F-H likes the PR climate in Puerto Rico

SAN JUAN: Establishing a beachhead for future expansion across the Caribbean, Fleishman-Hillard has opened an outpost in Puerto Rico.

SAN JUAN: Establishing a beachhead for future expansion across the Caribbean, Fleishman-Hillard has opened an outpost in Puerto Rico.

SAN JUAN: Establishing a beachhead for future expansion across the

Caribbean, Fleishman-Hillard has opened an outpost in Puerto Rico.



The seven-strong San Juan office will be led by GM Michelle

Rexach-Subira, a native Puerto Rican who had been working for Fleishman

in Miami (where the firm’s Latin American operations are

headquartered).



Fleishman had maintained somewhat of a presence in San Juan for more

than a year, operating as a satellite of its Miami office. But given

Puerto Rico’s surprisingly prosperous PR climate - ’it’s a booming

office,’ according to Fleishman/Latin America managing director Rissig

Licha - the agency decided to appoint a GM and make the office an

independent operation.



Licha added that Fleishman’s operation is now San Juan’s fifth

largest.



Given that Caribbean economies are more open than ever before to

international trade, local companies are clamoring for PR help in order

to maintain their brand identities. ’They need a more strategic PR

weapon,’ Licha explained.



Additionally, local companies are also looking for internal

change-management assistance to help accustom employees to the newly

competitive business environment. ’There’s no question that they really

need to address their communications,’ said Licha.



Fleishman/San Juan will handle PR for US customers, and is already

working on Latin American PR efforts for Dell Computer, Wal-Mart and

Procter & Gamble. The San Juan outpost is also handling P&G’s Hispanic

PR in the US.



Licha said it was too early to estimate annual revenues for the Puerto

Rico office. The firm boasts an outpost in Mexico City and does the rest

of its Latin American PR from Miami.



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