The check's in the junk mail for head of PR firm.The check's in the junk mail See spam and junk faxes. for head of PR firm Tom Soto has a message for direct marketers who clog Los Angeles Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. landfills with 53,000 tons of junk mail each year: just don't do it. "The average Los Angeles city resident gets 178 pounds of junk mail each year, but 70 pounds of that goes unopened and into our landfills," said Soto, president of P.S. Enterprises, a small Santa Monica Santa Monica (săn`tə mŏn`ĭkə), city (1990 pop. 86,905), Los Angeles co., S Calif., on Santa Monica Bay; inc. 1886. Tourism and retailing are important, and the city has motion-picture, biotechnology, and software industries. public affairs firm that focuses on environmental issues. "We are saying no more junk mail. We just don't need it. There's other ways to get your message across." Under a $1 million contract with the city's Board of Public Works, P.S. Enterprises has teamed with Edelman Public Relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most Worldwide to conduct a public awareness program for Los Angeles' curbside recycling program. For its end, P.S. has developed a "hot-to" recycling handbook, created educational pamphlets and helped organize Mayor Tom Bradley's recent public stand against New York-based Direct Mail Marketing, which rents mailing lists to marketers. Soto, a 28-year-old UCLA UCLA University of California at Los Angeles UCLA University Center for Learning Assistance (Illinois State University) UCLA University of Carrollton, TX and Lower Addison, TX graduate who founded P.S. three years ago, said direct marketers might find a warmer reception in environmentally conscious California if they "helped close the loop," that is, aided in the process of disposing of what they mail. "Almost anything can be recycled, but the question is whether it is recycled. Why don't they, the direct mailers, print 40 percent of the junk mail on recycled paper," added Soto, the former regional director of Campaign California, Assemblyman Tom Hayden's political group. Besides the public works contract, P.S. is working with Edelman on the state's smog-check program and has cut separate pacts to do long-term environmental planning for GTE GTE General Telephone & Electronics GTE Génie Thermique et Énergie (French) GTE Gas Turbine Engine GTE Global Tropospheric Experiment GTE Geothermal Energy GTE Gas Turbine Efficiency plc (Sweden & USA) Corp. and Southern California Gas This article or section needs sources or references that appear in reliable, third-party publications. Alone, primary sources and sources affiliated with the subject of this article are not sufficient for an accurate encyclopedia article. . "The fact that someone like myself could have a business doing this stuff is significant," Soto mused. "Three years age there wasn't a demand for meaty environmental work; it was more cosmetic." When he's not working on P.S.'s six to seven active contracts, Soto heads the Coalition for Clean Air, a 2,000-member Westside environmental group that has emerged as a force in the South Coast Air Quality Management District's attempts to cleanse L.A.'s smoggy skies. PHOTO : Soto: Why do you think they call it |junk' |
|
||||||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion