Inside this issue

PR Charm

Up close &
personal with
Jana Lim
VOLUME 1, ISSUE 1 MARCH 15, 2011
Under the fisheye

PR Crafts

Exclusive photos
PR charm
Born on August 16, 1989 in Pasay City, Philippines.
Single, Filipino citizen, Roman Catholic.
Dependable, Excellent communication skills, can adapt
to the needs of a situation with proficiency and respon-
siveness. Fluent in speaking in English. Responsible, out
going, determined, friendly, approachable, trustworthy,
hardworking and competitive. High intra and inter-
personal skills and excellent customer service oriented.

Education

ST.SCHOLASTICA’S COLLEGE MANILA

Bachelors of Arts Degree, Major in Mass Communication
Minor in Broadcast Journalism, March 2010

SOUTH CREST SCHOOL

High School Diploma, March 2006

PRincess of her own dream

Corporate Communications Specialist and visibility of corporate write-ups and releases.

JLC MILLER CO. & INC.  Drives ongoing content creation and updates for the
company website to meet corporate requirements and im-
September 2010 to January 2011
plements recommendations and improvements.
 Handles full implementation of PR and Advocacy pro-
 Implements events and activities initiated by the differ-
grams geared towards promoting the work and ideas of
ent brand/service managers that would help promote the
the organization and its business units, consistent with
organization and the products/ services it carries.
corporate goals and priority areas.
 Coordinates with the marketing units on their commu-
 Assists in the development and distribution of press
nication requirements and ensures the completeness of data
articles and other publicity materials. Ensures publicity
relevant to project development.

Continued on page 2
 PAGE 2

PRincess...
 Responsible for developing links with the press
and other key influencers. Liaises with the press and
handles media inquiries. Develops and maintains a
network of media contacts.
 Manages workflow and financial allocations of
image-building projects and media events.
 Organizes relationship-building meetings with
journalists and key influencers. Builds on and im-
proves a network of media contacts, ensures a pro-

Staying pretty at active system of providing regular information on corporate & brand developments as
work well as other stories of interest involving the organization.
 Analyzes emerging issues and media/publicity coverage reports, focusing on their
FABULOUS TO BE
impact on corporate image.
YOU EVENT
Host/ Finance  Performs other duties as may be assigned by the President, Office of the President
Committee head and Non Core Business.
Empire Super Club,
Ortigas Home Depot
Complex Corporate Communications Officer
Magsaysay Group of Companies
INTERN, ON-THE- April to September 2010
JOB TRAINING,
ABS-CBN  Part of the creative team for planning, organizing, and implementing all activities
BROADCASTING related to conceptualization, development and implementation of both internal and
external communication programs of the Magsaysay Group of Companies.
NETWORK
(Matanglawin and  Makes sure that al targets and goals are met of the Corporate Communications
Wonder Moms) Department.
Worked as a  Conceptualizes and makes marketing collaterals ensuring the brand of Magsaysay,
Production Assistant,
which is present across the Philippines and in Indonesia, Thailand, China, Eastern Eu-
researcher, talent and
writer. rope, Central America and North America.
 Helps in corporate branding of 32 companies and 38 brands of the Magsaysay
STUDENT DJ,
Group.
MONSTER RADIO
RX 93.1  Photographs, documents and helps in organizing company events including movie
Worked as a part- sponsorships, company launches, inaugurations, conferences, sports events, anniver-
time Disc Jockey who saries, and the annual Christmas party among others.
broadcast live in the
radio to give out
 Writes articles for JUMP, Magsaysay’s company newsletter.

advertisements and  Maximized the company’s investment in SAP by being a project member of one of
traffic updates like the first community websites in the Philippines that was developed using SAP Net
the usual DJ does.
Weaver Portal.

ONE PR
 VOLUME 1, ISSUE 1 PAGE 3

Up close and By: Carol Joy Garamay

personal
Why did you choose PR as your job? highly researched and let it be approved by your manager

First kasi, we don’t have good money on broadcast journalism...
When I was Looking for a job, most of the jobs are in line with PR
and Corporate communications – this job kasi it’s money wise, you
get to expose with different people, part of my job are writing press
release, I do PR their products PR, writing news letters, meeting
socialites, especially sa akin I work for a shipping industry way back.
In line pa rin with my course kasi in roadcast Journalism we do
things in general, talking, knowing people is our specialty.
What are the common mistakes undertaken when
doing a PR plan or campaign?
First time to write. I DON’T know the product, I was surprise on the
current status of the products I am ask to do a PR, so I studied the
products. Sometimes I miss, sometimes there are insufficient facts .
How do you deal with problems or conflicts you
encountered durng the PR work?

It is High paying , I earn five figure, and its good kasi I am a people- None much, it depends upon the company, like last time ,late yung
person and events-oriented person. information released by derm clinic. I have my target date when to
release and write PR kasi.

How does a PR man work? The workflows? How Most challenging part of beng a PR man?
does a PR man develop a PR plan? What are the We are always out, on the field, talking to different people, espe-
considerations needed? cially in building our product our image to the eyes of the editors,
media , the publishers etc
Workflow- office hour 7:30-5:30, Thursday media round, press kits,
discussed, sell it to them, working on press release, it is like mar- How do you evaluate the effectiveness of your
keting. Business strategic planning, before the year ends and start, PR?
we plan a PR and sell our products in our market. What product?
When editors approved it, when PR campaign was perceived
What angle? When to release?
positively. And of course when our products are sold.
My pr affects the marketing, so building more connections with the
media, media is a great help in PR. Kasi hear our focus
is sell out the products, to pr it, and get if for free.

Are there certain strategies or

techniques to develop an efficient and
effective PR plan?
You make sipsip with the editors/media people,
write a PR that communicates in a very understand-
able manner, it should be within the target market,
plus the product, you should add “bola”. Consider

“Good in
pambobola”
Caption describing picture or graphic.

ONE PR
 PAGE 4

Up close...
What is your most memorable PR work? PR campign?
In my work kasi Im always out, so encountered much pollution, so yung eyes ko para siyang may “Pacute lang,
sore eyes. I did work for the whole day na ganun yung eyes ko. ...then sa Total fitness magazine,
parang amazing race yung event, pero good accommodation naman on House marinas in Subic,
galingan ang
nakapag-yachting kami , tree top adventures, all those accommodation are for free, since I do PR pagpapacute ,
for them.
para bumenta
What is PR for you? And what is PR otherwise
ka.”
PR is a marketing advertising everyday life,… if you’re not good talking or communicating to your
product that’s not PR. You have to PR as if you know the people and communicated on them for
long years, you have to have confidence, most of the time you are exposed, and you must know
handling people.

What is the importance of PR in different industries? Especially in the

media
Strong connections plus budget... strong business within media and the company. Here kasi we
have to get everything for free, so we have to make “lambing” consistently.

In your POV, what are the trends in PR nowadays? The in and out?
In my case I do give aways aside from products, I give gift certificates, the more lucrative and
elegant the gift the great favor in turn from your editors. However, merong editors na di nada-
daan sa gift, but gifts are factors, we get everything for free, makilala yung prodcuts
at ,mapublish, makilala, masell out in a good way na di ka gagamit ng pera. Use your charms.
This photo was taken during the
Di ka pwedeng magfollow up, just wait. Kapag pinagbigyan, thank you. Kapag hindi, wala sa 111th anniversary of the Manila
susunod na lang. I do daily rounds, press kits , products, gc’s to them. Padalhan hanggang puma- Bulletin.
yag sila, in time pagbibigyan ka naman nila.

What is the thin line that separate PR from media?

Media and PR are always together . Hinding hindi pwedeng

paghiwalayin ang PR at media . media ang channel, ang thin line
siguro is that PR is people and media ay tv,radio, print. PR process,
media , media is th channel.

What are the ethics in PR work that have to be

observed?
PR, wala masyadong ethics, just avoid envelopmental. Build friend and
give them something, Don’t negotiate, it still depends on the people.

ONE PR
 VOLUME 1, ISSUE 1 PAGE 5

In your POV. What can you say in the idea that most or some of the people
perceived PR as negative or bad profession? How wiil you defend your professon
“Confidence
from such perception? +
We need not to be bias, sa media world all-out talaga, walang pinalalabas, PR is another factor of media good
industry, positive or negative still its out of control. PR is another way of marketing strategy. This is how we communication
do business in marketing. +
connections
What are the qualifications needed to be a PR? +
You need to have an eye on writing for press release, give your heart on writing. Have that good communi- charm”
cations, be friendly, be good in interpersonal skills, dapat Ma-PR ika nga.

Is there any formula for being a successful PR man?

Confidence + good communication + connections + charm

Any advice or message for the future PR practitioners.

Be sure and certain of what you really want. Your interest, your field. If you want to be in broadcast journal-
ism, start and go for it. If journalism, writers, pursue on it. It’s always important na alam mo at gusto mo
yung ginagawa mo. Like me, I like people, I like events, I like communicating. Plus, arm yourself with skills,
charm and good communication.

So if pambobola and charm ang PR, matatawag mo ba itong lying and ka-plastikan?
Pr still relies on facts, but in terms of pambobola, yes it is. Kasi like me, way back yung client ko nga ang tagal-
tagal ipublish yung product, nakailang balik na ako dun at bigay ng gifts, Ayun, hi , hello, kaunting conversation,
sa isip ko sabi ko, ang tagal ko na nga bumabalik dito, kailan mo kaya iadvertise tong product namin.

How about PR in politics?

It’s a bullsh_t , sad to say. Pero mas malaki talaga bayad kapag politician, kasi ibubuild mo yung image nung
tao, kahit ang pangit ng background, kailangan mong ipromote pa rin yung tao. Ako pa naman I used to be a
student leader and advocate of good governance. Kaya ayun, contradict talaga ako sa mga ganun. Pero yun ang
Pr. Its business.

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PAGE 6

ONE PR
PAGE 8
 39 years of Professional Dermatology

For almost four decades, only one name stood out as the oldest beacon in Philippine dermatology – DERMCLINIC.
From its humble beginnings in 1971 as a small clinic founded by Dr. Vinson B. Pineda in Manila, Dermclinic today has
expanded into a chain of 21 branches all over the country to continuously deliver safe and effective skin care to the Filipi-
no people.
Dr. Pineda believes that skin and hair care are as much as healthcare, which fueled his aspiration to bring profession-
al dermatology closer to the people by establishing Dermclinic in major shopping centers.In 1992, the first mall-based
skin clinic was opened at SM Sta. Mesa, which was succeeded by 18 more branches in different malls all over the country.
Another high point was Dermclinic’s first provincial expansion at SM City Cebu in 1994, followed by SM Bacoor (1998),
SM City Pampanga (2000), SM City Dasmariñas (2004), SM City Batangas (2005) and SM City Marilao (2007). The world’s
fourth largest shopping mall, SM Mall of Asia, also became home to Dermclinic in 2006.
Likewise, Dermclinic has shown no letup when it comes to innovation. In 1999, Nuderm Supreme package, an in-
house and complete skin care line for skin rejuvenation, was unveiled. Dermclinic was likewise the first dermatological
chain to offer the revolutionary Dermal Roller (skin needling) in 2008 and Stem Cell Therapy in 2009.
Through the years, Dermclinic never wavered in its thrust to be the most trusted dermatological company in the
country as it surmounted the most daunting challenges in the cutthroat industry.
A case in point was when four branches folded up in 2009 as part of the company’s strategic move to streamline its
operation and amid the economic downturn that swept countries after countries that time. This educated venture, alt-
hough fraught with risks, eventually paid off and the company experienced improved sales and profits that expansions
plan for 2011 is in the offing.
Truly, all growth is a leap in the dark and what a victorious jump that was.
Now, as the institution marks its 39th year in the medical aesthetic industry, Dermclinic takes pride in housing skilled
and reliable dermatologists and staff, who are committed in providing customer satisfaction through excellent services
and products to achieve the finest results possible.
Aside from spearheading the birth of corporate practice in clinical dermatology with the incorporation of Dermclinic
in 1976, Dr. Pineda is likewise known for his groundbreaking works on Minoxidil, a world-recognized hair restorer and
Tretinoin, a clinically proven solution to wrinkles and acne.
That is not to mention other breakthrough products Dr. Pineda introduced in the market which include Gluta White
& Firm, Gluta Advance, Regroe, Pregroe, Derm A, Dermplus Sunblock, NuDerm Supreme, Skintel Anti-Age White, to name
a few.
Now, as Dermclinic welcomes another fruitful year, it is set to offer more innovations and technologies to continu-
ously serve multitudes of Filipinos.
Let us look back at the brand’s vibrant history as it celebrates its 39 th anniversary on November 20, 2010. Visit any
Dermclinic branch as exciting treats and surprises await you!
And we move onwards as we prepare for our 40th anniversary celebration this 2011, more surprises, by demand,
more branches are soon to open, new and more services await each and everyone of us!

PAGE 9
 Cheers to the Season of giving!

JLC Miller & Co., Inc. the distribution arm of Derm Pharma, Inc., that expertly provides the marketing, sales, and pro-
motions of cosmeceutical products through retail trade took part in the initiative to give back to the community in the
spirit of the season of giving as they held their Corporate Social Responsibility program last November 25, 2010 at
Kanlungan ni Maria (Home for the Aged) Nayong Silang, Antipolo City.

In line with its corporate values, Love, Integrity & Honesty, Competency and Teamwork collaborated all together to
follow the company’s commitment to its community and the people’s involvement to their fellow Filipinos. In pursuit
to this mandate, JLC Miller implements this program to secure the company’s values are firmly held especially in this
season of sharing and giving back.

This year, the company chose the Kanlungan ni Maria for it support the institutions mission in securing love and extend
the feeling of belongingness to those abandoned sick, elderly and handicapped so that they can live in peace and har-
mony and experience the love of Christ through the service of Charity given to them.

We believe that a day spent with them is a way of reaching out and brightening up their day. That through the games,
gifts, and sharing a snack with them, that many years of being alone will give them that happy feeling that they still
have a family in our persona.

“Happiness is by-product of giving to others, we give out love, the more we will be blessed and loved back”, JLC Miller’s
Marketing Head Ms. Karen Dalagan recognizing the very essence of sharing with the people they most ascribe their
success to.

We give back; we jollify people, a season where we are thankful to the people behind our success. A Merry Christmas
we say!

PAGE 10
Third Year Broadcast Communication Student

University of the East, Manila

Third Year Broadcast Communication Student

University of the East, Manila

Third Year Journalism Student

University of the East, Manila

PAGE 11