Leveraging PR for Social Change

WASHINGTON, D.C. -- When PRSA's National Capital Chapter inducted the first 50 luminaries into its Public Relations Hall of Fame Oct. 1, many were lauded for their commitments to public service. But few could say they had made a career of it. PR NEWS spoke with award-winner William Novelli, a pioneer in "social marketing," who, after building the PR firm that bears his name, returned to public service in 1990. He now heads the Campaign for Tobacco-Free Kids.