1. RESUME
A. First, Middle, Last Names MARIA VICTORA CECILIA PASCUAL CASTRO
Other names used: Ma. Victoria Castro
Vikkie
B. Date & Place of Birth: December 20, 1956, Manila, Philippines
C. Current address: Unit 706A Alpha Grandview Condominium, 1716 M.H. del Pilar,
Malate, Manila
Day & Evening Contact Number: 522-9144 or
(mobile) 0917-843-9604
D. Education (College)
Maryknoll College (now Miriam College)
Katipunan Road, Quezon City, Metro Manila
1975-1980
Graduated: Bachelor of Arts
Major: AB Communication Arts
(High School)
Assumption Convent
San Lorenzo Village, Makati, Metro Manila
1971-1975
Graduated: Fourth Year High School
E. Work Experience
04-1988 – 07-2015
MVcc Public Relations Services
1716 M. H. Del Pilar, Malate, Manila
Services offered:
1. Provide companies with effective publicity campaigns and PR strategies.
2. Conceptualize and develop editorial materials for press releases and feature articles.
3. Publish articles in leading newspapers, tabloids and magazines in a timely manner.
4. Provide broadcast media interviews, press conferences and press briefs, as necessary.
5. Maintain goodwill with the press.
6. Provide Crisis PR Management for adverse situations that affect company reputation, image and
operations.
7. Manage social media forum through sound content analysis and response.
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2. 8. Liaison with external groups, agencies and various publics.
9. Serve as support for Executive Office, Corporate Affairs, Marketing and Sales departments.
03-2015 – 6-2015
SM Supermall
SM Corporate Offices Building, Jose Diokno Blvd., Pasay City
Accomplishment:
Provided editorial write-up for the participation of SM Supermalls in the SM Investment Annual Report.
08-2011- 05-2015
Pondo Ng Pinoy Community Foundation, Inc.
Groundfloor, Pope Pius Bldg., U.N. Ave., Manila
Accomplishments:
1. Produced the editorial content and design of Pondo Ng Pinoy Annual Report.
2. Provided editorial and creative supervision of the annual report.
3. Gathered data and conducted interviews for story-lines.
05-1988 – 10-2012
Petron Corporation
Public Affairs Department, San Miguel Building,
San Miguel Avenue, Pasig City
Accomplishments:
1. Provided regular PR support for Public Affairs, Marketing & Advertising departments
2. Produced creative editorial write-ups for products and events
3. Conducted press conferences and press coverage.
4. Maintained excellent media relations for the company
5. Published regular press releases and feature articles in a timely manner
6. Developed stories for Corporate Social Responsibility projects which highlighted the company’s
socio-civic projects for environment and community development.
7. Managed Crisis PR by mitigating adverse news reports and problems that affected the
company’s reputation, image and operations.
A major project was the handling of the Oil Spill crisis which involved the province of Iloilo and
Guimaras. With the support of the organization, PR managed the local and national press reviews.
More significantly, PR took over management of the Mediation process from the Legal team. Through
effective PR skills, the oil spill crises was resolved with finality, resulting in the peaceful settlement
between the local government of Guimaras and the oil company; the opening of its shores for clean-up
operations; the settlement of legal disputes with the government; and eventually, the full restoration
of Petron’s image after the oil spill crisis.
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3. 01-2002 - 10-2012
Asiatrust Bank (now Asia United Bank)
Gdfl., Parc Royale Bldg., Dona Julia Vargas Ave., Ortigas Center, Pasig
Accomplishments:
1. Managed the bank’s PR activities through regular press and photo releases.
2. Handled Crisis PR through appropriate press response and strategies during crisis situations and
events, such as individual complaints, rumours, bank robbery, and Investor/Stakeholder issues.
3. Maintained goodwill with the press.
4. Preserved company image, reputation and overall business operations.
A landmark achievement was the handling of “Legacy Double your Money,” which involved complaints
from 300 depositors who had fallen victims of a scam. It was a high-profile case which reached the
Senate over months of rigorous investigation.
Crisis PR management mitigated adverse news; maintained the confidence of bank depositors;
addressed hundreds of complaints from depositors through effective meetings and processes. Further,
mediation efforts helped reverse the filing of legal claims. PR likewise oversaw the Senate
investigation.
As support-service to client, PR provided accurate situational analyses and recommendations to
improve business operations, thereby increasing the satisfaction of customers and the public, in
general.
04-2008 – 04-2011
Monheim Group of Companies
Monheim Bldg., Baltao Compound, Ortigas Ave., Taytay, Rizal
Accomplishments:
1. Provided publicity campaigns for the company’s consumer line.
2. Prepared press releases and ensured its timely publication in newspapers and tabloids.
3. Managed the company’s Crisis PR over distribution rights.
4. Mitigated adverse news to preserve the company’s reputation.
03- 2011 – 04-2011
Chinatrust Bank (Phils.)
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4. Fort Legend Towers, 31st
St. corner 3rd
Ave., BGC, Taguig
Accomplishments:
1. Provided print publicity for the company’s 25th
Anniversary.
2. Prepared write-ups about the company, its prominent clients, products and services.
08-2004 – 08-2008
Pharmaceutical & Healthcare Association of the Philippines (PHAP)
One Corporate Plaza, 854 Pasay Road, Makati
Accomplishments:
1. Handled external Communication activities with the press for issues and developments
concerning the pharmaceutical industry.
2. Prepared press releases and press statements.
3. Published press releases in a timely manner to respond to issues at hand.
4. Maintained media relations and goodwill with the press.
PHAP is the umbrella organization of national and multinational pharmaceutical companies in the
Philippines. As such, various issues were addressed, such as:
High cost of drugs; Business ethics and practices of multinational pharmaceutical companies,; the Milk
Code; fight for Intellectual Property and Patent Rights of drug innovators; fight against counterfeit
drugs; and awareness on substandard generic drugs.
04-2006 – 04-2007
Abbott Laboratories (Philippines)
Edsa, Mandaluyong City
Accomplishments:
1. Managed year-round Publicity campaigns for medical nutritional products.
2. Handled Corporate Affairs activities, press statements and issues at hand.
08-2004 – 08-2008
Dos Palmas Arreceffi Island Resort
Unit 1006 Antel Global Corporate Center
Dona Julia Vargas Ave., Pasig City
Accomplishments:
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5. 1. Launched a Crisis PR campaign to restore the image of Dos Palmas Island Resort in Palawan after
two major incidents in the island.
2. Encouraged positive write-ups and feedback about the resort.
3. Restored the image of Dos Palmas Resort.
The 4-year campaign put Dos Palmas back on the map. A complete turnaround in sales and visitor
attendance was achieved, with Dos Palmas being one of the most favourably publicized tourist
destinations in Palawan.
01-1999 – 01-2000
Zuellig Pharma
Avecshares Center, University Parkway, Bonifacio Triangle
Fort Bonifacio, Taguig City, Philippines
Accomplishments:
1. Provided PR support for Zuellig’s consumer healthcare division, Pharmalink for products:
Sebamed, Physiogel, and vaccine from Bern.
2. Generated year-round press releases and feature articles.
3. Managed the medical hotline that worked along with a regular medical column in newspapers
for letter inquiries.
4. Mobilize “promodizers” in drug stores to push and promote new health supplements to in-store
buyers.
10- 1998 – 10-2002
Organon Phils., Inc. (now Schering Plough Corp.)
San Miguel Property, No. 7 St. Francis St, Ortigas Center, Mandaluyong
Accomplishments:
1. Provided full PR service for Organon in the introduction of modern contraceptive pills, fertility
treatments, and HRT for menopause.
2. Conceptualized and implemented regular publicity such as news releases, feature articles, and
medical columns.
3. Handled media relations and ensured goodwill with the press.
4. Managed the company’s medical hotline called “WoMen’s Healthline.”
5. Conducted medical surveys with physicians to analyze patient-doctor preferences.
Organon engaged in active sales and PR campaigns, and has emerged as one of the most competitive
pharmaceutical companies in the field of obstetrics and gynaecology. As a result of PR efforts and
support from the organization, the following were accomplished:
< Successful introduction of high quality contraceptives and fertility treatments among doctors and
patients.
< Patient education on proper child spacing, infertility and menopause was achieved.
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6. < Patient counselling among health workers was accomplished through grassroots reach.
< Family planning information became readily available and accessible for consumers through Organon’s
“WoMen’s Healthline.”
11-1995 – 11-1998
United States Agency for International Development (USAID)
Social Marketing for Change (SOMARC)
Pasay Road, Makati
Accomplishments:
1. Introduced “Couple’s Choice Program” in the Philippines.
2. Provided an intensive nationwide publicity campaign to promote the benefits of safe, effective
and affordable modern contraceptives.
3. Placed regular publicities in major newspapers and broadcasting agencies.
4. Conceptualized and developed feature articles, press releases, medical columns, photos and
other publicity materials for consumers, doctors and midwives.
5. Conceptualized and managed the Crisis PR program to counter Pro-Life advocates.
6. Managed and operated the “Couple’s Choice” medical hotline for consumer inquiries.
7. Worked closely in line with the advertising program.
The first-ever medical hotline in the Philippines generated an overwhelming response from men and
women who wanted to know more about the benefits of child-spacing. The counselling helped mitigate
adverse reaction on family planning with oral contraceptives, which at that time, was considered taboo.
The calls were recorded and documented by the nurses that manned the hotline and provided us with
insights into the knowledge and practices of Filipino men and women.
09- 1981 – 08-1984
Philippine Center for International Trade Fairs & Exhibitions (PHILCITE)
(now Star City)
CCP Complex, Roxas Boulevard, Pasay City
Accomplishments:
1. Handled the publicity campaign for over 50 trade fairs and exhibits.
2. Prepared press releases and write-ups to generate interest and visitor attendance.
3. Developed exhibit brochures to solicit participation.
4. Handled TV broadcasting and radio announcements.
5. Maintained media relations for the company.
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7. F. References
Norman Aquino
Journalist
Bloomberg Philippines
Ayala Avenue, Makati City
Phone no: 7897021
Dr. Barbara Marquez Domingo
Makati Medical Center
Amorsolo St. corner dela Rosa Street
Makati City
Phone no.: 8888999/3325842
Genie Umali
Businesswoman
19 Bishop Street, Brookside Hills Subdivision, Cainta, Rizal
Phone no.: 6554981
(09-16-2015)
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