Edelman has inked a $1.3M contract to bolster the profile of Panama in the US, UK and European Union via press relations and content development for earned and social media.

Funded by the United Nations Development Programme, the contract was ironed out in Panama City on Sept. 24 via a zoom meeting with members of the UN, Panama’s Ministry of Foreign Affairs and Edelman.

The PR executives included Jere Sullivan (global PA chairman), Debora Murray (international PA senior VP), Julio Valeriano (international PA VP) and Amaia Betelu (Brussels-based PA director).

According to Edelman’s contract, the firm is to establish a base narrative; develop powerful messaging that is adaptable to various languages; establish relationships with journalists and influencers who set the tone of public opinion; and handle events.

The No. 1 independent PR firm also will create a “voice strategy” in national and international media for representatives of Panama’s government to amplify the planned narrative and positive messages.

That entails training of spokespeople. Due to COVID-19 travel restrictions, that training will be carried out virtually and include independent voices to highlight what Panama is doing in the fight against money laundering.

Sullivan leads Edelman’s Panama team, which includes VP Yazmine Esparza Blanco, account supervisor Kaitlyn McBrayer and senior account executive Iana Pervazova.

In August, the US announced a plan to help Panama crackdown on money laundering and graft.