Puerto Rico’s Act 60 has attracted a wave of investors and entrepreneurs with its attractive tax incentives. But with public scrutiny and political debate surrounding its effects, a new challenge has emerged: protecting your reputation as an investor or business owner under the Act. In this blog post, we break down how to manage public perception and stay ahead of potential PR pitfalls while building your future in Puerto Rico.
1. Know the Act’s Public Perception
While Act 60 offers major benefits—such as reduced income taxes for investors and export services—many Puerto Ricans associate it with gentrification, rising housing costs, and economic inequality. Understanding this perception is critical.
Action Steps:
– Stay informed on local news and commentary about Act 60.
– Avoid being dismissive of community concerns. Show that you’re listening.
2. Build a Transparent Local Brand
Don’t hide behind Act 60. Embrace transparency by clearly communicating your contributions to Puerto Rico’s economy, jobs, and communities.
Action Steps:
– Publish local hiring statistics and partnerships with Puerto Rican vendors.
– Use your website and social media to showcase your impact.
3. Engage Authentically with the Community
Reputation is earned through action. Investors who integrate into their communities earn far more goodwill than those who remain isolated.
Action Steps:
– Support local events, educational initiatives, or small businesses.
– Build relationships with municipal leaders, NGOs, and local customers.
4. Monitor Media and Social Sentiment
Your reputation lives online. Puerto Rico’s media landscape and social conversations are highly active and sensitive to Act 60-related topics.
Action Steps:
– Set alerts for keywords like ‘Act 60’, ‘inversores’, and your business name.
– Use sentiment analysis tools to detect early signs of backlash.
5. Be Prepared with a PR Response Strategy
If negative press hits or backlash arises, don’t panic—respond with clarity, empathy, and facts.
Response Tools:
– Prepare statements that explain your intentions and positive outcomes of your move to Puerto Rico.
– Consult local PR experts to align your response with cultural expectations.
Final Thoughts
Act 60 offers powerful advantages—but success goes beyond finances. Investors who respect, engage with, and contribute to Puerto Rico’s people are the ones who thrive in the long term.
With the right PR strategy, you can be more than a headline—you can be a trusted, welcomed member of Puerto Rico’s business community.
