Because Virtuoso Public Relations founder, chairman and chief executive Romeo Virtusio was vice president and chief operating officer at JWT-owned Lexington International Public Relations before launching his own firm, Virtusio Public Relations began life in 1989 with an international focus, serving multinational clients from day one, combining an in-depth understanding of the local Filipino market with a global sophistication. It enjoys strong relationships locally with government and private sector leaders as well as with the media, but it also maintains strong ties with international organizations: Virtusio is an active member of the International Public Relations Association and belongs to the
Despite its international focus, Virtusio has maintained a boutique size—about a dozen consultants—and a family culture. Virtusio’s wife, Lulu—formerly general manager of the Social Communications Center and Communication Foundation for Asia—serves as president of the firm, and their two children Victor Arel and Dessa serve as vice president of business development and vice president for account management respectively. At the same time, the firm has eschewed specialization, preferring to provide a full range of PR services—corporate and marketing communications, crisis management, CSR and more—across industry sectors ranging from airlines to medical devices to entertainment to consumer electronics to education. The firm even has a book publishing subsidiary, Context, which also created the Philippine PR Summit, a series of high-level conferences dedicated to advancing the profession in the firm’s domestic market.
The past 12 months saw healthy growth of around 20 percent and several new clients, including Italian what Terna, which is participating with a local partner in a bid for the national transmission corporation, and the National Competitiveness Council. Virtusio also continued to work with clients such as HBO,