Business
From Radio to PR: The Career Journey of Janaína Leme
Janaína Leme reflects on moving from journalism to PR, studying psychoanalysis, and promoting Brazilian culture.
Janaína Leme reflects on her six years as a radio reporter covering Carnival and Formula 1 before pivoting to corporate communications and tech PR. Speaking on Marketing - The Podcast, she explains how people management led her to study psychoanalysis and shares her initiatives promoting Brazilian culture.
From radio reporting to tech PR
Janaína Leme, partner and head of PR at Sing Comunicação, detailed the career path she built between journalism and corporate communications during an interview with Bruno Gimenes on Marketing - The Podcast. The conversation is part of an episode that also touches on corporate mental health and team management.
Leme began her career at the radio station Jovem Pan right after college, spending six years as a reporter covering entertainment, Formula 1, and the São Paulo Carnival. "Radio was my school. Right after graduating, I was already at the station, and it gave me tremendous experience in terms of agility," she said. Her Carnival coverage would begin in September with reporting on samba school theme songs and continue through the champions parade.
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After her radio experience and a stint at another agency, Leme joined Sing, where she has worked for 16 years at a firm founded 21 years ago. In this new chapter, she traded entertainment for the corporate world. "Then, when I moved to the agency, everything changed completely, and now my world is tech," she notes.
Psychoanalysis applied to people management
Her career progression at the agency led Leme from direct press relations into team leadership. This shift sparked an interest in human behavior studies. "At Sing, after spending time as a press officer and later moving into people management, I developed a strong desire to explore, study, and research people more deeply. That's why I chose psychoanalysis," she explains.
In the video above, Leme details how theoretical insights and a clinical perspective inform her leadership routine and relational dynamics with clients and teams.
Personal life and supporting national culture
In her personal life, Leme shared that she lost her parents and built her family alongside her brother, with whom she has shared a home for nearly 20 years. She has been in a relationship with a landscape architect for 14 to 15 years and cares for two dogs: Stark, a 10-year-old golden retriever, and Jack Nicholson, a 2-year-old Jack Russell.
To stay connected to the arts, Leme runs the profile Eu Já Estive Em, an initiative dedicated to encouraging engagement with and promotion of Brazilian artistic output. The core focus is on national literature, theater, and cinema, aiming to boost the visibility of local authors amid the daily volume of publications across the country. "That is one of my goals with the channel, as well as helping promote Brazilian films and theater—homegrown works that hold so much content and speak so much about us, truly deserving greater reach," she highlights.
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