GOOD PR (public relations) is key.

Key to goodwill, to understanding, to cooperation and to acceptance.

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Good PR works even at bad moves. This means that some undertakings could be made acceptable if excellent PR is in place. That's how PR can work wonders. It can make ugly appear beautiful and beautiful seemingly ugly.

The spinmeisters are very good at that unenviable job.

It's all a matter of 3Ts -- technique, timing and teamwork.

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Good PR is pro-active. It does not wait for crises to take place, rather, it tries to avert them -- especially bad publicity. And when adversities inevitably come, their impacts are cushioned as understanding, cooperation and (open) communication have been forged long before a potential PR problem takes place.

There are some companies and government agencies value pro-activity in their PR programs and there are those who do not -- to their losing end.

I am tempted to name the bad ones but nah, I would rather cite those who do their jobs. It is also high time for people to know who could be credited for PR job well done.

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The Angeles University Foundation is one of the local leaders. If PR practice were academics, AUF would always be on top of the honor roll.

Dr. Emmanuel Y. Angeles, its Chancellor-on-leave, did not make a great respected empire out of a technical school only to leave his PR in wanting.

He knows the essence of publicity, of media relations, of community relations -- all the vital elements.

He knows good people too that make his PR programs more effective. I need not mention Tere Tayag-Paras, AUF director for University Relations.

Tere just know the intricacies of a delicate practice and industry called PR. Media deaIings with Ms. Paras has always been made on a professional manner. I don't really know her personally except for the fact that she is also a proud product of AUF. What I know of her is her middle initial -- E -- for effective and efficient.

Tere makes sure that vital messages of the school get across, understood and accepted. She does not only do the usual PR goodies in news and photo releases but also makes sure that publicity (and media relations) translate to greater respect and goodwill for the institution (and its leaders) that she represents.

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PR handlers of Manny V. Pangilinan -- top honcho of PLDT and wireless leader Smart Communications.

The group of Mon Isberto, head of Smart's Public Affairs, has been doing wonders. The kind of PR that translate to greater viability (read: profitability) for one of Asia's top wireless companies.

Its media specialist Jose "Wo" Rosete (and staff) had been superb with their dealings. He always makes sure that positive publicity is always at the optimum level. They do more than publicity stunts as they also make sure that the public gets to know of the company"s social responsibilities.

Rosete has effectively tapped national and regional media organizations in making known not only Smart's products and services but also its role in total community development through socio-civic projects and other people empowerment endeavors.

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Talk about PR, the newly-installed General Manager of Holiday Inn Clark has been recently introduced to local media.

Simon Morley seems to be not only a good man from the land down under. He appears to be getting the support of vital publics (not only media) with his great outlook (and looks too).

Simon knows the country well with his wife a Batanguena. He need not adjust too much as he appears to know the terrain. Quite friendly, reminding me of the hotel's very first GM Michael Weiss who has remained a good friend with local media even with his re-assignments to other parts of the globe.

Welcome to Clark Simon. Let us know how we can be of help to you.

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Talk about installation too. SM Clark has officially announced the appointment of Venus Manalang. Together with Roselle Sarmiento, her counterpart at SM Pampanga (who has done great service too for Clark), Venus seems to be full of brilliant ideas that would infuse more life on PR for Clark.

I think they are starting off with a good undertaking this July in making the whole of SM Clark as Wi-Fi hotspot which is going to be free. Not bad for a start. Media men will be joining hundreds of businessmen-habitues in delight as this service would certainly help their day-to-day work.

Great work Roselle, Welcome Venus.

Published in the Sun.Star Pampanga newspaper on July 4, 2009.