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Hello, LA…My First Assignment as Concacaf Media Officer
A last-minute Los Angeles cutout on my vision board. A call from Concacaf a few months after Gold Cup. My first assignment as Media Officer — CMO — for Match 21 of the Champions Cup at Dignity Health Sports Park. Here’s what it felt like to be called up — and what fifteen years of…
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Ay, Papacito, What a Weekend: MexTour Live, Ana Bárbara, and the Magic of Mexico vs. Colombia in Dallas
Here’s the complete final post ready to paste into WordPress: Some weekends don’t feel real until they’re over. This was one of them. Thursday through Saturday, I lived inside what I can only describe as three of the best days of my soccer career to date — a full operational weekend that took me from…
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Whirlwind Week: Serving as Venue Press Officer for the 2025 Concacaf Gold Cup
In June 2025, I served as Venue Press Officer for the 2025 Concacaf Gold Cup group stage at AT&T Stadium — a FIFA World Cup 2026 host venue. Managing 179 credentialed media members across four international matches, with a bilingual team of 25 volunteers, it was the biggest assignment of my sports PR career to…
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New Challenges, Exciting Opportunities: Gold Cup 2025
Some of you already know, but now that it’s officially official—I’m so excited to share that I’ve been selected by CONCACAF to serve as the Venue Press Officer (VPO) for all four Dallas-based matches of the 2025 Gold Cup at AT&T Stadium! ⚽️🏆 This June, I’ll be stepping away from my day-to-day at CAIL for…
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Speaking at TWU’s Bold Leader Speaker Series: The Power of Persuasion
I’m incredibly excited to be part of the Bold Leader Speaker Series at Texas Woman’s University, hosted by the JNIWL Center for Student Leadership! This upcoming panel, “The Power of Persuasion in Achieving Professional and Organizational Goals,” will dive into one of the most valuable skills in any career—the ability to influence, negotiate, and communicate…
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Why You Should Do a Digital Footprint Audit for Your Personal Brand
In today’s digital world, your online presence can be just as influential as an in-person interaction. Whether you’re networking, job hunting, or simply maintaining your reputation, what people find when they research you online can significantly impact their perception of you. That’s why conducting a digital footprint audit is a crucial step in shaping and…
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Lights, Music, Media: Debuting as a VPO at a Live Music Event
This weekend, I had the chance to serve as the Venue Press Officer for #MexTourLive Dallas featuring GRUPO EL DUELO at the AT&T Performing Arts Center—and it was such a fun and fulfilling experience. Even better, I got to work alongside some amazing volunteers who helped bring it all together. Even though my day-to-day focus…
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An Emphasis on Strengths: My Thoughts on Personality Assessments
The fact that I know I’m an ENFJ and an Enneagram 9 with Maximizer, Developer, Adaptability, Communication, and Strategic as my top 5 strengths – already tells you I’m a fan of personality assessments. Tools like the Gallup CliftonStrengths Finder and the Myers-Briggs Type Indicator®, offer valuable insights into our behaviors, strengths, and potential career…
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Tailoring the Medium to the Message
Not all internal updates are newsworthy, but that doesn’t diminish their value. Tailoring communication channels to suit each type of news is crucial. Strategic emails, social media, web announcements, newsletters, podcasts, webinars, video content, and infographics are all effective tools for different kinds of updates, ensuring maximum impact and engagement.
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Thirteen Years In: 2024 CONCACAF Nations League Finals at AT&T Stadium
I’ve been working in Soccer PR for 13 years, but this was the first time I experienced the magic of being on the field in the final moments—confetti raining down from the ceiling, the U.S. Men’s National Team celebrating their win with family and friends, and the pitch absolutely swarming with photographers capturing every second…
Bilingual communications professional. Fifteen years building brands, directing media operations, and showing up for big moments in global football and entertainment.
Karla Larraga 