Event Media Relations – PARAR Global Conference

Situation
The PARAR Institute is the leading education platform for fleet and corporate mobility managers in Brazil and Latin America. Its flagship event, the Global PARAR Conference, brings together executives and specialists to discuss the future of corporate mobility and road safety. In 2017, the fifth edition significantly expanded in scale, becoming a multi-day, international conference.

Task
The organisation required a comprehensive and independent press office and public relations operation capable of supporting three strategic initiatives in parallel: the Global PARAR Conference, the PARAR Partners event, and the national Professional Driver Training Programme. The demand included building national visibility, supporting ticket sales, attracting on-site media coverage, and managing pre-, during- and post-event communication with highly diverse audiences and tight timelines.

Action
I developed the PR plan, built and segmented media lists, wrote and distributed press materials, conducted proactive media outreach, managed journalist relations before and during the event, coordinated interviews, supported live coverage and delivered post-event reporting and performance analysis.

Results
The campaign generated 33 earned media placements across 27 outlets, including leading national business and news media, with coverage in nine Brazilian states. Over 1,350 journalists were engaged, multiple exclusive interviews were secured, and the client reported the highest level of media visibility achieved by the Institute to date.