Roger Darashah, Co-founder and Director of LatAm Intersect PR, has been named to PRovoke Media’s 2024 Americas Innovator 25 List. This prestigious recognition celebrates the top PR leaders who have revolutionized public relations through creativity, data-driven strategies, and innovation. Roger’s inclusion underscores his outstanding contributions to the PR industry and his commitment to audience-first communication.
We are proud to be led by our two visionaries, Claudia Daré and Roger Darashah, who have both been featured in PRovoke Media’s Innovator 25 List. This remarkable achievement reflects our agency’s deep commitment to pushing boundaries and continuously striving for excellence in everything we do. Their leadership not only drives innovation within LatAm Intersect, but also sets the tone for a culture of creativity, diversity, and progressive thinking. Their inclusion in this prestigious list is a testament to our shared values and the ongoing effort to break barriers, redefine industry standards, and deliver transformational PR strategies for our clients across Latin America and beyond.
A Visionary Leader in Public Relations
The Innovator 25 Global Edition 2024 is a carefully curated list of marketing and communications leaders who have disrupted outdated business practices, blended creativity with stunning impact, and advanced social purpose. Roger Darashah’s inclusion reflects his visionary leadership and his dedication to redefining PR strategies in an evolving industry.
Roger’s work has demonstrated how PR leaders can drive change by aligning brands with real-time public sentiment, cultural movements, and the emotional needs of audiences. This recognition highlights the innovative approach that has made LatAm Intersect PR one of the leading PR agencies in Latin America.
Revolutionizing Public Relations with Emotion-Driven Storytelling
Darashah has reshaped the public relations landscape by putting audience emotions and behavior at the center of communication strategies. With his global experience, Roger has merged technology with storytelling to create powerful connections between brands and their audiences.
At the core of Roger’s success are the groundbreaking tools he implemented in our agency:
→ Emotional Climate Reports (ECR)
→ Share of Find (SoF)
These data-driven tools analyze emotional ties to societal issues such as the economy, diversity, and politics, allowing brands to adapt their messaging and align with public sentiment. The approach gives PR professionals the ability to create messages that resonate deeply with their audiences, making communication more impactful.
LatAm Intersect PR’s Innovation: Connecting Brands Across Latin America
Under Roger’s leadership, LatAm Intersect PR has pioneered campaigns that engage diverse audiences across Latin America. The agency’s innovative PR campaigns focus on multicultural insights, ensuring that brands resonate with the local cultural trends and public sentiment.
His Proactive Press Office (PPO) methodology keeps brands ahead of the curve by monitoring media trends and ensuring that narratives remain relevant to real-time discussions. This forward-thinking approach enables LatAm Intersect PR to build relevant communications that continually capture the attention of local and global audiences.
At LatAm Intersect, our PR campaigns are built on the understanding that communication must be humanized, personalized, and data-driven. Roger’s innovative leadership has helped the agency foster lasting connections between brands and their customers.
A Pioneer in Audience-Centric Communication
Roger’s approach to public relations is all about creating authentic conversations and innovative storytelling. By focusing on understanding the true needs of audiences, he has set a new standard in how PR professionals engage with people. This audience-centric approach is core to his belief that brands should speak with, not at, their consumers.
His work is an evolution of PR, emphasizing that brands must communicate in ways that align with their audience’s values and emotional triggers. Through innovative tools and strategies, he has shaped how the industry approaches audience engagement.
The rise of AI will make the PR and comms industry more innovative” How likely do you think this is?
“The key is ‘non conditioning’ use of AI to really understand audiences, without presuming to know them. The biggest barrier most brands face is ‘indifference’ (most products become banal in between purchases (unless you are a fanatic). Think of a car (average time between purchase 8 years), or a bank account (15 years + before changing bank). AI can help us better understand where/how products fit into people’s lives (b2b and b2c) without imposing presumptions or predispositions on them; and then understand where/how a brand can fit. My firm is using AI to better understand the emotions people associate with themes/issues (such as the environment or the economy) in a purely unprompted manner.”
This recognition as a leading innovator in the field of public relations not only highlights his personal achievements but also signifies the future direction of the entire PR industry. His groundbreaking work in audience-centric communication, combined with emotional insights and data-driven strategies, has set a new standard for how brands connect with consumers. By prioritizing the emotional needs of audiences, Roger has created a framework for PR professionals to develop more meaningful and relevant campaigns.
As LatAm Intersect PR continues to grow, Roger’s innovative spirit will remain at the core of the agency’s operations, ensuring that brands are not only meeting the expectations of today’s audience but also staying ahead of future trends. His leadership will continue to inspire PR professionals across Latin America and beyond, pushing the boundaries of what’s possible and redefining how public relations can drive lasting and impactful connections.
By following Roger’s vision, LatAm Intersect PR is poised to remain a trailblazer in the PR industry, helping brands navigate a constantly evolving market with cutting-edge strategies that truly resonate with audiences.
Discover Roger Darashah’s Recognition as an Innovator in Public Relations
To learn more about Roger Darashah and his inclusion in the 2024 PRovoke Media Innovator 25 Americas list, read the full feature here: Roger Darashah – Innovator 25 Americas 2024.
