Pinnacle Worldwide 

Nine "battle-scarred" public relations practitioners recall highlights of their careers in a new book entitled "How To Make It in PR (PR Veterans Tell Their Stories)." Edited by Pinnacle member Romeo P. Virtusio of Manila, the Philippines, and published by Context Communications International, Inc., this collection of memoirs takes the reader from the period covering the late 1950s and early 1960s (which was when most of them started their careers) up to the present. This period has seen PR practice in the Philippines grow from basic product-support publicity services to corporate and public affairs, marketing communication, corporate social responsibility, issues and crisis management, government and community relations and a far wider field covering health, lifestyle, tourism, information technology. entertainment, environment, international PR and many others.

All nine practitioners recollect their early careers (four were topnotch journalists and editors, one was briefly a wire service correspondent), the major influences in their lives, and reveal some of their "secrets" through career tips, case studies and brief stories of some of their memorable PR campaigns. Each of the writers is introduced through original pieces written for the book by their children, all of them accomplished in their own right.

The writers attribute their success to hard work, strategic planning and communication skills, imaginativeness, commitment to ethics, endurance, people skills and common sense. "We work very long hours," one says. "If you do not enjoy working and interacting with different kinds of people, PR is not for you" another says. One offers this piece of advice - "when you lose clients, be sorry for a moment, then go on and find others. Stick to your principles and maintain your integrity," says another.

All nine writers are current or former members of the Philippine chapter of the International Public Relations Association (IPRA). "How To Make It in PR" carries a Foreword by J.J. Calero, former chairman of J.Walter Thompson Co. Philippines, and the acknowledged elder statesman of Philippine advertising.

To order copies of the book, email Romeo Virtusio at rpv@virtusio.com.