sutton attended during his high school years.

Sutton knew he had to help in the global anti-genocide movement when he saw his childhood village featured on a CNN segment about violence in Darfur. He began working as an activist and is now an official spokesman for the national organizations Save Darfur Coalition and Sudan Divestment Taskforce. He was featured on CNN, regularly gives presentations and has been a panel speaker at numerous conferences. He also addresses the issue through his blog, www.dyinginthedust.blogspot.com. He says that people need to hear stories about life in the area to give them hope for the future.

“I know life before the genocide,” he said. “It gives hope for what life could be again.”

Two of Sutton’s former professors, Elizabeth Dougall and Dulcie Straughan, along with associate professor Lois Boynton, nominated him for the PR News honor. They wrote in their nominating letter that Sutton is “tireless in his efforts to tell the stories of his friends who have died in the African crisis and to raise awareness through traditional media channels and non-traditional methods.”

“He is equally effective in promoting dialogue among groups about the contentious issue of nuclear power,” they wrote. “Such skills in someone in the early stages of his career are quite impressive, and point toward his leadership potential for many years to come.”

(Read a Cary News feature about Sutton.)

By Julia Crouse
Roy H. Park Fellow
UNC Hussman School of Journalism and Media