DARIO | REYES | HOCSON | VIADO | MARTIN | CONCEPCION | F.REYES
Melvyn S. Martin
A.B.'65 (University of the Philippines)
L.L.B.'78 (University of the East)
A fairly recent addition to the partnership is Atty. Martin. The eldest son of the late Supreme Court Justice and Law Dean Ruperto G. Martin, Atty. Martin had years of corporate public relations experience behind him as PR Officer of Ayala Corporation under the late Enrique Zobel; an independent PR consultant as Head of Martin & Associates which is affiliated with Hill and Knowlton, a worldwide PR organization; a Past President of the Public Relations Society of the Philippines; and at one time VP for Development of the University of the Philippines.
Ingeniously combining his legal background with his PR expertise, Atty. Martin has evolved to become a formidable Crisis Manager which every law firm cannot do without, when faced with the prying eyes of media, amidst a contentious case or issue involving a prominent or major client.
The roster of clients who have consulted Atty. Martin in Philippine business and politics includes well-known blue chip corporations PLDT, Aboitiz Group, Union Bank, San Miguel Corporation and Pepsi. The list likewise includes Megaworld, Uniwide, Nikon Group of Companies, Primetown Property Group, Lorenzo Shipping, Central Azucarera Don Pedro and the Grand Boulevard Hotel (formerly the Silahis Hotel). Multinationals like Citibank and Companie General des Eaux, Cabinet Secretaries (Teofisto Guingona, Jr. as Executive Secretary and Justice Secretary, Jesus Estanislao as Finance Secretary, Peter Garrrucho as Tourism and DTI Secretary, Rafael Alunan as Tourism Secretary), the Bankers Association of the Philippines, the SSS and PCSO, had all turned to Atty. Martin for either PR crisis management or what he termed "strategic image positioning."
When Justice Martin passed away in June 1997, he left his lawyer son Atty. Martin a host of indigent clients setting him off to active law practice. He also taught law at the Arellano Law School for almost seven years.
Combining his legal background with his PR expertise, Atty. Martin has evolved to become a forerunner of an emerging trend in the public relations discipline, which is now referred to as litigation PR.
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