AUTORIDAD DE ENERGÍA ELÉCTRICA

MONITOREO RADIAL
Miércoles, 21 de junio de 2006

WKAQ – 580 AM

• Las leyes ambientales federales que rigen en P.R. impiden que la

Isla pueda adquirir combustible de Venezuela a precios de
quemazón. Así lo confirmó la Asociación de Detallistas de
Gasolina que envió una delegación a la “Tierra de Bolívar” y
confirmaron que es imposible un acuerdo.

Los detallistas de gasolina aseguraron que los negocios petroleros

con Venezuela se fueron por el barranco.

“Eso se volvió sal y agua, eso no llegó a nada. Hay unos

requerimientos en cuanto al gobierno americano de cero azufre en
el combustible, en donde entonces el costo se elevaría demasiado y
un sinnúmero de cosas que realmente no era negociable poderlo
hacer”, manifestó Carlos Crespo, presidente de la Asociación de
Detallistas de Gasolina.

Por su parte, el ex presidente de la Asociación de Detallistas de

Gasolina, Efraín Reyes, indicó que el problema que existe con el
petróleo de Venezuela es que es muy alto en azufre. Reyes agregó
que las leyes federales de impacto ambiental impiden la venta de
petróleo pesado, en otras palabras con un gran contenido de
azufre.

“El problema que tenemos con la gasolina que se produce en

Venezuela es que no reúne los estándares de calidad que requiere
la JCA o la EPA. Las especificaciones de ese producto, de lo que
se refine en Venezuela, no reúne las especificaciones de la gasolina
que se puede mercadear en los mercados de EE.UU. y P.R. Tan
sencillo como eso”, expresó Reyes.

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 Creative Concept
Institutional and Public Service Campaing
GULF

Campaing Slogan

“Gulf…you are going to get there”

“CON GULF VAS A LLEGAR”

Creative Concept

The campaign’s slogan main objective is to create a sense of confidence from our target market
to the Gulf brand. The slogan “Gulf…you are going to get there” inspires security, conviction, and
commitment. It is assertive and positive. The affirmation is perfect for the product that Gulf offers,
since the main purpose of gasoline is to help the consumer “get” to their destiny. But aside from this
literal interpretation, the phrase has other implicit messages. “Get” can also mean “achieve.” In other
words, with Gulf you can achieve…save money in gasoline, more potency for your car, better
performance, etc.
In this context, the phrase is flexible to be used in an effective way, not only for the
institutional campaign but also for the public service. We will give practical advice about how to save
money in gasoline. The slogan “Gulf…you are going to get there” communicates to the consumer that
thanks to us and to our advice they are going to “get” to the goal of saving in their consumption. The
suggested phrase is catchy, easy to remember and with a clear message that help us achieve the
adequate positioning of the brand in the mind of the consumer.
 Creative Concept
Institutional and Public Service Campaing
GULF

Campaing Slogan

“Getting there with Gulf”

“CON GULF VAS A LLEGAR”
Creative Concept

The campaign’s slogan main objective is to create a sense of confidence from our target market
to the Gulf brand. The slogan “Getting there with Gulf” inspires security, conviction and commitment.
It is assertive and positive. The affirmation is perfect for the product that Gulf offers, since the main
purpose of gasoline is to help the consumer “get” to their destiny. But aside from this literal
interpretation, the phrase has other implicit messages. “Get” can also mean “achieve”. In other words,
with Gulf you can achieve…save money in gasoline, more potency for your car, better performance,
etc.
In this context, the phrase is flexible to be used in an effective way, not only for the
institutional campaign but also for the public service. We will give practical advice about how to save
money in gasoline. The slogan “Getting there with Gulf” communicates to the consumer that thanks to
us and to our advice they are going to “get” to the goal of saving in their consumption. The suggested
phrase is catchy, easy to remember and with a clear message that help us achieve the adequate
positioning of the brand in the mind of the consumer.
 P.O. Box 362678 San Juan, P.R. 00936-2678
Tel: 787-756-7994 Ext. 234 Fax: 787-753-0406
Damaris Pabón / Sales Manager Banquet Department

Sra. Bennie Pena

CARIBBEAN PETROLUM
Actividad: Fiesta de Navidad
Fecha: Pendiente de Reservar
Horario: 7:00 – 1:00 am
Estimado en Base a 100 Personas

“COCKTAIL” / 7:00 pm
“BOHIO CRIOLLO” CON:
Lechón Asado A la Vara
Morcillas, Guineítos en Escabeche
*
$100.00 dólares por “Cocinero en Bohio”

“BUFFET EL AGUINALDO” / 9:00 PM

Ensalada verde con (2) Aderezos,
Ensalada de Pasta Fria, Vegetales Frescos
Pescado en Escabeche
Ensalada de Pulpo & Mariscos

Carnes:
Roast Beef
Pechugas de Pollo con Ron & Guayaba
Arroz con Gandules
Amarillos en Almibar
Yuca al Mojo, Pasteles Criollos
Panecillos Locales

Postres:
Tembleque, Arroz con dulce, Flan de Queso,
Dulce de Papaya con Queso Blanco

Café Puertorriqueño

$42.00 por persona

Página 2

“WELCOME DRINK” / 7:00 PM

“COQUITO”
 Para 75 personas a $3.00 por Copa

“OPEN BAR”
con lo siguiente:
***
(5) Botellas de Vodka Finlandia a $55.00 por Botella
(4) Botella de J. Walker Black a $65.00 por Botella
(5) Botella de Ron Don Q Cristal a $40.00 por Botella
{En Base a (2) Tragos por Invitado}

“Vinos”
(24) Botellas de Vino Blanco Vega Sindoa Chardonnay a $25.00 por Botella
(24) Botellas de Vino Tinto Vega Sindoa Merlot a $25.00 por Botella
{En Base a (2) Copas por Persona}

“Cervezas”
(24) Botellas de Heineken a $4.95 cada una
(24) Botellas de Coors Ligt a $4.95 cada una

“Refrescos Surtidos”
(24) Refrescos Surtidos Regular & Dieta a $2.95 cada uno

Cargos Estimados
Comida $4,200.00
Bebida $2,468.40
Propina $1,333.68
Personal de Bohio $100.00
Cargos por Salon $240.00
Utility Charge $780.00
Total Estimado $9,122.08

2 de agosto de 2006
Sra. Bennie Pena
CARIBBEAN PETROLUM

Sra. Pena:

Le incluyo estimado para su Fiesta de Navidad que desean realizar

en nuestras facilidades del Bankers Club de Hato Rey.

En el mismo puede hacer los cambios que desee y luego los discutimos

Sería un placer el tenerlos en nuestras facilidades en ésta época de fiesta

y saber el que nos tengan entre su Club de prestigio de preferencia
para este evento social y futuras actividades corporativas.

Cualquier duda que le surja, favor de comunicarse con ésta servidora.

Es un placer el poder servirles.

Saludos,

Damaris Pabón
Sales Manager
Banquet & Catering Department
 Anuncio Servicio Público 2 - Prensa
GULF

TITULAR

¡Sube las ventanas!

TEXTO

Si viajas por el expreso, sube las ventanas de tu auto.

El viento que entra a tu carro crea resistencia y, por ende,

puede aumentar el consumo de la gasolina en un 10%.

Utiliza el sistema de ventilación de tu auto

y así maximizarás la eficiencia del combustible.

Tú puedes ahorrar en gasolina.

Un consejo de tus amigos de...

Con Gulf vas a llegar...

 Communication Plan for CPC, Gulf

Index:

Page

Introduction ………………………………….…1
Part 1: Focus
……………………………………………………..2
Part 2: How to Position CPC…………………………………..….2
Corporate Information Policy..………………………………..2
Knowing Our Audience……………………………………2
Part 3: Mass Media to be Used……………………………….4
News CPC Can Create………………………………………...4
CPC Spokespersons ……………………………………………..6
Part 4: Media Tools………………………………………..…….6
Part 5: Media Exposure Measurement………………………………8
Part 6:Public Service and Image Campaign.…………………….. 9
CPC and Gasoline…………………………………….9
CPC and Safety……………………………………………….10
CPC and the
Environment………………………………………………..10
Part 7: Internal Communication Plan …………………………………11
Corporate Message ………………………….11
Newsletters…………………………………………..12
Community Work……………………………………………12
Productivity Incentives…………………………………..13
Program Implementation………………………………….13
Part 8: External Support System…………………………………..14

Conclusion: Timetable…………………………………………………….14

Introduction

It frequently happens to companies that, in the course of doing business, they do not
address issues or situations that end up altering their public image. These issues could
rise from some controversy or distorted perceptions regarding the risks and social costs
of a product – and can end being accepted in public opinion.

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In our day-to-day work with CPC, we will put to your service our knowledge about how
public opinion groups function (consumers, environmentalists, public interest groups,
government), and how to design strategies targeted at those who generate news with
possible impact on CPC’s image. The goal is to effectively address doubts and opinions
caused by specific situations, groups or media.

Part 1- Focus
For this case, we will combine a public relations strategy with an image advertising
campaign. To understand this approach, it is necessary to take a look at the main
objective of our plan: to reach the consumer’s mind and modify public opinion.

When dealing with public media and public relations, the quality of an execution is
measured in terms of how successfully we can create a bond between the institution or
product and its target audience. We must take into consideration the company’s market;
short, medium and long range objectives; communication goals for internal and external
audiences; who are the competitors and how they communicate; any barriers to our
messages; and how to make a connection with the target audience. We will address all
these elements when executing our plan.

.
‘Positioning’ refers to the place a product or business occupies in the consumer’s mind.
It is the result of a strategy specifically designed to communicate an image about the
product, in comparison with its competitors. Positioning is based on perception, and
requires working with public opinion.

We need to ask ourselves what is CPC, beyond an image familiar with gasoline and
related products. What does the company aspire to be? How does it want to connect
with the community and the mass media?

CPC does business in a complex and competitive environment in Puerto Rico. It needs
to:

A) Develop vehicles to communicate with its public; to reposition its image as a socially
responsible company with connections with its community; and;

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B) Open communication channels with the press, so the company has an opportunity to
assert its point of view and educate public opinion every time a CPC-related issue or an
industry issue surfaces. This is the focus of our effort, in search of a connection with
community groups and the press.

Any contact with journalists should always be channeled through the public relations
team, who will redirect any inquiries and look for the best coverage opportunities.

Whenever a journalist requests interviews with officers, we will position ourselves as

liaisons between the two parties, give recommendations to the directives, and provide
information to the journalist. The database should always be updated, as an
indispensable tool for this task.

Part 2- How to Position CPC as a Source of Information and Education?

A- By establishing a clear and uniform corporate information policy:

The information policy to be used will be detailed during a media training session
to be held in July 2006. It includes topics like: who are the official spokespersons
for different issues and situations; the language to be used; when to make
information public; when and when not to react or comment; when to schedule a
media tour, a press conference, etc. Over all, this training session will provide
officers with the skills to understand how the press works and how to interact with
them effectively.

B- Knowing the Audience

The ultimate goal of media relations is to deliver the message to the public, clients or
consumers. The relationship with journalists is key to this effort. We must always keep in
mind our audience’s social, cultural and economic characteristics; be sensible to those
traits; and cultivate our relationship with the media to which we have access to deliver
our message.

Part 3- Communication Vehicles

Print Media
(Newspapers and trade magazines)

• Type of information: Extensive and with reflective tone.

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 • Topics: Ideal for the discussion of complex information; of on-going relevance.
• Data: Documents, research results, in-depth interviews, explanations, numbers
and statistics, and testimonials.

Electronic Media
(Radio, TV and Internet)

• Type of information: Brief, instantaneous and concrete.

• Topics: Ideal for communicating high-impact information; for simple reactions to
complex issues.
• Data: concrete numbers, global facts, short testimonials. Avoid using technical
language related to the company’s business, which the general public does not
understand.
• Deadline varies from medium to medium. These media can do an interview and
repeat it through the day, with various perspectives by different announcers and
analysts. Sometimes it is necessary to intercept an editorial line with an
immediate reaction – even by phone call in the case of radio.

What Type of News Can CPC Generate?

• New policies
• New products and services
• New facilities
• Market-growth projects
• Service expansion
• Jobs generated, directly and indirectly
• Contract or alliance signings
• Certifications
• National, regional or local awards
• Officers appointments
• Annual assembly
• Conventions
• Community work
• Presenting financial report or social report
• Uncommon training activities, or new angles

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 • The company’s perspective on laws and regulations
• Technical reports
• Bids and auctions
• Environmental licenses
• Educational campaigns
• Taking part on an issue or controversy
• Run a research project, or a poll
• Plan a recognition event for a person or institution
• Plan an event or conference
• Create committees and announce the appointments
• Plan a contest
• Plan a visit or commercial mission.

CPC’s Spokespersons:
These are the persons who are visible to public opinion. They are the company’s image
in front of the media. Some organizations have different spokespersons for different
issues. But, generally, the president, manager or marketing directive is the
spokesperson.

It is our responsibility to train these spokespersons to be credible and respected as

information sources for the media. In order for this to happen, it is the spokesperson duty
to (and will be so trained):

• Give information in a timely manner.

• Tell the truth. If a legal order or situation prohibits commenting the facts, it is
preferable to make no comments about the issue.
• Explain the facts when it is required.
• Be constantly accessible to the media.
• Clarify any doubts about the topic to be discussed.
• Show respect for media representatives, even in difficult situations.

A spokesperson has the right to:

• Correct him/herself
• Keep silence about confidential issues

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 • Give an exclusive interview
• Choose which media he/she wants to talk to
• Create his own image or “public persona”.

Part 4- Tools To Be Used With the Media:

A- Press Release
This is an announcement made by the company in writing, about an activity or position
which should be known by the public. It can offer statistical data, research results,
financial information, or could be as simple as an activity for employees or the
community.

B- Press Conference
This is a programmed meeting with the press, called for by the company, for the
announcement or discussion of present or controversial issues, new projects, research
results, company position, among other topics. Offers space for explanations and
confrontations. It is also useful for announcing results and community-related activities.

C- Exclusive Interview
To give information to a specific person or medium – as we have already done with
Caribbean Business and El Nuevo Día, regarding the Tinglares (turtle) Project. It could
be asked for by the journalist or proposed by the company.

D-Special Report
This is a detailed report about a specific problem affecting an economic sector; about a
project; a company’s internal process with impact on external environment; or about the
implications of norms, regulations, permits and laws on the company or the industry,
among other topics.

The report is prepared by specialists, in response to a medium’s request. It is the

subtlest way to communicate the company’s ideology to the community through the
press and to establish the company as a public opinion leader in its field.
E- Rectification
It is everyone’s right, to be used when a medium publishes imprecise or incorrect
information. The most convenient process is to analyze the situation and then proceed to
ask that the medium or the journalist rectify what was published. Some times the

6
incorrect detail is not worth correcting for the risk of endangering a good relationship with
the medium. Print media can, by their own accord, provide corrections. Electronic media
are bound by federal regulations to do so and, on occasions, to provide ‘equal time’ to
the affected party.

E- Public Declarations on Important Issues

Directives use this tool to express a position regarding a norm, law or government
regulation. It is delivered through a letter to the editor, a press release or a press
conference.

F- Media Tour
It is important to visit journalists at least once a year. Some organizations do this every
six months. The goal is to get feedback regarding the information the company sends to
the media and to learn about the journalists’ requests.

The tour is used to deliver information, and interviews are scheduled with each medium
separately. It is an excellent tool for developing personal relations with journalists.

E- Training and Educational Events, and Industry Summit Meetings

It is wise to program seminars and educational events for journalists, to educate them
about the issues and technical aspects of our industry. These activities provide for
interaction between journalists and company directives, allowing the first ones to better
understand the industry and avoid mistakes during news coverage.

This is also a proper space for strengthening professional ties.

Part 5- How to Measure the Effect of Media Exposure?

Results measurement for public relations and media exposure is a source of debate in
the industry.

For media relations and exposure, there is no magic formula or uniform measure to
account for results in terms of dollars and cents. At TTG we use the following methods:

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 • Press clippings, as references to what has been published and its value in
inch/column if it were paid advertising (making it clear that a news story has more
impact than a paid ad, which is why this measure of dollar value is relative).
• DVD archives for radio, TV and Internet coverage (has to be approved by client).
• Retrospective analysis and comparison of plans and actual coverage. We prepare
periodic media reports.

Part 6- Image and Public Service Campaign: Cause-Related Marketing

In addition to fuel usage, CPC is related to transportation issues, citizens’ daily life, and
the way our economy works at all levels. Thus, we suggest three main areas for the
development of an image/educational campaign and of cause-related marketing efforts.

1- CPC and Gasoline:

♦ From time to time, gasoline price becomes a controversial topic in Puerto Rico.
Most media coverage does not take into account basic information about the
distribution chain and all the elements that influence consumer price. We could
develop a simple and visually attractive campaign with ads that explain each
step of the process of transforming petroleum into gasoline, and how each step
impacts the final price. The campaign should be ready to be used each time
this recurring issue surfaces again. It is a way for Gulf to create empathy with
the public, while educating the community and public opinion leaders about fuel
prices.

2- CPC and Safety:

♦ Since government agencies and other companies have taken measures to
educate on how to save fuel (saturating the media on the topic), Gulf could
address safety education (This is supposed to be the mission of the
governments’ Transit Safety Commission, but its campaign is no longer
appealing). Transit laws have gone through substantial changes, and citizens
no longer are clear on what is legal or illegal, creating a safety problem. This
media campaign can be supported by short, simple messages about road
safety, providing valuable information that government is not offering.

8
 ♦ As for a more direct approach, we could design short and attractive brochures
to inform about changes in the Law, to be distributed at Gulf concessionaries.
We can also produce promotional articles with messages about how to take
precautions and be responsible while driving. The campaign could include
short video productions to be offered to agencies and companies that usually
educate about safety. For example, this could be a collaborative project with
community schools, with special coverage by publications like El Nuevo Día
Educador. Some of these brochures and materials can be distributed at driving-
exam sites, in alliance with the concerned agencies. On the long run, Gulf can
also develop seminars and workshops on safety for companies and
government agencies. Educational material could also be distributed at
motorcycle stores, since motorcycle safety –or the lack of— is a major concern
in the Island.

3- CPC and the Environment

Gulf is already working with the Tinglares project in Culebra, which will be
announced soon through a feature story by El Nuevo Dia. This sole project is
excellent material for a corporate social responsibility image campaign, which
can grow and diversify in several directions.

Part 7- Internal Communication Plan

Every employee and associate is responsible for and should be committed to internal
communication among the company. Internal communication should foster participation.
Companies that practice internal communication strategies report more favorable results
in terms of employee motivation, productivity, a positive work environment and less labor
conflicts.

Our Work Plan:

• Satisfies the communication needs of all internal publics.

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 • Reduces the number of rumors and incorrect messages that affect the internal
image.
• Delivers a positive and loyal internal public opinion.
• Helps determine which messages to communicate, when to do it, and, with which
channel.
• Gives unity and coherence to all messages by using the same tone and
language for each one.

As we have stated before, employee integration to corporate communication efforts

is important and can be achieved by keeping them informed about events and news
taking place at management levels. This can be achieved in several ways:

♦ Once management makes an important decision, employees should receive

information about it at the same time it is being distributed to the media. They
should not learn about decisions that affect them through external media, since
they will feel alienated from their work. It is important to post published news at
company bulletin boards, so employees see the company’s communication
process.
♦ Periodic meetings with employees, to explain changes and last-minute news.

Newsletters
♦ Two types of newsletters could be developed:
o A simple monthly newsletter, with up-to-date information about what is
going on in the company.
o A more elaborate newsletter, published every trimester, with standard
sections featuring corporate news, employees from each division, and
details on special projects (like the Tinglares project in Culebra). It should
include photos, industry reports, motivational information, employees’
personal and professional news and achievements, and stories on
environmental, scientific and technological issues. It should provide space
for employee feedback.

Employees and Community Work:

10
 ♦ In addition to any community projects that management decides to sponsor
(that employees can be part of), each division should choose a community pet
project to develop on its own. Project selection should respond to some criteria
established by the company, in terms of duration and keeping then in touch
with the company’s vision. For example, fundraising has been overdone, so
community work should be preferred. Each group would choose its project, give
it a name and develop a work slogan. This effort helps employees to compete
in a healthy manner and gives them a sense of belonging to a community
outside the work site. Management would support employees in this effort, and
feature their achievements in bulletin boards and newsletters.
♦ The monthly newsletter would feature one project at a time, with a description
of the group or community benefiting from the effort, and how employees are
part or their social or community work.

Productivity Incentives:
♦ Each division, including those directly related to sales, should establish
productivity and support parameters. Employees meeting and exceeding such
criteria would be awarded paid weekend vacations or conventions (at a local
parador or in the Caribbean). Awardees would be notified periodically.
♦ The company should provide seminars and workshops to improve productivity,
and support employees in their effort to win productivity incentives. Topics
could be industry-related, but motivational and self-improvement resources are
also important. This industry is constantly under attack, and sometimes
employees lack motivation because they feel part of a company wrongly
accused of ‘consumer abuse’.

Families as Part of the Process:

♦ Among other relationships, developing strong ties with employees’ families
strengthens commitment to the company. The company should plan two yearly
family activities, in which employees, children and spouses would meet and
share experiences.
♦ Information on productivity incentives should be mailed home, so family
members can share and discuss it.

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How to Implement the Program

• Identify internal divisions that should be involved.

• Select volunteers by area, according to a pre-designed profile: in general,
employees known for their popularity, opinion leaders (both for employees and
management), who like to write and show congeniality.
• Define their tasks, according to the internal communication plan.
• Periodic meetings with these employees, on-going contact via phone calls and e-
mails.
• Provide any resources they need to collaborate with the plan.

Part 8- Additional External Support Systems

CPC and the interests it represents are part of public discussion on a daily basis. This
requires investing in an expert lobbying team, with a wide range of experiences working
strategically in Puerto Rico’s complex political circles. It should be a team with multiple
areas of expertise, connections to key players at the two principal political parties, and
knowledge of the internal situations that have created important subgroups at both
parties.

This team should also have vast experience collaborating with crisis management and
public relations teams, so all experts can work in a successful plan of action.

Timetable

Here is a general timetable to deliver what has been proposed:

1- Six weeks: data collection, analysis, drafting a work plan – Done, discussion of
this plan is pending.
2- Eight weeks: presentation of one-year plan – Done with the presentation of this
document. Image campaign art pending on client decision.
3- After eight weeks: start implementation phase for base work, both for internal and
external communication plans.
4- Three months: presenting community relations plan, after consulting all
concerned parties – Included in this document for client approval.
5- Six month: partial media report with completed tasks and results for that period.

12
 ##########

June 2006

13
 MEDIA TRAINING
The Art of Communicating the Correct Message
How to Handle the Press and the Public

PART I

1. Introduction

Writer Oscar Wilde used to say that in the United States, a president would rule for four
years, but the press would rule forever. Such is the power of the press, and that is why
it is crucial to know how it works, what its practices are, and how to effectively manage
yourself before the mass media.

A news story can develop at any moment, from any event – be it positive or negative.
When this happens, you will only have a few minutes to communicate your message
(i.e. Suarez Toy House). Some people are ‘naturals’ in front of the cameras, others
cannot communicate effectively in that type of situation. (ADA: i.e. Day to day, I would
interview people without any on-camera experience, with ‘panic faces’, asking me ‘How
did I do?’) But, everyone can learn basic skills and highly effective strategies for dealing
with the press or public speaking.

Effective public speaking is an art. So is managing reporters’ questions and identifying

good opportunities to deliver our message. No executive, salesperson, businessperson
or spokesperson is born with these skills. The most effective and experienced
communicators have gone through extensive training. The ones who develop a sense of
what the media want, what works for reporters, those get more coverage.

The better you master effective public speaking –be it in front of the press, before
regulatory agencies, at a conference, or at any forum—the better your chances of a
favorable story been published in accordance with the results you are looking for. We
are here to help you be effective spokespersons for the firms you represent, and so that
you can be of assistance in the delivery of a professional, standardized and effective
message.

2. Why Is It Important to Manage Yourself Before the Public and the

Press

1
A company’s success, and your success as a professional, depends on your work and the
quality of your services. Nevertheless, even the best service is of no avail if the public
does not get to know about it. That is why it is so important to keep communication
with your public, so they get your messages – particularly in the 21st Century, when
knowledge is power.

We live in a world that constantly provides us with information. Internet has provided us
a universe of communication possibilities, which in combination with the power of radio,
TV and print media can create or destroy a business’ image or identity – or the business
itself. Businesses and individuals who create a good public identity and project
themselves positively, are generally the ones with the higher prestige.

Thus, keeping direct communication with your publics is important. The press is one of
the best channels for this type of communication. That is why the seminar’s title is The
Art of Communicating the Correct Message-How to Deal with the Press and
the Public.

This seminar is designed to offer you a general idea about how to carve a favorable
space for yourself before public opinion. We will provide ideas, suggestions, advice, so
you can gain access to journalists and the media, always looking for positive results for
you.

Remember that your objective is to deliver the message to the public. But, paraphrasing
Puerto Rican writer Luis Rafael Sanchez in his play ‘Quintuples’, the story is not really
the story, but who tells it. Today we will learn the skills that will help us tell our best
stories, to deliver our best messages.

3. What Is Your General Impression on the Press?

(Ask participants to narrate any incident or experience they have had with the press.
This works as an icebreaker and as a seminar starter.)

In order to talk about how to deliver effective messages, let us first take a look at what
is journalism -- since the most common mistakes are related to lack of knowledge about
how it works.

4. Basic Functions of Journalism and Journalists

Both the U.S. and Puerto Rico Constitutions protect freedom of the press and freedom of
speech. Journalism – which can be practiced in radio, print, television and Internet— is
protected by constitutional guarantees in order to keep the public informed. Well-
informed people are capable of making intelligent decisions.

Reporters are the workers who do the day-to-day leg work, informing the public about
the day’s events, or those events which the medium chooses as relevant for its public.

5. What Is News?

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What Is News- An event of interest to the general public is considered news.
Irrespective of the personal or institutional interest we might have in some fact to be
known, if it does not have news value for the targeted community it will not be
published.

News is not advertising in disguise. Of course, every public relations effort responds to a
promotional objective. But in order to deserve press coverage, it has to pass the famous
‘So what?’ test. If your message does not pass the ’So what?’’ test, it is not news.

Everything that is out of the norm is news. Also, everything that could be of interest to
the people is news. The best news is the one that grabs the interest of a lot of people.

News has to be timely, new, relevant, and have proximity to the public. It has to call
attention, and provide useful information.

We have to learn to determine if what happens to me, to my company or to my

community is important and relevant to all the population. It might be important to me,
but, it is important to others?

For my information to get noticed among the hundreds of press releases that get to the
newsroom daily, it has to be relevant to many people, and have what we call ‘hook’.

A party; the launching of a new line of products; or the appointment of a new president
are news only if they affect the community; if they change some trend or philosophy; if
they contradict the establishment or brake some paradigm; or if they are pertinent to
the average reader.

6. Puerto Rican Mass Media: An Overview

For a country of 100 x 35 miles, Puerto Rico has a wide range of mass media, with a
very competitive industry.

Its more than 15 local TV channels, cable and satellite TV outlets, 120 radio stations,
four daily newspapers, and many trade newspapers and magazines make this a very
competitive market, comparable with Hispanic markets in the U.S., and even
mainstream midsize U.S. markets.

In spite of such variety, the truth is that there is still space to grow. For example, there
are over a million TV sets in the Island, but 60% of homes still do not have access to
cable or satellite TV. In addition, digital conversion will foster the creation of new local
channels.

As for the radio industry, competition is harsher. Puerto Rico is the U.S. jurisdiction with
the largest number of radio stations per square mile. With its 120 operational stations,
the Island is considered one of the principal radio markets in the United States. Puerto
Rico is number 13 in Arbitron’s list of radio markets.

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Nevertheless, in spite of the huge number of TV channels and radio stations,
newspapers get the biggest piece of the advertising pie.

Behind the News: Editorial Line

It is not easy to get your news published by a newspaper or TV station. Behind every
news story, there is an editorial line – specific guidelines for each medium. These
guidelines are not only determined by the reporter, but by his/her supervisor (editor),
the assignment editor, the director or executive editor, and the owner or publisher. This
power ‘tug of war’ gets more complex with the intervention of the sales director, special
interest groups and advertisers.

This is why it is very important to keep a healthy and direct relationship with the media,
the reporters and the directives.

(Ada explains the editorial process for TV, and Pepo and Sandra explain the editorial
process for newspapers.)

(Flowcharts)

3. Communication Vehicles

There are several tools to deliver your message to the press:

• Press release
• Interviews
• Telephone interview
• “One-on-one” interview
• Press conference
• Round table
• Exclusive story
• Off the record

Press Release

Interview – Close encounter of the third kind – The most common tool.

Telephone Interview – The problem with this is that you can only depend on your voice as
your sole projection tool.

One-On-One Interview – The spokesperson gives all her attention to one reporter at a time.
Usually these encounters are prearranged. This is a great opportunity to establish a personal
connection with the reporter. If you are well prepared and know your material, this is the ideal
tool.

Press Conference - This is one of the most effective vehicles, frequently used to generate
press coverage. A press conference could be a very simple event with just a microphone and
some chairs; or it could be a mega production. What really matters is the content, what you say.
Producing a press conference entails many technical details, like selecting the perfect day and
time; writing a good press release and even a press kit; arranging the room in a way that is

4
attractive but also practical for camera crews. You also have to pay attention to sitting protocol;
a contingency plan if it is going to take place outdoors or if one of your resources cannot make it
on time; and convoking all media and doing follow-up on the invitation. Nevertheless, the most
important matter is to be totally prepared to answer any question (related or unrelated to the
topic). Secondly, you most have it very clear in your mind that your mission in that setting is not
to answer questions, but to deliver your message. There is a difference between the two
(elaborate).

Running the technical details of a press conference is the job of your public relations or
marketing department, or your public relations or media management agency. But you should be
familiar with these details and feel comfortable with the process.

“Round Table”

The Exclusive – The media, and the reporters, are very inflexible and demanding about this
concept. If you promise an exclusive, you better make sure to fulfill your promise or you risk that
medium going against you permanently. Once the first information you provide is published and
of public domain, you are free to give comments or reactions to any other media interested in
the story – and choose among those. Basically, an exclusive guarantees coverage by one specific
medium of your interest, since the press loves exclusives – as long as it is about something
newsworthy and relevant.

“Off the Record”

• Basically, the ‘off the record’ practice does not work. Never give information under
this arrangement. If you do not want something to be known, just do not say it.
• Be discreet and do not make comments that could affect your
company.

II. Important Issues When Dealing With the Press:

1. Introduction

Ada – A reporter can be your best ally, although sometimes it does not seem so when
you are amidst crisis, controversies or when press coverage could affect your business.
Keep in mind that great things have happened in Puerto Rico and around the world
because some reporter got interested in an issue.

Remember: the reporter has the last word, and it is a public word. No one wins a battle
with the press.

2. VIDEO –

3. News, when published, never includes all the information provided by the
source. Reporters choose quotes that, for them, best summarize the issue and the
source’s position regarding the issue. They are forced to do so by time and space
constraints.

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The reporter’s selection of facts and quotes might not always be of the liking of the
source. In fact, it usually is not. The source might have preferred some specific
approach that the reporter did not considered important.

From the start, it is fair to acknowledge that the reporter has been trained and has more
experience than you in selecting quotes, and is probably right in the focus he chose for
the story. But, on occasions, the source (that is, you) knows more about the topic. It is
possible for the reporter to miss some nuance that was fundamental to the story.

4. Strategies for Projecting Yourself Effectively

There are several strategies for projecting yourself effectively. The most important: have
a mental script, focus on your message, and do not deviate from it. Every time you
address the press, focus on your goal: the message you want to deliver. Grab control of
the interview: you are the expert. Answer the questions, but do not let them drive you;
always look for ways to direct the answers to the point you want to address. But always
be responsive.

Before an interview, learn about the reporter and the medium (i.e. references,
background). Do like lawyers do, and never go to an interview without some research or
without anticipating some of the questions and their answers.

* How to speak in ‘sound-bites’ – Be credible; that is, talk about your area of
expertise and about topics you know first-hand. Add anecdotes that provide the human
touch to your message, and provide facts to sustain your statements. If you do not
understand a question (it is common to be asked confusing questions), do not doubt to
ask for clarification. If you do not know the answer of do not have all the information
needed, just say you do not have that piece of information at hand, but you would be
pleased to supply it later. Use a conversational tone, not as if you were dictating a
conference in an amphitheater. Be jovial and affable even with serious topics. Affability
sends the message that you are so confident about what you are saying that you do not
need to reinforce it with extreme seriousness.

* How to talk in the ‘pyramid format’ – When talking to a reporter, start by

emphasizing whatever information you want to be at the beginning of the story, and
repeat it several times. Be sure to remark that THIS is the most important fact.
Structure the information the same way the reporter will build her story: first, the most
relevant facts, followed by secondary information. This will make the job easier for the
reporter and increase your chances of reaching your goal. Do not provide tons of mixed
facts, since this will only loose the reporter’s attention and provide an opportunity for
her to focus the story in ways that differ from what you would do. Your discourse should
be clear, concrete, concise, centered. (i.e. David Noriega).

5. Always Be Available:

Rule number one for a successful relationship with the press is to always be available. I
cannot stress this enough. When a reporter calls you for a reaction or asks for
information, he has a deadline to get it (a specific date and time). So interrupt what you

6
are doing and answer the call. The press will not accommodate your work schedule.
Period.

When you are available, you have an excellent chance to be quoted or covered for a
story; of being a source; an even of becoming an opinion maker. If not, the reporter will
go to the next available source. This is true for all hierarchy levels.

Journalism is about ‘here and now’. So always answer the calls. If you do not have the
information at hand, or would like to consult with your external or in-house public
relations office, you can just ask for some time to gather the facts. It is crucial to
answer the call, be available, and arrange to get the facts. If you promise a reporter
some information, make sure to get it and deliver it to the reporter.

* Bridge
Now that it is clear how important it is to be available, we must understand that an ill-
managed interview is worse than not being available to the press. We will talk about this
later.

*Exercise: Bridge example

6. No comments – Never use the phrase ‘I have no comments’. There are a thousand
ways of not saying a thing you do not want to say, without using this phrase. I.E.:

III. Public Opinion

1. Public Opinion
Public opinion is nothing more than the public discussion agenda dictated by the mass
media, and the editorial angles and positions that sustain such discussion. The media
are the ones setting the topics discussed in the nation and the opinions the people have
about those issues. That is why the press is called the fourth power: because it has the
power to create public opinion. (i.e. videos of the war in Iraq). It is not a secret that the
media holds editorial positions and opinions on relevant issues.

And yet, it is possible and viable to interact with the press and achieve favorable public
opinion for our businesses and for our selves.

Public opinion arises from press coverage, and it is an effective but dangerous tool. An
ill-managed incident can generate bad public opinion that lingers in the collective
memory for a long time. Even when people forget the details of the story, they always
remember the bad impression.

2. Never Lie to the Press

Never, ever lie to the press. That is a basic rule. If you cannot reveal a fact, it is better
to make no comment at all. If you are restrained by legal regulations, just say so. If the
press catches you lying, I can guarantee you will suffer bad public opinion. It could

7
certainly be erased with big public relations efforts, but it will take time and money, and
it will take a toll on your mental sanity.

To deal with the press, you have to play by their rules. Otherwise, you will loose even
before you begin to play.

It is better to go through a short but difficult moment than to have never-ending days of
negative coverage. (I.E. Russian boy)

In the same token, remember to never deny information to a reporter that he could get
from another source.

Later on we will talk about how to create favorable public opinion for ourselves, and
how projections and body language can help.

COFFEE BREAK ----15- MINUTES

PART II
Crisis Management
• Perception vs. Reality
o What Are They

o How difficult it is to change perception

• Communications Plan
o Design a single corporate message – All of you have to internalize and
send the same message to the public. View yourselves as members of a
choir: different voices, but one song. Inconsistencies and contradictions
among team member attract the press as blood in the water attracts
sharks. You can be sure that is going to be the story angle. i.e. AEE and
the collapse of the electrical system.

• Well-managed Crisis - Tylenol

• Ill-managed Crisis – An ill-managed crisis can make an empire collapse.

The management problem could be related to irresponsibility on part of the
directives; or caused by an unforeseeable event; or both.

Exxon Valdes (1989) has turned into a classic case study. An accident broke
the oil tank, which spilled 1.2 barrels of oil into the sea in Alaska. At the time
of the accident, the captain was drunk and had left an uncertified employee
in charge of the vessel.

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 This case dramatizes the perfect formula for public-opinion disaster: Exxon
did too little, too late. The spill-containment efforts were too slow. The
company’s spokesperson showed hostility towards the press. Communication
flowed as troubled as the vessel. At a certain point, Exxon’s president refused
to appear on television and a spokesperson said he did not have enough time
to make an appearance, while millions of barrels of oil where damaging the
environment.

Containment and cleaning operations were a disaster; they did not know
what they were doing, and they let the world know about it. Finally, when
public pressure was unbearable, Exxon’s president agreed to a live-TV
interview. Obviously, the first question was about the progress of the
cleaning operations. This gentleman did not read the progress report before
the interview, so he answered that it was not the chairman’s job to be aware
of details about the cleaning process. He blamed the press for the hostile
coverage and buried Exxon.

The result of such a disastrous, or rather inexistent, communications

strategy: seven million dollars in cleaning costs, and the highest fines in
history for corporate irresponsibility. Exxon went from being the #1 company
in the world to number three, and became synonymous of arrogance and
corporate ineptitude.

Its formula of tardy response; lack of an effective emergency plan; failure to

show they cared about the disaster they caused; and lack of leadership will
always lead to disaster.

A good communications and crisis management plan is not a miracle worker:

the picture of 1.2 billion barrels of oil being spilling into the sea, and the lack
of an emergency management plan is horrifying. Only Exxon spokesperson’s
arrogance is worse, with their failure to tend to the environmental emergency
they created. A plan focused on this issue could have contained at least part
of the negative image Exxon created for itself.

It is not necessary to recur to a disaster to prove my point. Here, in Puerto

Rico, we have minor crises every day, which are not handled adequately and
have an impact on businesses and reputations. You must accept that truth
and humility are the easiest tools to deflate a negative news story, because
they take the oxygen out of the situation. (i.e. Minister with a lover)

I. Rules to Follow When Talking to the Press

1. A bad interview is almost worse than not being available or than refusing to talk
to the press.

2. Show respect.

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 3. It is important to always call a reporter by her name. Be affable with reporters,
both with those you know and those you are meeting for the best time. Ask for
their names, introduce yourself, thank them for being there.

4. Providing the reporter with additional material that supports your message gives
you an advantage. The press loves studies and statistics.

5. Be ready to repeat your statements; reporters do not always get to the press
conference all at the same time. What to do if a tardy reporter asks something
that has already been answered:

6. Do not be frustrated if the media do not show up at your event. Remember you
have competition for their attention. All you should do is evaluate what could
have happened, so you do not repeat the mistake.

7. Never put pressure on a reporter so he covers your event. Be subtle.

8. Acknowledge and thank support personnel at media headquarters (receptionists,

secretaries), so there are greater chances these employees will give your
messages to the reporter.

9. Never question a reporter’s or editor’s decision of not publishing your press

release or interview, unless it is a clarification or a crisis -- then you can ask for a
correction or equal time. If it is not important, let it go.

10. Reporters hate aggressive publicists or pushy interviewees. Be subtle.

11. Do not get upset with any king of question. Try to keep your disgust to yourself.

12. Do not waste time talking about your competition. Do not even mention it.
Neither should you talk about what you are not doing, only about what you are
actually doing.

13. Do not send gifts to reporters, it does not work. On the contrary, it could have a
negative impact. If you want to show your appreciation, you can do it during
Press Week or Christmas.

14. Turn yourself into a valuable collaborator for the media by providing newsworthy
information throughout the year. The reporters will get to know you, and will
respect you as a valuable source. This will help you gain constant exposition for
your company.

II. Types of Reporters, and Their Techniques:

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Most journalists are nice people who show respect to their interviewees. But there are
some characters, exceptions to the rule, which you need to keep in mind:

1- The ‘interrupting type’: He interrupts you constantly while you are answering
his question. She makes you loose your line of thought, and takes control by
doing so. When dealing with this type or reporter, you have two options. The
first one: stop to listen to whatever he has to say; then resume your statement
with something like “I will answer that new question in a moment. As I was
saying…” Or you can completely ignore the interruption and continue your
sentence and, when you are done, say something like: “You were asking me
about something else, go ahead…”

2- The machine gun: He ‘shoots’ questions one after the other. You can say, very
nicely: “You are asking several questions, which one do you want me to answer
first?”

3- ‘The paraphraser’: She is an antagonist by nature, and paraphrases everything

you say just to get a controversial answer. Just reaffirm your original answer,
after saying “Maybe I did not explain myself clearly.”

4- The dart thrower: He is probably the most dangerous and hostile interviewer.
With her innuendos, she tries to find you, your company, or your industry guilty
of something. Never answer this sort of questions without first clarifying that you
do not agree with the first premise. When you answer as if the reporter’s
premise were correct, you are accepting any implications as true.

5- The repetitive type- She repeats the same question again and again, with
different wording, until she gets the answer she is looking for. You need to focus
on the question, answer it, and as soon as it surfaces again, nicely comment that
you have already answerd to that question.

6- ‘The hypothetical’ – Asks questions based on hypotheses, like: “Supposing

that such and such, what would happen?” Avoid answering hypothetical
questions, unless you have anticipated such setting and feel comfortable
answering.

7- ‘The pause’- He makes many pauses and long silences during the interview, in
order to make you uncomfortable and unfocused. Use the time he provides you
to mentally revise your answers, and focus on your message. If when you finish
your answer there is silence, make a transition to another important point.

8- ‘The rumor carrier’ - She ask questions that really are rumors, sometimes
about other companies or your competitors. Tries to make you commento n the
rumors. Resist the temptation to comment. Do not waste time before the press
commenting on rumors or about your competitors. The exception is when you
are asked to comment as an expert, in a broad context.

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 9- The pessimist – He always asks questions from a negative perspective and
makes it difficult for you to put the issue under positive light. Skepticism
permeates the interview. Insist on analyzing the question with a positive view.
Construct your answer around what you have done to solve the problem, and
what you are doing to prevent future controversies or problems.

10- The sarcastic – Throws hurtful and mean questions at you. Never fall in her
trap. Keep your stance, answer the question and focus on the message.

11- The clueless- He is lost, does not read the newspapers, and is not ready to talk
about the topic assigned to him. Be patient and repeat with clarity, being careful
not to bore other reporters if there is a group. If you notice other reporters are
getting tired of this, kindly tell him that you will take some time to explain him in
detail after the session is done.

12- The star- Usually a TV reporter, although there are some stars in other media.
She considers herself to be the news, and all attention must go to her. This type
is easy to deal with: just feed her ego, make her feel important, call her by her
name, and you will win her.

III. “Non-Verbal Messages: Body Language”

Your body language speaks as clear as your words, or even clearer. Consider
the following. (Sandra o Pepo asks a question. I answer it twice, with different body
demeanors).

Non-verbal communication is a powerful tool for professional and personal success. The
last decade has seen numerous behavioral science studies about non-verbal
communication. Some of these studies suggest that interlocutors only
interpret seven percent of a person’s message through what is said. The other
93% is understood through body language. Researchers have agreed on some
basic rules that lead to an effective projection before the press, during an interview, or
any public appearance.

The first thing you must do is to establish the traits of what will be your public persona.
This public persona has its own personality, deportment and demeanor, which could be
similar to your private behavior, or completely different. It depends on what your
natural demeanor is.

Your public persona is not about creating a false image of yourself – actually, this never
works, since your nature always resurfaces. It is about polishing important details in
your projection that might have an impact in your message. The messenger should
never kill the message.

If you are shy by nature; you tend to get upset; you show your negative emotions very
easily; have nervous ticks; are very lineal in your delivery; or boring, among other
things, you should develop a public persona that helps you deliver your message. Test

12
this concept. Find someone you trust and ask him if you are boring. You are boring if
you talk for more than five minutes … (elaborate)…

Body language is a broad and fascinating topic (Maggit Group anecdote). We offer a
seminar exclusively on body language. But for the purpose of this seminar, we want to
give you the basics.

Body language has three basic components: controlling your voice and oratorical
behavior; controlling body movement and posture; and how you present yourself in
terms of wardrobe – what your clothing says and does not say about you.

Lets start with clothing, which is what people notices first, and the first component to
that contributes to that public persona, even before you start speaking.

1- Dress Accordingly
Every work field has its own dress code; one does not dress the same if one works at
the “Milla de Oro” or if one works at room full with pre-schoolers. Acknowledge this fact
and embrace it. Colors also have their impact. Avoid aggressive colors like orange or
aqua or fuchsia. For TV appearances, avoid small prints.

2- Details Are Important

I always remember one man I interviewed, who wore a classic-cut suit, obviously
expensive, but his shirt was not pressed and his shoes were screaming for a shine cloth.
This caught my attention, and surely also the viewer’s. The same happens with women’s
fingernails. You do not have to go to extremes like me (I keep them short, with clear
nail polish). If that is not your style, find a middle ground: three-inch fingernails with
designs will call more attention than your message. Everyone will remember your nails,
and no one will remember what you said. The key here is how good a spokesperson are
you for your company or goal, not your personal taste. In private life, dress as you
choose. But when you speak in public you do it on behalf of your organization or your
professional image, so pay attention to details.

3- For Men
It does not matter if you wear a $1,500 or a $200 suit: make sure it fits you, the hems
are the correct size, the socks match the suit, and you feel comfortable. There is nothing
so disgusting as to see a man whose jacket buttons look like bursting in any moment, or
with jacket sleeves five inches shorter than the shirt’s.

4- Control Your Gestures: Posture

Good posture makes you look thin, and favors your image in photos. In addition, good
posture communicates self-reliance and a positive attitude. Bad posture communicates
shyness and carelessness.

Never cross your arms in front of your chest, since you look defensive. And the easiest
strategy, the one we tend to forget under stress: smile.

5- During an interview, always look at your interviewer, unless you are

instructed not to do so.

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6- Be on time for your interview or event, and take some minutes to
familiarize yourself with the place.

7- Avoid ‘Nervous Ticks’

Avoid “nervous ticks” and repetitive words and phrases. This is not easy, since they are
gestures and words we repeat as transitional elements in a conversation, or that we use
unconsciously. The first thing you need to do is to identify those gestures and words
that communicate insecurity or lack of language skills. Once you know what they are,
for which you probably will nedd help, try to be aware of when you use them, and work
to control them. This will take practice and dedication, but anyone can do it.

8- Lee Iaccoca
As for voice tone and projection, there is an interesting quote from Lee Iacocca: “Each
time you talk you are putting on a performance”. With this in mind, think of journalism
as the art of making information understandable. If you do not speak clearly and do not
communicate exactly what you want to say, the journalist will do this interpretation for
you. That means you have to pay attention not only to the words -- the content of your
message-- but to inflexion and cadence, those lows and highs that grab the listener’s
attention.

9. Body Gestures (The three of us. 15 minutes)

Body language is everything you communicate through your movements and gestures,
which can give away your feelings o perceptions about your interlocutor. When you talk
with one or several persons, you send thousands of signals and messages through your
behavior.

This is a list of gestures and what they usually tell: (photos, the there of us)
1. Touching your jaw Making a decision
2. Interlacing your fingers Authority
3. Pulling your ear Insecurity
4. Looking down Not believing what you hear
5. Rubbing your hands Impatience
6. Squeezing your nose A negative evaluation
7. Softly drumming your fingers Impatience
8. Sitting with your hands grabbing
the back of your head Self-reliance, superiority
9. Inclining your head Interest
10. Palm of your hand open Self-reliance, frankness, innocence
11. Walking straight, tall Self-reliance, confidence
12. Stand with hands on your hips Good disposition to do something
13. Fidgeting with your hair Lack of confidence, insecurity
14. Biting your nails Insecurity
15. Resting your head on hands Boredom
16. Looking at the floor Boredom
17. Putting your ankles together Apprehension, fear
18. Holding your hands to your back Anger, frustration, apprehension
19. Crossed legs, balancing one foot Boredom

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20. Crossing arms at chest level Brazos Deffensive attitude
21. Walking with hands in pockets Discouragement
22. Walking with droopy shoulders Discouragement
23. Hands on your cheeks Evaluating
24. Rubbing an eye Doubts
25. Lightly touching your nose Lying, doubting, rejecting something

15. Q&A Session

15
Who we are
Mission
“The Gulf team will pursue continuous improvement in all phases of our business
of distributing energy related products to our customers safely and in an
environmentally responsible manner to our customers, while discovering new
challenges and opportunities.

We are committed to create opportunities for our employees to achieve their full
potential through recognition and respect with highest professional and ethical
standards.”

History
CPC operates a 50,000 barrels per day petroleum (BPD) refining facility at the
site. Refinery operations commenced at the site in 1955 under the name of
Caribbean Refining Corporation. The facility was purchased in 1962 by the Gulf
Oil Corporation at which time the name was changed to Caribbean Gulf Refining
Corporation. Chevron Corporation acquired ownership of the site when it merged
with Gulf Oil-Corporation in 1984.

Caribbean Petroleum Corporation (CPC) was formed in 1987 through the merger
of (1) Caribbean Gulf Refining Corp., (2) Gulf Petroleum S.A., and (3) Compañía
Petrolera Chevron, Inc. Since then the refinery facility has been operated
intermittently.

In 1996, CPC created profit centers for the service stations and the refinery and
terminal to better serve its customers.

Puerto Rico Oil Industry Overview

Oil Consumption
Total petroleum products consumption is approximately 185,000 BPD, including
60,000 BPD motor gasoline, 15,000 BPD jet fuel and kerosene, 20,000 BPD
diesel fuel and 80,000 BPD heavy fuel oil. Historically, consumption has
experienced an annual growth rate of about 2.5%, and that rate is expected to
continue for the foreseeable future.

Staff

Ram Zeevi
Managing Director

CPA Nicolás López

Chief Financial Officer
 Eng. Norberto Sepulveda
Planning & Economics Manager

Eng. Julio Hernández

Refinery & Terminal Manager

Eric Guzman
Sales & Marketing Manager

Norma Cotti, Esq.

Legal Counsel

Values
We believe …
In our employees who are our greatest asset, their talent and dedication are the
foundation of our success.
In our suppliers and customers, who make our business possible and allow us to
serve their needs.
In our dedication to achievement, growing and competing in a broad international
market and remaining in the forefront of technology and change.
In our experienced professional management that combined with a highly trained
technical workforce make CPC a high quality refiner of petroleum products and
chemicals.

Services & Products

Caribbean Petroleum Corporation (CPC) operates a petroleum refinery, inland
distribution facilities, and a marine loading operation. The tanks, loading racks and other
equipment can be used interchangeably for distribution and redistribution. When the
refinery is not processing crude, the distribution facilities, including the marine terminal,
are used for blending, storage and redistribution activities.

In addition, CPC has under contract 210 Gulf service stations in Puerto Rico to market
gasoline and diesel under this brand name.

Product Services

1. Crude/fuel oil 1. Terminaling and storage services

2. Gasoline 2. Blending
3. Diesel
4. Jet Fuel (12 inches diameter)

Facilities
The CPC facility is located in the Luchetti Industrial Park in Bayamón in the
Commonwealth of Puerto Rico. It is near San Juan where 65% of all petroleum products
are consumed. The plant is about five miles south of the northern coast of the island and
the Caribbean Sea. Geographic coordinates are: latitude 18° 25' 30", longitude 66° 8' 10".
.

The CPC refinery site encompasses approximately 179 acres, of which 115 are
developed. The facility is divided into a tank farm, a process area, administration area,
and a wastewater treatment facility. In addition CPC owns and operates a loading dock
facility on the San Juan Bay in Guaynabo, approximately two and one-half miles from
the site.

Free trade zone

CPC operates a Foreign Trade Zone (FTZ) in its facility. The FTZ includes all the
storage tanks, pipelines and docking facilities. Petroleum related products
imported through the FTZ avoid US Customs duties and tariffs if they are
subsequently exported to foreign countries or to another FTZ in the United States,
US Customs duties and tariffs plus local excise taxes for products in the FTZ are
deferred until the products are introduced into US Customs territory, normally at
the time of exit from the CPC facility.

Refinery
The CPC Bayamón refinery is a sour crude cracking refinery. The refinery has
been expanded and modernized in several stages from its original design capacity
of 10,000 barrels per stream day (BPSD) in 1955 to the current capacity of 48,000
BPSD today. A total refurbishment of all the process equipment was made in
1998 - 99 at a cost of $35 million. The refinery was shutdown in August 2000
because of poor refining margins. The refinery operated only 14 months after the
refurbishment, short of the expected 5 years cycle between turnarounds.

Crude oil is pumped from tankage to the No.1 and No.2 crude units where it is
separated by atmospheric distillation into several fractions. The lighter fraction,
naphtha, is sent to the gasoline stabilizer for removal of the liquefied petroleum
gas (LPG) and the stabilized naphtha is sent to the reformer. In the reformer the
naphtha octane is increased from about 50 to 98 RON. The high octane reformate
gasoline is used primarily to make unleaded premium gasoline. The second
fraction distilled in the crude units is used to make kerosene and jet fuel. The third
fraction is used to make diesel. The Gulfiner, a distillate hydrotreater, receives the
diesel from the crude units and removes the sulfur and other impurities. High and
low sulfur diesels are produced in the Gulfiner.

The heavier product, removed from the crude distillation units, is sent to the
vacuum distillation unit for removal of gas oil, a lighter material. The heavy
product out of the vacuum unit is blended with lighter materials and used to make
fuel oil and asphalt. The gas oil is sent to the Fluid Catalytic Cracking (FCC) unit
where it is cracked into smaller molecules producing gas, gasoline, LPG, and
diesel type material. The gasoline produced in the FCC unit is used primarily to
make unleaded regular gasoline. Highly olefinic LPG is sent to the
Polymerization unit and converted into unleaded regular gasoline. Both the FCC
and Polymerization gasoline are treated in the Merox unit before being sent to the
tankage for blending into finished unleaded gasoline. Gases from the FCC,
Reformer, Gulfiner, and Polymerization units are sent to the amine unit for the
removal of sulfur. The sulfur compounds are then sent to the Sulfur Recovery
units for the production of elemental sulfur.

Utilities

The utility equipment in the facility consists of four steam generation boilers that
produce about 150,000 pounds per hour of 250 psig steam. The largest boiler is
the CO boiler with a capacity of 75,000 pounds per hour of superheated steam.
Two induced fan cooling towers of about 12,000 gallons per minute water
circulation supply the required cooling capacity for the refinery. Electric power is
supplied by two redundant 38,000 volts lines. Two 100% capacity each
transformers step down the electricity to 4,160 volts for major consumers.
Additional transformers step down the electricity to 480 volts for smaller users.
Compressed air is supplied for instrument and plant air by two 1,500 CFM Elliot
dry air compressors. The refinery is operated from a distributed control system
located in a central control room.

CPC also operates a wastewater treatment plant for the process and contact water
generated in the refinery and the terminal. The terminal facilities are manned 24
hours a day, seven days a week. Around the clock security guards are on duty at
the main entrance, the loading racks, and the dock.

Service Stations
Puerto Rico has approximately 1,400 service stations from which 67% of the total
volume of petroleum product is marketed by the four major companies:
CPC/Gulf, Esso, Shell, & Texaco. The remaining 33% of the market belong to
various independent companies,

Dock
The marine/fuel terminal serves as our logistic center. CPC's dock is the only
privately owned docking facility in the San Juan Bay. The facility allows loading
and unloading crude oil, as well as clean and black products, It can handle two
barges simultaneously, or one large ship up to 60 MDWT with 38 feet of draft
single hull and 39 feet double hull vessel. The dock is connected to the refinery by
pipelines.

Pipelines
CPC pipelines consist of six carbon steel pipelines of various diameters that run
from the refinery to the dock and to the Cataño Oil Dock. The pipelines also
connect to the Puerto Rico Electrical Power Company (PREPA) fuel oil and
diesel pipelines. The pipes run aboveground except at two highway crossings
where they run underground through casings. The 13,000 feet of piping run
through a strip of land to which CPC has a right of way. The pipelines service is
as follows:

 Crude/fuel oil ( 24 and 12 inches diameter)

 Utilized for the receipt of crude or fuel oil from ships to the CPC storage
tanks and to load barges for distribution of bunker fuel in the San Juan
bay.
 Connects to PREPA 's San Juan and Palo Seco power generating plants.
The deeper draft of CPC's dock is frequently utilized to receive larger
ships and pump the product directly to PREPA 's tanks. Fuel oil is also
pumped from CPC's tanks to PREPA 's tanks through the pipelines.
 Gasoline (20 inches diameter)
 Ships and barges are loaded from the CPC tanks to the dock and unloaded
from the dock to the CPC tanks through this pipeline. The pipeline also
connects to the Esso, Shell, and Texaco facilities at the Cataño Oil Dock
in Puerto Nuevo and is used to pump gasoline to each of the terminals.
Gasoline is also received by ship from the Cataño Oil Dock to the CPC
tanks.
 Diesel (12 inches diameter)
 Ships are unloaded to CPC or PREP A's tanks via this pipeline.
 Barges are loaded to supply marine diesel to cruise and cargo ships in the
San Juan bay.
 The pipeline also connects to the Esso, Shell and Texaco facilities at the
Cataño Oil Dock in Puerto Nuevo and is used to pump diesel to each of
the terminals. Diesel is also received by ship from the Cataño Oil Dock to
the CPC tanks.
 Diesel is pumped from the CPC tanks to PREPA tanks for burning in peak
load turbines.
 Jet Fuel (12 inches diameter)
 Ships and barges are loaded from the CPC tanks to the dock and unloaded
from the dock to the CPC tanks through this pipeline. The pipeline also
connects to the Esso, Shell and Texaco facilities at the Cataño Oil Dock in
Puerto Nuevo and is used to pump jet fuel to each of the terminals. Jet fuel
is also received by ship from the Cataño Oil Dock to the CPC tanks.
 Jet fuel produced at the refinery or imported is sent through this pipeline
to the pipeline serving the San Juan airport. Fifty percent of the jet fuel
consumed at the airport is handled through these facilities.
 Treated Wastewater (8 inches diameter)
 Treated wastewater is pumped to the San Juan Bay as part of the facility
discharge NPDES permit. Liquefied Petroleum Gas (propane or butane)
was received by ship into the CPC tanks through this pipeline until
November 2002 when it was converted to wastewater service.
 Tank Farm
The tank farm includes tanks for: crude, unfinished products, clean finished
products, and black finished products. Also, we can store LPG in our tanks. The
crude tanks are converted to finished products while the refinery is out of service
to enhance the storage capabilities of the terminal. Teminaling and storage
services are given to third parties for gasoline, jet fuel, diesel, fuel oil, and LPG.
Most of the tanks have product blending capabilities. Gasoline components are
imported and blended into finished gasoline. Fuel oil components are imported by
clients, CPC blends those components to the client's specifications.

Loading Racks
The facility is capable of dispensing all the products that are handled through the
truck loading racks. The facilities are as follows:
 A clean oil loading rack: Three-island, fully automated bottom loading rack
for gasoline and diesel oil
 A LPG loading rack with two islands
 A Black Oil loading rack: a two-island facility for handling fuel oils, diesel,
and asphalt

Clients
Customer Base
 Puerto Rico has a motor vehicle population of 1.5 million gasoline consuming
vehicles.
 As a Central hub for the Caribbean Basin, San Juan International Airport,
along with other local airports, are major users of jet fuel.
 Manufacturing, transportation and construction firms use kerosene and diesel
fuels, as well as supply for ship bunkering.
 Fuel oil is sold to the government utility company (PREPA), and additional
volumes are sold for ships bunkering.

Community Involvement
Workforce
Our community involvement starts with our people. CPC directly employs 65
professionals and technicians in a variety of fields. In addition, we contribute to
the creation of indirect employment in Puerto Rico through the contracting of
different firms. They provide us with services and materials that make our
operation possible and reliable.

Leatherback Turtles (see separate document)

The U.S. Federal government has listed the leatherback as endangered worldwide
since June 2, 1970.Within the U.S., the leatherback is known to nest in
Southeastern Florida, Culebra, Puerto Rico, and St. Croix. In 1982, Peter
Pritchard estimated that 115,000 adult female leatherbacks existed worldwide and
 that roughly half of them probably were nesting in western Mexico. In recent
years, however, the number of nesting leatherbacks has been in an alarming
decline. Current estimates are that 20,000-30,000 female leatherbacks exist
worldwide.
CPC, in its effort to be a good neighbor within the Puerto Rican community and
the environment, has adopted the Project for the Conservation of Leatherback
Turtles in Culebra, PR. We cordially invite you to know these beautiful creatures
and help us preserve them.

Environment & Safety

CPC has an on-going commitment to environmental quality and compliance plus
being a good neighbor to the surrounding communities. We have devoted
considerable capital and a large portion of our engineering design group, and are
working with top-rated environmental consultants toward the goal of reaching
permanent solutions to any new development of environmental concerns.
CPC works very closely with both the local pollution control authorities, i.e., the
Environmental Quality Board (EQB) and the Federal Environmental Protection
Agency (EPA). The Company has allocated an appropriate budget in the capital
expense forecast to handle these projects.

Permits
The CPC facility is subject to United States and Puerto Rico regulations in the
fields related to its type of business. The facility has all the environmental and
safety related permits and contingency plans for its refinery and terminaling
operations.

Newsletter & Press releases

Contact us
Mailing Address: Physical Address
PO Box 361988 Luchetti Industrial Park
San Juan, PR 00936-1988 Bayamón, PR

Telephone Fax
1 (787) 620-0101 1 (787) 622-8222
 Cápsula de Servicio Público 1 – Radio (30ss)
GULF

Locutor

¡No la pises!

Si vas por el expreso, mantén

el límite de velocidad
que establece la Ley.

Según las estadísticas,

si viajas a 70
en vez de a 55 millas por hora,
consumirás hasta 20% más en gasolina.

Chico, cógelo suave y ahorra dinero.

Un mensaje de Gulf,
orgulloso auspiciador
del proyecto de tinglares de Culebra.

Con Gulf vas a llegar.

Banners Promotores
tamanno: 4x20 pies 1 promotora x establecimiento de gasolina
color: full color 200 promociones (promotoras/es)
cantidad: 400 1 supervisor por cada 10 supervisoras/es
20 supervisores
Opcion 1: Next Day Signs 200 montajes
Raul Ojeda
250-8472 Opcion 1: Julio Alvarado Promotions & Events
sub- total: 54,600 760-3393 *compania que usa Heineken
*sin instalacion 200 promotoras x 9 horas diarias x 1 dia ($20.00)
Instaladores JBL sub-total: 36,000
Jose Rivera 20 supervisores x 5 horas diarias x 1 dia
380-3513 sub-total:
$50 x banner 1 montaje por cada estacion de gasolina x 200 gasolineras
instalacion: 20,000 sub-total:
total: 74,600 total: 36000

Opcion 2: JM Signs Opcion 2: Global Promotions

243-7330 Liliana Padron
sub-total: 50,000 200 promotoras x 9 horas diarias x 1 dia ($14.75)
instalacion: 5,000 sub-total: 26,550
total: 55,000 20 supervisores x 9 horas diarias x 1 dia ($13.50)
sub-total: 2,430
1 montaje por cada estacion de gasolina x 200 gasolineras ($10.00)
sub-total: 2,000
total: 30,980 diarios, de hacerce las 200 un mismo dia
* por razones de personal es sugerible dividirce por regiones

Articulos promocionales
Gorras y camisas de color (220 c/u)

Opcion 1: Mari Mas (616-6274) Opcion 2:

Gorras: $3 c/u Gorras:
subtotal: 660 subtotal:
Camisetas: $4.50 c/u Camisetas:
subtotal: 990 subtotal:
total: 1650 *aprox total: 0
 Cápsula de Servicio Público 1 – Radio (30ss)
GULF

Locutor

Gulf te aconseja
sobre cómo ahorrar gasolina:

Si vas por el expreso, mantén

el límite de velocidad
que establece la Ley.

Según las estadísticas, los vehículos pueden consumir

hasta 20% más gasolina si viajan a 70 millas por hora
en vez del límite de 55 millas por hora.

Cumple con la Ley y estarás ahorrando combustible.

Un mensaje de Gulf,
orgulloso auspiciador
del proyecto de tinglares de Culebra.

Con Gulf vas a llegar.

Dear Rami:

I hope everything is going well with your new baby! I know mother and son are
doing great. I will see you all tomorrow.

There are several things I need to follow up on according to our work plan:

A- The graphic artist presented us some preliminary ideas. They were not
exactly what I wanted to present you, so I send her back to the drawing
board; I will have a meeting with her this week. This is a normal creative
process, but when I show you this campaign I want to feel completely
comfortable with I am recommending. The copy (text) part the copywriter
submitted I liked very much and are working around it.
B- An approval of the logo “Con Gulf vas a llegar” or “You are going to get
there” (we send you a creative narrative for this several weeks ago) is very
necessary and key for the concept of the whole campaign. In the ad we
did recently for the CUD (an emergency congratulatory ad; no relation with
the campaign) we were instructed to use the old slogan (Gulf, al servicio
de tu automobil) which was the right call in absence of an approved new
one. But this slogan is old fashioned, not engaging, and of course,
consumers don’t care about products in service of their cars or appliances,
but in service to them. The whole focus is not what we should be using.
We submitted to you several slogans; we recommend “Con Gulf vas a
llegar” for many reasons and because it appeals to so many things, but
your team should pick one so we can carry on with the creative process
and present you a formal campaign around it (we are working at it
anyway, being flexible, but the rest of the concept should be in sync with
the slogan).
C- We should record and air the radio campaign ad. This is much simpler to
execute and you have a lot of money invested in radio stations that should
be used. The more I read what going on in worldwide for the industry, the
more convinced I am that this effort to communicate with the local public
should be done now. When things get more difficult, as we know they
probably will, the public should already have a relation with the brand, an
empathy that should be created and nurtured now. It will be amazingly
useful in the near future.
I am sure that because of Eric’s excellent relationship with the sales
people in the media, they are making an exception for CPC, but the rule in
the industry is that if you have and exchange of services and do not use
yours for a long time, they can make it hard for you to use that money. We
spoke to Nora Plaza (Radio Isla) and the rest of the contacts and
everything is fine, but let’s not press our luck and get on with the
recording. As stated in the plan, we are talking just about radio ads, but
some integration ideas and participations in programs with mini- sections
that can be consumer or environment related.
 We can hire a professional recognized voice to do this ads, or I can simply
record them myself (not the best voice in P.R., but free of extra charge for
you, of course) or you can hire a couple or talents, male and female. The
point is to get it done as soon as possible. The only thing we require for
this is the approved slogan: the written copies or texts are simple and can
be recorded and renovated easily.
D- The December party’s coordination is going well: Awilda and Guchy are
analyzing several proposals and keeping me up to date.
E- When you have a moment I would like to sit down with you and talk about
coordinating some one on one interviews. Will talk about this in person
and the ideas I have.

I hope to hear from you soon. Take care!

 Racional Creativo
Campaña Institucional y de Servicio Público
GULF

Frase de campaña

CON GULF VAS A LLEGAR

Racional creativo

La frase de campaña tiene como objetivo principal crear un sentido de confianza por parte de
nuestro público objeto hacia la marca Gulf. La frase “CON GULF VAS A LLEGAR” inspira
seguridad, convicción y compromiso. Es asertiva y positiva. La afirmación es perfecta para el tipo de
producto que ofrece Gulf, puesto que el propósito principal de la gasolina es, precisamente, lograr que
los consumidores ‘lleguen’ a su destino. Pero, además de esta interpretación literal, la frase tiene otros
mensajes implícitos. “Llegar” puede entenderse también como “lograr”. En otras palabras, con Gulf
vas a lograr... economizar dinero en gasolina, mayor potencia en tu auto, más rendimiento, etcétera.
En ese sentido, la frase es flexible para utilizarse de forma efectiva, no solamente para la campaña
institucional, sino también para la campaña educativa de servicio público. En este renglón, habremos
de dar consejos prácticos sobre cómo ahorrar dinero en gasolina. El eslogan “CON GULF VAS A
LLEGAR” le comunica al usuario de gasolina que gracias a nosotros y a nuestros consejos van a
‘llegar’ a la meta de ahorrar en el consumo. En resumen, la frase de campaña sugerida es pegajosa,
fácil de recordar y con un mensaje claro y sencillo, que aporta a un posicionamiento adecuado de la
marca en la mente del consumidor.
Ram Zeevi holds a degree in Business Administration from the US International
University-San Diego, CA. In 1988 worked as Financial Analyst for Bear Sterns in Wall
Street. From 1990 to 2000 led a variety of activities in US mainly in the fields of energy,
gasoline distribution, real estate development and management. He joined Caribbean
Petroleum Corporation in 2001 as Managing Director.

Ram Zeevi tiene un Bachillerato en Administración de Empresas de la US Internacional

University-San Diego, CA. En 1988 trabajó como Analista Financiero para Bear Sterns
en Wall Street. De 1990 al 2000 dirigió varios negocios en Estados Unidos
principalmente en las áreas de energía, distribución de gasolina, bienes raíces y gerencia.
Desde el 2001 se desempeña como Director de Caribbean Petroleum Corporation.
Ley de Zona Unica gasolina

El presidente de la Comisión de Asuntos del Consumidor de

la Cámara de Representantes, Jorge L. Navarro Suárez,
anunció que la comisión que preside investigará las
alegaciones de que tres mayoristas de gasolina han
desarrollado esquemas para burlar la Ley de Zona Única.

De acuerdo a la Ley de Zona Única (Ley 74 de 25 de

agosto de 2005), los mayoristas y distribuidores de
gasolina tienen prohibido fijar precios distintos en el
producto o renta a los detallistas de la misma marca, con
el fin de evitar la desigualdad en la competencia.

Dicha medida fue presentada fue suscrita por Navarro y

trabajada por la Comisión el año pasado.

La investigación que se realizará, ordenada por la

Resolución 5075, pretende determinar si los mayoristas han
vuelto a la práctica desleal de cobrarles a sus detallistas
precios distintos por la venta del producto, ya que esa
práctica tiene el efecto de que el consumidor pague la
gasolina a precios más caros en unas zonas.

“Vamos a estar bien atentos, sobre todo ya que somos co-

autores de la Ley de Zona Única, a que se esté cumpliendo
con esta ley y vamos a traer a vistas públicas, tanto a los
detallistas y mayoristas, así como al Secretario del DACO,
para evaluar y determinar que es lo que realmente está
pasando con el precio de la gasolina”.

Por su parte, el Comité de Energía de Puerto Rico y el Caribe (EcoPR), no

quiso discutir los aspectos relativos en materia de precios específicos, ni
cualquier otro asunto que implica la evaluación de los sistemas de mercadeo,
contratación o estrategias de negocios de las empresas.

La entidad que agrupa a las empresas bajo investigación, alegó que a poco
menos de un año de la implantación de la “Ley de la Zona Única”, se ha
demostrado un patrón de reducción en el número de estaciones.

El director ejecutivo de EcoPR, Luis Bernal, expresó que el patrón de

reducción en el número de estaciones también demuestra una reducción
significativa en el número de estaciones abanderadas y un incremento en
el total de estaciones independientes.

“Este panorama nos conduce a preguntarnos si en efecto la Zona Única de

precios ha beneficiado al mercado o por el contrario, está creando que
cada día hayan menos estaciones de servicio accesibles al consumidor y
con ello se limite la oferta al consumidor y consecuentemente la
imposibilidad de disfrutar precios competitivos”, opinó Bernal.

El ponente aseguró que la eliminación mediante legislación del mecanismo de

zonas de precios se realizó sin contar con el beneficio de un estudio empírico
que mostrara los efectos del mismo sobre el consumidor.
 Anuncio Servicio Público 1 - Prensa
GULF

TITULAR

¿Mucha presión?
TEXTO

Según estudios, puedes ahorrar dinero en gasolina

si mantienes la presión correcta en las gomas de tu carro.

Está comprobado que la eficiencia de la gasolina se reduce en un 2%

por cada libra de presión de aire que esté por debajo de lo recomendado.

Verifica el manual de tu vehículo

y mide la presión de tus gomas por lo menos una vez al mes.

Tú puedes ahorrar en gasolina...

Un consejo de tus amigos de...

Con Gulf vas a llegar...

April 12, 2006

Dear Mr. Zeevi:

I am writing to respectfully submit a proposal for professional services and to request a

meeting to discuss how I can be of service to your corporation. I am a professional
governmental and political strategist now based in Puerto Rico, who enjoys an excellent
reputation among both legislators and staffers in the Capitol. My experience of over 15
years in this industry has allowed me to develop and maintain close relationships with
key legislators and government officials from across the political spectrum. This is what
places me in a different position from other lobbyists, as I work closely with elected
officials from all parties. My strategic skills provide my client’s with the peace of mind
that their issues will be well addressed and/or protected constantly, as my presence in
the Capitol on a daily basis, not on an issues basis, as many other lobbyist work. I hold
regular meetings with Committee directors and key Committee members to keep them
abreast of my client’s particular issues. I am very agile in presenting and moving
legislation through the legislative process and have the key contacts to move swiftly. I
also regularly attend political fundraisers to insure my continued relationships with
elected officials.

Currently, there are 21 legislative projects and/or resolutions presented before the
legislature directly related to your industry. Proper monitoring of such a staggering
amount of legislation will provide you with the necessary information to make informed
and strategic decisions involving your business. Following please find the services I offer
as part of my professional services agreement.

- Submit a monthly legislative report that includes newly presented legislation,

follow-up of active legislation (including analysis of non-public related
information), potential strategies relating to the issues presented in the
legislation, public hearing briefings with analysis and potential strategy
- Hold meetings with Legislators and/or staffers as needed
 - Maintain key legislature members informed regarding issues relevant to the client
and/or it’s industry
- Hold and/or attend meetings, telephone calls, conference calls with client as
required by client
- Conceive and draft a short term and long term strategic plan according to
corporate goals with client
- Advice client on public positions as they relate to the legislature and/or regulatory
agencies
- Travel as may be required by the client (travel expenses are to be paid for
separately by CLIENT)

I work under a very strict work ethic and extreme confidentiality (clauses which are
included in my agreement). I also do not engage in professional services with
competitors, and have a waiting period when an agreement has ended before taking
another client in the same industry, as part of my work ethic.

The prospect of providing my services to you is very exciting, as it is an ever-evolving

industry, which is continuously subject to legislative and regulatory actions. This makes
the prospect very challenging. Due to his, and my conversations with Karem Mieses, I
am here fore offering my services for a reduced monthly fee of $5,500 (instead of my
regular fee of $6,500), for a one year agreement. I have also included my credentials for
your review, as I look forward to meeting you soon.

Thank you very much for your kind attention to this matter, yours, I remain,
The legislative environment in Puerto Rico is constantly evolving. It is a place where, as demonstrated
recently, laws get passed with amazing speed, while on other occasions they linger. Having a professional
lobbyist in the Capitol insures your corporate interests are monitored and protected. It provides you and
your corporation or association with a peace of mind that anything affecting your business or interests will
be addressed swiftly and professionally. Additionally, a lobbyist will seize opportunities to introduce
legislation, which benefits your corporate and policy goals, while working to curtail legislation from
adversary influences.

The advantages of an individual lobbyist versus a firm:

- The individual lobbyist has a constant personal presence in the Capitol, whereas the firm will
make occasional visits regarding specific issues.
- The individual lobbyist will design and pursue a targeted and tailored legislative strategy to fit the
client’s specific needs, and has the flexibility to meet the challenges of daily changes in
legislative trends, whereas the firm will tend to stick to the outlined strategy with little flexibility.
- The individual lobbyist has personal relationships, not only with the legislators but with the
respective staff’s, which are the one that draft and move legislation, as well as the ones that are
aware of everything that is happening on a daily basis, whereas the firm has relationships mostly
with the legislators only.
- The individual lobbyist has no overhead, so there are no hidden or sudden billings for particulars
such as extra hours, attorney fees, clerical expenses and entertainment expenses.

Enclosed you will find my statement of qualifications and my curriculum vitae for your review.
 SOCIAL GATHERINGS FOR CPC STAFF

FAMILY DAY

Date: Mid-august 2007

Place:Parque Kofresí, Gurabo

Time: 10:00 am to 4 pm

Decor: No special décor is necessary. Parque Kofresí is an open and relaxed place.

Music: Parque Kofresí provides a DJ

Food: The place offers hot hor'douvres, full lunch, hamburgers and hot dogs for kids.
cotton candy, and pop corn.

Beverages: Hard Liquor is not recommended. Beer, wine and fruit juices should
be served.

Entertainment: Parque Kofresí coordinates sports and goofy games and provides
entertainment for kids.
It has a swimming pool with lifeguard.
Employees should be encouraged to form teams for the games.

A flyer could be prepared inviting employees and family. Follow-up is very important.

CHRISTMAS PARTY

Date: Nov.30 2006

Place: Club Nautico de San Juan
Time: 7-8:00 pm--Welcome Cocktail
8-9:00 pm--Dinner This could be a buffet or sit down dinner
9-9:30 pm--Protocol and raffle
9:30-1:30 pm--Dancing
12:00 am--Midnight "asopao"

Decor: Special ambiance should be designed according to the theme selected.

Music: A band to be complemented with a DJ

Beverages: Company could serve a full open bar or just serve beer and wine for
cost-containment and control of alcoholic consumption. It can also
combine serving beer and wine during the cocktail and dinner, and then
open the full bar after dancing begins.

A special invitation should be produced and distributed approximately four (4) weeks
before the event. Follow-up and confirmation should begin at this moment as hotels
require final confirmation four days before the event.

As this is a Christmas party, attendees could receive a gift as souvenir. This should
be tailored made for the Company.
REPORTE DE COBERTURA DE MEDIOS

CLIENTE: GULF/ CAPECO

PROYECTO: PRECIOS DE LA GASOLINA/ MEYORISTAS/ VENTA/ TINGLARES

PERIODO QUE CUBRE: ABRIL-AGOSTO 2006

A CONTINUACIÓN, DESGLOSE DE LOS MATERIALES QUE SE PUBLICARON EN DIFERENTES MEDIOS DE COMUNICACIÓN. LOS TOTALES REPRESENTAN LA CANTIDAD DE DINERO QUE ESTA INVERSIÓN EN PAUTAS LE HUBIESE COSTADO.

PRENSA ESCRITA

MEDIO FECHA SECCIÓN/PÁGINA TAMAÑO TARIFA TOTAL TEMA

EL VOCERO 4/3/06 LOCALES/P.10 13 X 6 COLS $ 70.00 $ 5,460.00 REVES DEL TRIBUNAL CONTRA CAPECO

SAN JUAN STAR 5/31/06 LOCAL/P.7 3" X 6 COLS $ 64.00 $ 1,152.00 PREPA SIGNS DEAL TO BUY FUEL FOR PALO SECO PLANT IN BRAZIL

EL VOCERO 5/31/06 LOCALES 13" X 6 COLS $ 70.00 $ 5,460.00 AEE FIRMA CONTRATO CON BRAZIL

EL NUEVO DIA (F/C) 6/1/06 EXPRES 5" X 4 COLS $ 80.00 $ 3,600.00 MANEJO CON LOS PRECIOS

EL NUEVO DIA 6/1/06 PORTADA P. 6-7 13" X 6 COLS./2 $ 80.00 $ 12,480.00 BURLAN LA LEY TRES MAYORISTAS/ OYE DACO QUEJAS DE DETALLISTAS

EL NUEVO DIA 6/2/06 P. 30 10"X2COLS $ 80.00 $ 1,600.00 A JUSTICIA LOS MAYORISTAS

CARIBBEAN
6/15/06 P.2 13"X3COLS $ 98.00 $ 3,822.00 CARIBBEAN PETROLEUM PLANNING TO REOPEN CATANO REFINERY
BUSINESS
CARIBBEAN
6/22/06 P.46 10"X6COLS $ 98.00 $ 5,880.00 GASOLINE WHOLESALERS SOUND ALARM OVER LOCAL MARKET IMPEDIMENTS
BUSINESS
PRIMERA HORA
6/26/06 DINERO Y CONSUMO P.35 4"X2COLS $ 57.00 $ 2,156.00 GULF Y PRETECCION DE TINGLARES
(F/C)

SHELL CHEMICAL YABUCOA, INC. LANZA NUEVO PRODUCTO "COMBUSTIBLE DIESEL ULTRA BAJO
EL VOCERO (F/C) 6/30/06 YABUCOA P.7 13"X3COLS $ 70.00 $ 4,330.00
EN AZUFRE

LA REGATA JUNIO/2006 P.33 13"X4COLS $ 780.00 $ 780.00 AUSPICIA GULF PROYECTO DE TINGLARES EN CULEBRA
EL NUEVO DIA 7/14/06 P.83 13"X6COLS $ 80.00 $ 6,240.00 ABRIGAN AL TINGLAR PLAYAS DEL NORESTE
PRINERA HORA
7/24/06 P.20 10"X4COLS $ 57.00 $ 3,980.00 VITAL PROTEGER LOS TINGLARES
(F/C)
 TINGLAR ESPECIE SE MANTIENE ESTABLE TRAS CONCLUIR TEMPORADA DE DESOVE EN EL
EL VOCERO 8/7/06 P. 10-11 13"X8COLS $ 70.00 $ 7,280.00
VERANO

SUB-TOTAL $ 64,220.00

*Las pautas a color tienen siempre un costo adicional standard.

* Estas noticias mencionan directamente a Gulf pero no constituyen reacciones de la organizacion.

MEDIOS ELECTRÓNICOS

MEDIO FECHA CANTIDAD TARIFA TOTAL TEMA

LA REGATA JUNIO/2006 13"X4COLS AUSPICIA GULF PROYECTO DE TINGLARES EN CULEBRA

TODO LO PUBLICADO EN PRENSA SE PUBLICA EN LA

ENDI.COM 3 REPORTAJES APROX. ######## $ 12,000.00
PAGINA ELECTRONICA

TODO LO PUBLICADO EN PRENSA SE PUBLICA EN LA

VOCERO.COM 4 REPORTAJES APROX. $ 700.00 $ 2,800.00
PAGINA ELECTRONICA

TODO LO PUBLICADO EN PRENSA SE PUBLICA EN LA

PRIMERAHORA.COM 2 REPORTAJES APROX. ######## $ 6,720.00
PAGINA ELECTRONICA

SUB-TOTAL $ 21,520.00

*Las pautas son mensuales.

*Las noticias se mantienen en la pagina principal por 24 horas y luego se pueden accesar a traves del archivo electronico.

*Las noticias que se publican en prensa se publican en el internet. No necesariamente lo que se publica en internet se publica en prensa.

REVISTAS

MEDIO FECHA SECCIÓN/PÁGINA TAMAÑO TARIFA TOTAL TEMA

SUB-TOTAL $ -

ENTREVISTAS DE TELEVISION

MEDIO FECHA SECCIÓN/ HORARIO DURACIÓN TARIFA TOTAL TEMA

CANAL 11 ########
CANAL 4 $ 500.00
CANAL 2 ########
CANAL 6 $ 500.00
SUB-TOTAL $ -

* El cálculo se hizo a base de los costos de pautas comerciales de 30ss.

ENTREVISTAS DE RADIO

MEDIO FECHA SECCIÓN/ HORARIO DURACIÓN TARIFA TOTAL TEMA

WKAQ 6/22/06 30SS APROX $ 135.00 $ 135.00 LECTURA DE INFORMACION ENVIADA SOBRE TINGLARES

NOTI UNO 6/22/06 30SS APROX $ 180.00 $ 180.00 LECTURA DE INFORMACION ENVIADA SOBRE TINGLARES

WAPA RADIO 6/22/06 30SS APROX $ 35.00 $ 35.00 LECTURA DE INFORMACION ENVIADA SOBRE TINGLARES

RADIO PR 6/22/06 30SS APROX $ 130.00 $ 130.00 LECTURA DE INFORMACION ENVIADA SOBRE TINGLARES

RADIO ISLA 6/22/06 30SS APROX $ 225.00 $ 225.00 LECTURA DE INFORMACION ENVIADA SOBRE TINGLARES

SUB-TOTAL $ 705.00

TOTAL $ 86,445.00
 PARQUE KOFRESI
Mundo de la Fantasia

CONTRATO
PARQUE KOFRESI
06 - RD. - 9189 SANTA BARBARA
GURABO, P.R. 00778
TEL. 258-8053 / 745-4995
FAX. 258-S053
CONTRATO Y SERVICIOS DE LAS FACILIDADES DEL PARQUE KOFRESI
A
N
D
M
ES 2
A 0
DIA DE LA G 0
SEMANA SAB OS 6 HORA 10:00-
ADO 19- TO - 5:OOPM
ACTIVIDAD A EFECTUARSE
COMPANIA GULF
DIRECCION
COMPANIA O PERSONA_SAN JUAN, PR
TEL. 787-754-1657
FAX
787-754-1242
NUMERO DE PERSONAS :
200
SRA. YAZMIN SOYA
SERVICIOS BASICOS
SERVICIOS OPCIONALES

SALON CATALINA
AREA RECREATIVA
PRIVADOS Y EXCLUSIVOS
AREAS O SALONES:
_X_ PISCINAS
_X_ SALVAVIDAS Y PARAMEDICOS
X_ SEGURIDAD UNIFORMADA
x_ BAR TENDERS
x_ MOZOS
_X_ MANTENIMIENTO Y LIMPIEZA
_X_ COMIDA SEGUN LISTADO
X AREA DE PICADERA

_X_DISCK JOCKEY ___X_COORDINADOR DEPORTES

_X_ PAYASO SHOW 1 HORA

_X_ INFLABLE
X POP CORN Y PIRAGUAS

_X_CERVEZAS,REFRESCOS ,JUGOS , VINOS VARIEDAD Y AGUA DESTILADA .

MENU
SEGUN EXHIBIT
1:OOPM
SERVIDO TIPO BUFFET

ENTREMESES
SEGUN EXHIBIT
2 HORAS PICADERA AM

PROGRAMA DE LA ACTIVIDAD
DISCK JOCKEY: 10:00-5:OOPM
COORDINADOR DEPORTES :10:00 - ON
SALON DE JUEGOS : BILLARES.DOMINO.PING PONG
PAYASO SHOW 1 HORA : 12:00 - 1:OOPM
CANCHAS DE VOLLLEYBOL ARENA , BALONCESTO, VOLLEYBOL
CASA DE BRINCO (CARUSEL ): 2:00-6:OOPM
REGULAR Y AREA DE JUEGOS PARA NINOS.
PIRAGUAS Y POP CORN :3:00-5:OOPM
OBSERVACIONES
30%balance en o antes de actividad
30 % al firmar el contrato
30% dias antes de activktad
EN CASO DE SUSPENSION EL PARQUE KOFRESI CONFISCARA EL 100% DEL DEPOSITO. EN CASO DE SUSPENSION SIN NOTIFICAR
A PARQUE KOFRESI POR ESCRITO, EL CONTRATANTE VENDRA OBLIGADO A PAGAR EL 100% DEL COI
NO ES RESPONSABLE DE DANOS Nl DE HURTOS. EN CASO DE VANDALISMO, EL CONTRATANTE SERA RESPONSABLE.

TOTAL DEL CONTRATO POR LOS SERVICIOS ..$ ~

DEPOSITOS AL FIRMAR
30 DIAS ANTES DE ACT.
BALANCE FINAL DIA DE ACTIVIDAD
12,500.00
6,250.00

6,250.00

Fecha de la Firma
Firma del Contratante
Firma Autorizada del Parque Kofresi
GLORIA TORRES/RAMON FIGUEROA
 BUDGETED ACTUAL
Time Phase 1 Time Phase 1
Start 5/17/06 Start 5/17/06
End 6/28/06 End 6/28/06
Month 1 Month 1
Media Consultant $20,000 Media Consultant $20,000
Lobbyist 0 Lobbyist 0
5 Ad Art 5 Ad Art
Ads & Press Releases Ads & Press Releases
Incidentals 0 Incidentals 0
Total 20,000 Total 20,000
Additions:
X-mas Party

Phase 1 - Description Progress

Compilation of necessary information
Analysis of the same
Preparation of a work plan
Discuss plan and reviewed with Mr.
Zeevi and his advisers
5/18/06 Sent clippings, photos on Kick off and Tinglares.
5/22/06 Monitoring: CARIBBEAN BUSINESS PREPA
5/23/06 Press Release Preparation on Kick off & Tinglares
5/26/06 Brainstorm Meeting: Eric, Karem & Ada
5/30/06 PREPA's Press release on their Agreement with Brazil
(in conjunction with CPC)
5/31/06 Monitoring: AEE FIRMA CONTRATO CON BRAZIL-
VOCERO
5/31/06 Monitoring: PREPA SIGNS DEAL TO BUY FUEL
FOR PALO SECO-SAN JUAN STAR-
6/1/06 Monitoring: MANEJO CON LOS PRECIOS-EL N. DIA

6/1/06 Prepare CPC for reaction

6/2/06 Interview to E. Guzman: A JUSTICIA LOS
MAYORISTAS-EL NUEVO DIA
6/2/06 Follow up to El Nuevo Dia Reporter
6/5/06 Coordinate interview with CB. Meeting between Karem
& Ada at 10:30 AM
6/6/06 Coordinate Fast Media Training for Rami
6/7/06 Interview to Rami: Caribbean Business
6/8/06 Photo session: Eric and Rami
6/14/06 Sent first draft of Media Plan
6/15/06 Monitoring: CPC on CB Editorial
6/16/06 Sent information on Radio Isla coverage of the creation
of Gas Coop., which is a cooperative for the sale of
cheap fuel.
6/19/06 Sent to employees request for ideas for CPC's
communicty involvement.
6/19/06 Contributed with text for the NotiGulf
6/20/06 Sent comments to first Media Plan Draft
6/21/06 Meeting to discuss Media Plan.
6/21/06 Monitoring: Edwin Rivera said for Channel 11 yesterday
that PREPA could be looking into the gasoline business
and the reopening of a refinery.
6/21/06 Sent newsletter, NotiGulf, for revision.
6/21/06 Prepared Internal Communications' Plan
6/22/06 Selection of possible sponsorships: PR Beaches
Cleaning National Day; Regata; Justas Corporativas
(Inter-Company Games)

6/22/06 Media Training coordination for CPC staff.

6/22/06 Sent CPC logos and competition logos
6/22/06 Graphic Designer interview & selection
6/22/06 Monitoring: CB-Gasoline wholesalers sound alarm over
local market impediments (Rami's interviewed)

6/23/06 Slogan production

6/26/06 Employees social activities plan
6/21/06 Sent newsletter, NotiGulf, for revision.
6/22/06 Sent CPC logos and competition logos
6/22/06 Monitoring: Caribbean Business Article on CPC
6/22/06 Graphic Designer interview & selection
6/23/06 Graphic Designer interview & selection
6/26/06 Sent second draft of Media Plan
6/26/06 Press Release Publication on Kick off & Tinglares
6/26/06 Employees social activities plan. I.e. family day, x-mas
party, who's who of business professionals.
6/27/06 Final Graphic Designer & Copy writer quote
6/27/06 Sent to Eric and Rami 2nd Media Plan Draft compared
with Draft 1
6/28/06 Received quotes for PR activities to be proposed.
6/29/06 Monitoring: Más barata la gasolina en la Isla, según
DACO (internet)
6/29/06 Assess action plan to Jorge Seijo's comments on CPC in
his Radio Isla program. TTG coordinated with PREPA
and decided to let PREPA address the issue and monitor
further developments.

6/29/06 Monitoring: radio AEE- Gulf

6/29/06 Monitoring: Institutional Ad Campaing by Total
6/30/06 Monitoring: Advertorial by Shell
7/7/06 Media training for CPC staff.
7/7/06 Monitoring of public hearings ond gasoline issue
7/7/06 Preparation and distribution of press release
7/8/06 Monitoring and sending of related clippings
7/10/06 Publishing of Tinglares Story on Regatta Magazine
 CPC Website Outline

Mission

History
Who we are
Staff

Contact us

Free Trade Zone

Dock

Refinery

Facilities Tank Farm

Loading Racks

Default Service Stations

English or Services &
Spanish Products Pipelines

Clients

Philosophy
Environment
Permitting

Our People
Community
Involvement
Leatherback turtles

City of Bayamón “Vaqueros”

Media Center
 Cápsula de Servicio Público 3 – Radio (30ss)
GULF

Locutor

No guíes tu auto como si tuvieras un paracaídas abierto detrás de él.

Cuando vayas por el expreso, cierra las ventanas.

El viento que entra en tu carro crea resistencia,

obligándote a hundir más el acelerador.

Ahorrarás hasta un 10% en gasolina si en vez de bajar las ventanas

utilizas el ventilador de tu auto.

Un mensaje de Gulf,
orgulloso auspiciador
del proyecto de tinglares de Culebra.

Con Gulf vas a llegar.

 Anuncio Institucional – Radio (30ss)
GULF

Locutor

Dicen que lo importante en la vida es saber dónde vas;

para nosotros, lo esencial es saber que llegarás bien...

Es por eso que por más de un siglo

Gulf ha sido la marca de gasolina
en que todos confían.

Donde quiera que te lleve tu destino

déjate llevar con Gulf,
orgulloso auspiciador
del proyecto de tinglares de Culebra.

Con Gulf vas a llegar.

 Cápsula de Servicio Público 4 – Radio (30ss)
GULF

Locutor

¿Cuándo fue la última vez que le cogiste la presión... a tu carro?

¿Sabías que puedes ahorrar dinero

si mantienes la presión correcta de las gomas?

Está comprobado que la eficiencia de la gasolina se reduce en un

2% por cada libra de presión de aire que esté por debajo de lo
recomendado.

Verifica el manual de tu vehículo, mide la presión de tus gomas

y ahorra gasolina.

Un mensaje de Gulf,
orgulloso auspiciador
del proyecto de tinglares de Culebra.

Con Gulf vas a llegar.

 Anuncio Institucional - Prensa
GULF

TITULAR

CON GULF VAS A LLEGAR

TEXTO

Dicen que lo importante en la vida es saber a dónde vas;

para nosotros, lo esencial es saber que llegarás bien...

Guía confiado al alimentar tu auto

con la marca que por más de un siglo ha movido al mundo.

Déjate llevar con...

 Cápsula de Servicio Público 3 – Radio (30ss)
GULF

Locutor

No guíes tu auto como si tuvieras un paracaídas abierto detrás de él.

Cuando vayas por el expreso, cierra las ventanas.

El viento que entra en tu carro crea resistencia,

obligándote a hundir más el acelerador.

Ahorrarás hasta un 10% en gasolina si en vez de bajar las ventanas

utilizas el ventilador de tu auto.

Un mensaje de Gulf,
orgulloso auspiciador
del proyecto de tinglares de Culebra.

Con Gulf vas a llegar.

 Logo corporativo CPC

COMUNICADO DE PRENSA

Para publicación inmediata

El Proyecto Tinglares de Culebra y Gula: El inicio de un año

corporativo con compromiso social.

Bayamón- Sobre 65 empleados de Caribbean Petroleum Corporation, Gulf,

se reunieron en la sesión de inicio del año corporativo que estuvo enmarcada
dentro de la responsabilidad social que tiene esta importante industria en la
vida cotidiana del país. El objetivo de la reunión fue establecer la necesidad
de adoptar y financiar proyectos que impacten positivamente la calidad de
vida de la Isla.

En la actividad, efectuada recientemente en el Parque de las Ciencias de

Bayamón, Gulf adoptó formalmente el Programa de Protección de Tinglares
de Culebra. Además, se comenzó un programa de reclutamiento entre los
empleados para aumentar las filas de voluntarios del proyecto que dirige el
Departamento de Recursos Naturales.

El gerente general de CPC, Gulf, Sr. Ram Zeevi, le entregó a los

representantes del DRN un vehículo four track, toda la gasolina que
necesiten por un año para el proyecto y una suma en efectivo para un total de
$10,000. Con esto aseguran el fortalecimiento del programa.

El Sr. Zeevi es un voluntario activo del programa y viaja con regularidad a

Culebra en tiempos de desove de tortugas. “Esta es una experiencia que, una
vez se vive, jamás se olvida y une a la persona con un sentimiento más
profundo de respeto a estos milagros de la naturaleza. Ésta es la importancia
ecológica que quiero transmitir a la cultura corporativa de CPC”, dijo Zeevi.

Zeevi destacó, además, el compromiso de los empleados y voluntarios del

DRN que siguieron adelante con el programa aún durante el cierre
gubernamental.
 Auspiciador Proyecto Tinglares de Culebra

COMUNICADO DE PRENSA

Para publicación inmediata

TINGLARES: MOMENTO DE ALERTA DURANTE SEMANA DE

ALTA CONCENTRACIÓN DE CIUDADANÍA EN PLAYAS

En momentos en que las playas de Puerto Rico serán visitadas por miles de
puertorriqueños comenzando este fin de semana hasta el próximo, la
ciudadanía debe estar alertada de que los tinglares se encuentran en plena
época de anidaje y desove, y corren peligro de no contar con la cooperación
de los visitantes playeros.

Esta especie marina mayormente pone sus huevos en las playas de Culebra
y toda el área noreste de la Isla (corredor de Luquillo a Fajardo). Su periodo
de reproducción ocurre entre los meses de marzo y junio, pero las crías
pueden tardar en salir de los huevos hasta septiembre.

“Este período de vacaciones coincide con el desove de los pequeños

tinglares. Es importante educar al pueblo para que en las playas se evite todo
tipo de acción que pueda afectar los tinglares que están saliendo de sus
huevos. Las áreas acordonadas y rotuladas a estos efectos deben ser
respetadas”, indicó Ram Zeevi, gerente general de Gula en Puerto Rico,
compañía que apoya los esfuerzos para la preservación de esta especie y
voluntario del programa que dirige el DRNA.

La conservación y cuido de las playas para fomentar el desarrollo de los

tinglares adquiere importancia puesto que el anidaje en Culebra ha decrecido
en los últimos dos años. Ante esta situación, instituciones gubernamentales,
tales como el Departamento de Recursos Naturales y el Servicio de Pesca y
Vida Silvestre, se han unido a organizaciones comunitarias como Sea Grant-
UPR y Chelonia Inc., y empresas privadas que apoyan los trabajos, como
Gulf, para evaluar las tendencias de estas colonias que se reproducen en
nuestras costas.

El programa de estudio de Culebra se compone de tres fases: 1) monitoreo

índice durante los dos meses picos de anidación, 2) inventario de la
producción de nidos (éxito reproductivo); y 3) caminatas educativas para
observar tinglares anidantes.

1
“Pero todos los esfuerzos de la empresa privada y las agencias publicas no
son suficientes si no tenemos la ayuda del pueblo. Es imposible vigilar cada
nido. La gente debe saber la importancia de esta especie, lo delicado de su
proceso de reproducción y la crucial de mantenerse alejados de los nidos”,
finalizó Zeevi.

La Nueva Ley de Vida Silvestre y su Reglamento Para Regir las Especies

Vulnerables y en Peligro de Extinción ordena una multa de 5,000 a 50,000
dólares o hasta tres años de cárcel a quien viole sus estatutos.

Gulf colabora con el programa de Tinglares herramientas tan necesarias

como un tetra-ciclo que era urgente para llegar a las playas con mayor
facilidad y sacar la basura de las mismas. Además, provee la gasolina,
materiales educativos y equipos para completar los objetivos del programa.

2
 COMUNICADO DE PRENSA

Para publicación inmediata

PLAYAS Y TINGLARES: MOMENTO DE CONCIENZACIÓN

Bayamón- El momento en que las playas de Puerto Rico estarán visitadas

por miles de puertorriqueños coincide con el nacimiento de los pequeños
tinglares. “Es importante que estemos atentos para cuidar que en nuestras
playas se evite todo tipo de acción que pueda afectar los tinglares que están
saliendo de sus huevos”, indicó Ram Zeevi, gerente general de Gulf,
compañía que apoya los esfuerzos de Culebra para la preservación de esta
especie.

La conservación y cuido de las playas para fomentar el desarrollo de los

tinglares adquiere importancia puesto que el anidaje en Culebra ha decrecido
en los últimos dos años. Ante esta situación, instituciones gubernamentales,
tales como el Departamento de Recursos Naturales y el Servicio de Pesca y
Vida Silvestre, se han unido a organizaciones comunitarias como Sea Grant-
UPR y Chelonia Inc., con el apoyo económico de entidades como Gulf, para
evaluar las tendencias de estas colonias que se reproducen en nuestras
costas.

Buscando insertarse en los trabajos por la preservación de esta especie, la

empresa Gulf colabora con el DND, el FWS y Chelonia Inc. con la donación
de $10, 000 en herramientas tan necesarias como un tetra-ciclo que era
urgente para llegar a las playas con mayor facilidad y sacar la basura de las
mismas. Además, provee la gasolina, materiales educativos y equipos para
completar los objetivos del programa. Una parte esencial esta cooperación
entre una causa ecológica y la empresa privada es que no se trata de una
mera donación: su gerente, Rami Zeevi, se ha incorporado al equipo de
voluntarios para el conteo diurno y ha integrado al personal de Gulf en el
proyecto.

El programa de estudio de Culebra que auspicia Gula se compone de tres

fases; 1) monitoreo índice durante los dos meses picos de anidación, 2)
inventario de la producción de nidos (éxito reproductivo); y 3) caminatas
educativas para observar tinglares anidantes.
UN NUEVO AMANECER PARA LA TORTUGA TINGLAR EN CULEBRA

Ver la expresión en el rostro de alguien que por primera vez que ve a un enorme
tinglar salir del agua a anidar, o a sus retoños comenzando su fascinante lucha
por la vida, es algo que nunca se olvida.

Puerto Rico es uno de los centros de anidaje de tinglares más importantes del
mundo y las playas más importantes están en Fajardo, Culebra y Vieques. En la
costa de Luquillo y Fajardo se han reportado sobre 400 nidos de tinglar,
convirtiéndola en la segunda en el Caribe para los tinglares.

Recientemente se ha detectado un aumento en nidos en la región

Luquillo/Fajardo, pero en Culebra ha sucedido lo contrario en los últimos dos
años. Algunas de las razones podrían ser el calentamiento global, pues los
reptiles son susceptibles cambios ambientales y la pesca comercial en mar
abierto. Esta última es la amenaza principal de la tortuga tinglar a nivel
internacional. Embarcaciones de pesca de atún, dorado, pez espada y aguja
azul a nivel comercial están capturando incidentalmente un número alto de
tinglares.

Por ello, instituciones gubernamentales como el Departamento de Recursos

Naturales y el Servicio de Pesca y Vida Silvestre, se han unido a organizaciones
comunitarias como Sea Grant-UPR y Chelonia Inc., con el apoyo económico de
entidades como Gulf, para evaluar las tendencias de estas colonias que se
reproducen en nuestras costas.

La importancia de la comunidad y el apoyo empresarial

Buscando insertarse en los trabajos por la preservación de esta especie, la

empresa Gulf colabora con el DND, el FWS y Chelonia Inc. con la donación de
$10, 000 en herramientas tan necesarias como un tetra-ciclo que era urgente
para llegar a las playas con mayor facilidad y sacar la basura de las mismas,
gasolina y materiales educativos (cruciales para educar a la comunidad a no
acercarse a los nidos) y equipos para completar los objetivos del programa.

Pero quizás la parte más importante de esta cooperación entre una causa
ecológica y la empresa privada es que no se trata de una mera donación: su
gerente, Rami Zeevi, se ha incorporado al equipo de voluntarios para el conteo
diurno. No hay mejor manera de apoyar un proyecto que vivirlo y entenderlo.

El programa de estudio de Culebra que ha auspicia Gulf, junto a otras entidades

federales y estatales, está compuesto en tres fases; 1) monitoreo índice durante
los dos meses picos de anidación, 2) inventario de la producción de nidos (éxito
reproductivo); y 3) caminatas educativas para observar tinglares anidantes.
¿Qué es un tinglar?

El tinglar es considerado la especie de tortuga más grande del mundo. Su

caparazón es parecido a un baúl negro muy grande puede medir hasta 7 pies y
pesar hasta mil libras. Su caparazón está formado por plaquitas óseas muy
finas y cubierto por un tejido parecido a la piel (de ahí su nombre común en
ingles “leatherback”). Su caparazón y aletas delanteras son muy largas y le
permiten navegar largas distancias por los mares del mundo.

El tinglar vive en mar abierto y frecuenta aguas templadas, como es el Océano

Ártico o el norte del Atlántico. Sin embargo, tiene que regresar a aguas
tropicales para su reproducción. Este animal no sólo está adaptado a navegar
por el mundo entero, sino que también se sumerge a profundidades hasta 1,000
metros ó 3,200 pies en busca de comida. Se alimenta de aguas vivas o medusas
de gran tamaño y crece rápidamente. Se estima que a los 10 años llega a su
madurez sexual.

Viajeras del mundo

Estudios moleculares han determinado que las hembras anidantes de Culebra,

Fajardo e Islas Vírgenes (Americanas y Británicas) son parte de una misma
población puesto que tinglares marcados en Culebra han sido vistos anidando
en St. Croix, Virgen Gorda, Fajardo.

Esto eleva el nivel de importancia de nuestras playas, ya que tienen la

responsabilidad de ser dispersoras de esta especie para el resto del Caribe.
Reportes de animales capturados en las costas de Nueva Escocia y Canadá han
reseñado tinglares marcados en Culebra y Fajardo. Otros estudios también han
demostrado que tinglares anidantes de Fajardo y Culebra migran hacia aguas
templadas del norte del Atlántico. ¡Algunos animales de las Islas Vírgenes han
sido reportados en África!

Nuestros tinglares son un tesoro natural fascinante. La colaboración de la

comunidad, la empresa privada y sobretodo la conciencia ciudadana los puede
ayudar a sobrevivir y aumentar en población.
 Para publicación inmediata

El Gerente de Ventas y Mercadeo de Gulf, Eric Guzmán rechazó hoy la

información ofrecida por la Asociación de Detallistas de Gasolina (ADG)
en el sentido de que Gulf, entre otros mayoristas, alegadamente cobra
precios distintos por la venta de su producto en violación a la “Ley de
zona única”.

“Desconocemos la razón por la que ADG vierte públicamente una

información como esta, que impacta directamente el pueblo, sin
presentar prueba alguna. Invitamos a ADG a que presente evidencia, si la
tiene, en los foros pertinentes y allí estaremos para probar que lo que
señalan es incorrecto en nuestro caso,” dijo Guzmán.

Guzmán aseguró que el manejo de Gulf con sus precios es transparente.

“Somos muy concientes del sentido de responsabilidad que guía nuestra
empresa al distribuir un producto de primera necesidad para el pueblo.
No es nuestra práctica violar ley alguna. Mañaneamos responsablemente
nuestros precios de acuerdo a las leyes de Puerto Rico y de la “Ley de
zona única”, aseguró.