TEDGlobal first came to Brazil in 2014, and we were called in to work together with the part of TED’s global PR team who specialized in Latin America to communicate this news, improve visibility of their events and boost local participation. Our work revolved around three specific tasks. First we announced to digital influencers and traditional media that TED Global was now in Brazil. Then we raised awareness and strengthened relationships by promoting TED Fellows (TED’s scholarship program) to leaders, influencers and the Brazilian media. Finally, we managed all PR when the event was held in Brazil.
Among the many different actions we put together, we organized meetings between TED spokespeople with influencers, opinion makers and several relevant corporate and institutional leaders, managed the event’s very sought-after press registration procedure and were the point people liaising with all Latin-American journalists during TEDGlobal. The large media attention attracted resulted in an exclusive interview with the Páginas Amarelas section of Veja magazine and articles published in some of the main Brazilian publications, which contributed significantly to raising awareness about TED among Brazilians.