Letter - ViewPoint - Social issues need effective PR as well

Shine Communications senior publicist Zac Schwarz uses his Viewpoint to urge PROs to get more involved in social and ethical issues.

In this week's podcast - available at www.prweek.com/uk - Schwarz says: 'We help make brands, celebrities and campaigns famous - so why don't young PROs trying to make their name make social issues famous? If we can make a trainer or a T-shirt cool, why can't we make a social issue cool?'

As well as making the effort in the office - whether by printing on double-sided paper, walking to meetings or taking documents to meetings using USB ports - Schwarz believes the entire industry should lead the way on environmental issues.

He supports The Green Thing (www.dothegreenthing. com), a recently launched not-for-profit organisation aimed at encouraging people in marketing, advertising and PR to do their bit for the environment.

Schwarz says: 'If younger PROs embrace this they can make a difference.'

Take a look at Schwarz's Viewpoint on prweek.com/uk.

Zac Schwarz, Senior publicist, Shine Communications recommends

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