Ricardo Siller provides final recommendations for a public relations campaign for Hormigón Express, a Panamanian concrete company. The campaign aims to position Hormigón Express as a socially responsible brand and communicate this to the public. The proposed campaign would include developing media materials, distributing them to over 2000 outlets, and monitoring results. It would help increase exposure, positioning, and sales for Hormigón Express.

1. Final Recommendations
Consultant: Ricardo Siller
Monterrey, Nuevo León
10/07/2013

2. Who?:HormigónExpress’sNeeds
• Hormigón Express is the leader in the production of pre-mixed
and ready mix concrete in Panama. They have been operating
since January 2000 from its HQ’s in Panama City and since
then, they’ve expanded to other 11 cities in the country.
• Hormigón Express seeks to position itself as a Socially
Responsible company, with a strong participation into
Panama’s society as well as being the purveyors of societal
values and human formation.
• Hormigón Express seeks to communicate this attribute (being
socially responsible) to the general public.
• One way in which Hormigón Express has done this before has
been sponsoring elite Panamenian atlhetes and supporting
institutes dedicated to the education of children with lesser
resources.

3. Benefits from Ricardo Siller’s
intervention
1
• Exposure in
National
Panamenian
Media for
Hormigón
Express
brand.
2
• Positioning
of the brand
and its
values in
the
Panamenian
society.
3
• Helping to
increase the
net value of
sales.

4. Campaign Structure
Campaign Design
Developing of
Media
Materials.
Press Release
Developing of
the main tool of
the campaign
Campaign Distribution
Distribution of
the media
materials to
more than 2000
media outlets
Results Gathering
Media
monitoring
Reports from
clipings,
samples, etc.

5. 1).- CampaignDesign
• Company Brand
Analysis.
• Press Release.
• Brand Picture.
• Digital Press Kit.
• Branding Package.

6. 3).- CampaignDistribution
Media Distribution tailoring
• 2518 outlets.
• Panama, Mexico, Costa
Rica, Honduras, El
Salvador, Guatemala,
Nicaragua.
• Only outlets that covers
business news,
economics and finance
• See Sample of press
outlets in Annex 1

7. 4).- CampaignManagementandResults
Management and Results
• International Release
Watch Report in Spanish
• Choose a Distribution
Platform from the list

8. NextSteps
• Consider hiring us for the next phase in your press
campaign, which includes these topics:
• LMW International PR and Media Consulting Distribution and
Management Services:
http://www.latinmusicwire.com/publicidad-musical.html
• How to manage the communications that result from that
exposure.
• Make use of PR Newswire tools and packages for media and press
monitoring.
• Media Training.

9. Ricardo Siller Cardenas
Consultant’s Resume
• Publicist, Press Agent and Business Consultant for
Latin Music Wire, a music promotion and public
relations agency that serves commercial brands in
Mexico, Latin America and USA.
• Music Business Specialist by Berklee College of
Music.
• Bachelor in International Relations by Instituto
Tecnológico de Estudios Superiores de Monterrey
(ITESM, Tec de Monterrey)
• Author of 4 books related to the Music industry.
• For more information about Ricardo Siller:
http://www.latinmusicwire.com/koly-siller.html
• Past clients and testimonies:
http://www.latinmusicwire.com/testimonios.html
• Ricardo’s work in the press:
http://www.latinmusicwire.com/prensa.html