Who are you?
My name is Shelby Sue Novak – Public Relations Coordinator at White River Valley Electric Cooperative, but also a boy mom and aspiring creative in the Cooperative world. I’m a Penn State grad with a degree in Public Relations & Advertising, and I’ve spent over seven years working in and around cooperatives, in both telecommunications and electric, with a little detour in between.
I love turning ideas into impact, whether that’s through social media, customer engagement, campaign strategy, or content creation. Storytelling, teamwork, and a creative twist when it’s appropriate are what drive me, both at work and in life.
How long have you worked with cooperatives?
I’ve worked in the Cooperative space for a little more than seven years, beginning my career at Mark Twain Rural Telephone Cooperative and continuing my journey with for the last 4.5 years at White River Valley Electric Cooperative.
Describe your role.
I work in communications and public relations, helping tell the story of our cooperative and the people behind it. My role includes managing social media, contributing to our statewide magazine, assisting with press releases and events, creating member and internal communications, and capturing photos and videos along the way. At the core of it all, my job is helping make sure our members understand the value of our cooperative in a way that feels clear and relatable.
What do you enjoy about working with cooperatives?
What I enjoy most is the people and the purpose. My role allows me to give back to a community that’s becoming my home, and that means a lot to me. When I first started working at a cooperative, it was simple – I was told it was a good job and an opportunity you don’t turn down. In my small town, everyone knew the cooperative took care of its employees. For the first couple of years, that’s exactly what it was for me: a job.
It wasn’t until I came to WRVEC and went through additional training that I truly understood the impact cooperatives have and how deeply they give back to the communities they serve. Now, I love knowing that the work I do each day is for our membership. Having that sense of purpose keeps me grounded and makes the work meaningful.
When did you join CCA? Why?
We joined CCA in November. Historically, I know our cooperative had been a member at one point, but with a lot of retirements over the years, that connection was lost. When I started at WRVEC, I kept coming across CCA and the opportunities it offered, and it immediately caught my interest.
After sitting down with several CCA members at Connect this past spring, our team really saw the value in being involved and felt it was the right time to rejoin. All four of us are excited to learn, grow, and see the value this organization brings over the next year.
Did anything surprise you about CCA upon joining?
What surprised me most was how welcoming and approachable the organization is. From the start, it didn’t feel intimidating or exclusive. It has felt like a genuine community of people who want to share ideas, collaborate, and help one another grow. The openness and willingness to support each other really stood out to me.
How has CCA supported you in your career?
While I’m still new to CCA, it’s already clear that this organization offers strong support through connection, shared knowledge, and a genuine sense of community. I’m excited to continue learning, growing, and building relationships through CCA as I move forward in my career.
What are your hobbies and interests?
I enjoy hiking and spending quality time with my husband, our toddler, and our dog, Tater Tot. I love baking, and when I get a rare moment to myself (thanks to having a toddler), you’ll usually find me indulging in a long, hot shower or catching up on a little trash TV – sometimes, self-care looks exactly like that.
Do you have a “bucket list”? What are some of the things on that list?
I’ve always dreamed of writing a children’s book. It’s one of those “weird goals” I’ve started on a few times, and I hope to one day find a friend who’s great at illustration to help bring it to life. It’s a fun, creative goal that I keep coming back to whenever I have a little extra time and inspiration.
Give us something about yourself that is surprising or that most people don’t know.
Most people wouldn’t know that I’ve encountered quicksand once. While hiking in Zion with my husband, we quite literally stepped into it. Thankfully, I was a few steps ahead of him and he was able to help pull me out. We abandoned that trail (and hiking for the day) after ending up soaked, sandy, and covered in muddy clothes.
Another surprising fact is that I was considering a major career change in 2021. I had been accepted to continue my education to become a teacher but decided that if I was offered the position at WRVEC, I would take it. If not, I was ready to pivot paths entirely. For the record, it’s probably for the best – my coworkers like to remind me I’d be a terrible teacher.
What advice would you give to professional communicators just starting their careers?
Don’t be afraid to go for it. Imposter syndrome is real, but trusting in your abilities and being willing to take chances will take you farther than you think. For a long time, I was stuck in a small-town mentality – “no one ever leaves” or “you’ll come back.” Taking the leap to move away was the hardest thing I’ve ever done, but it gave me the chance to spread my wings, learn more about myself, and ultimately feel confident enough to take the job at WRVEC.
Over the years, I’ve doubted my skills more times than I can count; and every time, I’ve surprised myself. You don’t have to be an expert starting out; you just have to be willing, ready to learn, and know how to use your creativity to get the job done. The best advice I can give? Don’t be afraid to be your weird, authentic self – that’s when the true magic happens
Email Shelby Here
