William Smook is a senior consultant at Meropa Communications (www.meropa.co.za) in Cape Town. He's worked as a journalist, internationally syndicated health writer and editor. He moved into public relations in 2005, has worked on sustainability and social development campaigns, and doesn't surf nearly enough. Contact William on tel +27 (0)21 683-6464, email az.oc.aporem@smailliw, Skype william.smook and follow @williamsinct on Twitter.