What Makes News in Economic Development

As public relations professionals specializing in economic development, our job is centered around securing the most impactful stories that paint a positive picture about our clients’ regions, industries or initiatives. While this seems like it might be a simple task, sometimes it’s difficult to develop stories that garner high-level media attention without the “place” or the building backdrop getting lost in the story. Our goal is to identify some of the most unique approaches to telling a perception-changing story for our clients, and we’ll suggest some strategies that may help you in crafting your public relations approach as well.

Common Roadblocks

1. MISUNDERSTANDING THE ROLE OF EDITORIAL MEDIA

For those who aren’t engrossed in public relations on a daily basis, it can be tricky to understand what “makes news.” Although some topics may be exciting internally for your organization or company, that doesn’t always mean the topic will gain traction with external audiences through the editorial media landscape. It’s important to understand the role of editorial media as non-biased and focused on providing information of value that is targeted to their readers or viewers. It is important not to confuse them as a vehicle for delivering your key marketing messages only to your target audiences, but to remember their particular audiences are more important to them.

2. UNDEFINED GOALS AND TARGET AUDIENCES

In order for a media relations campaign to be successful, the organization or company has to identify specific goals and a specific audience they want to target. Without ultimately asking “what do we want viewers or readers to do or believe or understand as a result of hearing this news” the campaign can be ineffective. Without this clarity, it’s difficult to build effective public relations strategy and target the most impactful media outlets where readers have the right level of knowledge and decision-making power.

3. TIMING AND PRIVACY

Often, organizations may have newsworthy information, but it’s not yet ready to be released to the public. This is especially relevant in the economic development space, as several different organizations, investors and developers are involved in announcing a single project through a multitude of channels. This may pose a barrier to the timely, strategic release of newsworthy information, but with advanced collaboration and planning, this roadblock can be overcome. Savvy public relations professionals are responsible for helping organizations spread awareness, while still working collaboratively carefully within the reigns of confidentiality.

While newsworthy info is only successful if it is pitched to the media in a timely manner, it is also important to be strategic and conscientious in the process.

Developing Compelling Stories

1. EXPLORATORY INTERVIEW

Setting up an exploratory interview with your potential spokesperson may be the key to a newsworthy story. Many organizations have an immense amount of news hidden between the lines, and they’re just unsure how to find their stories. By asking questions of the spokespeople within your economic development organization or at your leading regional companies through a guided interview, it may prompt the sharing of information that they may not have thought to otherwise mention. Especially when building out stories in a new industry sector or around a major new issue or policy, leveraging this type of discovery can help you build out a much more specific content plan.

2. IN-DEPTH RESEARCH

Sometimes all you need to find that next story is a little quality time with your keyboard and your favorite search-engine. By performing both competitor and industry analysis, it’s likely that you’ll find a number of relevant topics that could paint a compelling story for use as a media pitch.

Newsjacking and trendspotting are two other key tactics you can leverage to tie your organization to already relevant news, and thus generate significantly more media buzz. Newsjacking involves finding clever ways to make your organization relevant to breaking news, and typically requires very speedy pitching on the same day a major topic hits the national or international news cycle. Trendspotting involves connecting dots across organizations or places to pitch a trend story previously unidentified by the press. While this kind of press coverage won’t only feature your place or your company, it can showcase your organization as one on the forefront of a particular topic.

3. THE POWER OF PEOPLE

People, and their individual voices, can be powerful. By utilizing the ideas or perspectives of an organizational leader as the centerpiece of your story, you can catch a lot of people’s attention. Thought leadership perspectives from these leaders can help humanize your organization and can make your place or organization more approachable for potential clients and investors.

Another way to put people in the center of your story is through a human-interest angle, where you can focus on the unique background of key leaders and provide insight into their journey. Many media outlets have Q+A columns or long-form interview features where they showcase one person as a way to tell a particular story.

The Violet PR Way

At Violet PR, we are dedicated to providing the best, and most personalized, public relations approach for each and every one of our clients. While sometimes a campaign can feel daunting, we are seasoned public relations professionals and leverage a variety of tactics to ensure that your organization gets the visibility it deserves.

Celebrating the 30th Anniversary of Pride Month: 4 Effective PR strategies for LGBTQ+ Inclusion

June is Pride Month, an opportune time for our communities to have important conversations around inclusivity in honor of the 1969 Stonewall Uprising. The purpose of the commemorative month, recognized since 1994, is to recognize the impact that lesbian, gay, bisexual and transgender individuals have had on history; locally, nationally, and internationally.

During this month, many organizations choose to showcase their support for the LGBTQ+ community and promote inclusivity through marketing, events, and educational content.

Through our work at Violet PR, we champion the celebration of this annual occasion through the thoughtful utilization of effective public relations (PR) strategies.

As a certified LGBT Business Enterprise with the National LGBT Chamber of Commerce, Violet PR has committed to helping spread the news about the economic impact of LGBTQ people everywhere. By leveraging the power of media relations and storytelling, organizations can help normalize inclusion, amplify their commitment to diversity, foster a more accepting workplace culture, and engage with the LGBTQ+ community in meaningful, long-lasting ways. Here are a few of the most effective public relations approaches we advocate for through our public relations work.

1. Authentic Storytelling and Representation

One of the most powerful PR tactics is to share authentic stories that resonate with the LGBTQ+ community. Highlight the experiences and achievements of LGBTQ+ citizens, community groups, entrepreneurs, workers or partners in your organization or your region. It’s particularly impactful to collaborate and showcase local LGBTQ+ influencers, advocates or organizations to amplify these narratives and ensure accurate representation. By giving a platform to diverse voices, where they can speak freely and openly, you not only demonstrate your commitment to inclusivity but also foster a deeper connection with the LGBTQ+ community.

2. Employee Engagement and Education

Engage your employees or members in Pride Month celebrations by organizing educational workshops, panel discussions or employee resource group events. Invite LGBTQ+ speakers or experts to share their experiences and insights, fostering a deeper understanding and appreciation for diversity within your organization’s team or member/investor groups. Encourage employees to participate in these events and share their stories and perspectives, creating a more inclusive and supportive workplace culture.

3. Community Partnerships and Sponsorships

Collaborate with, or contribute to, local or national LGBTQ+ organizations, charities, or events to demonstrate your commitment to the community. Sponsor Pride parades, festivals, or conferences, and leverage these reputable partnerships to amplify your message of inclusivity. Engage with LGBTQ+ media outlets and influencers as a part of the partnership to share your organization’s initiatives and support for the community.

4. Social Media Engagement and Advocacy

Leverage social media platforms to amplify your Pride Month messaging and share your support for the LGBTQ+ community. Repost and reshare community messages to help them reach a wider audience through your contacts. Share inspiring stories, educational resources, event information, and updates on your organization’s initiatives. As a part of this social engagement, participate in relevant hashtag campaigns and engage with LGBTQ+ influencers and advocates to broaden your reach and foster meaningful conversations.

By implementing these four PR strategies, organizations can effectively demonstrate their support for the LGBTQ+ community, foster a more inclusive workplace culture, and engage with diverse audiences during Pride Month and beyond. Remember, authenticity, representation, and a genuine commitment to inclusivity are key to building trust and fostering meaningful connections with the LGBTQ+ community.

Violet PR Wins Silver Anvil: Best Boutique PR Agency Award

Small but Powerful

In the last several years, Violet PR has grown into the country’s leading boutique public relations agency specializing in economic development. We call ourselves a boutique PR agency because we are small, highly specialized, and professionally recognized for the high standards of our work. By focusing on building our team culture and doubling down on the agency mission and goals, we were able to significantly expand our client base and establish national recognition for our small firm.

We brought on clients like the North Carolina Economic Development Partnership, Arlington Economic Development and Sugar Land Office of Economic Development. Nothing earns professional recognition quite like stellar results and in 2023 alone, our largest clients received more than 1,000 news stories and earned over 10 billion impressions.

As a highly esteemed economic development public relations firm, we take great pride in supporting communities and groups that make a genuine difference in people’s lives.

Boosting Topeka’s Economy Through Diversity

After Violet PR’s successful Choose Topeka campaign, the city of Topeka, Kansas sought to attract even more people to build their economy and fill 4,000 open jobs. The capital city is proudly pro-immigrant and celebrates diversity, demonstrated by the high percentage of city leaders of Hispanic descent. We recognized an immense opportunity to connect Hispanic immigrants seeking employment opportunities with an up-and-coming city looking to grow its workforce.

Violet PR worked to build Topeka’s reputation via media relations by leveraging the city’s immigrant business resources, bilingual school programs, low housing costs, and hub for Hispanic tourism and events. The team secured 25 feature stories in English news outlets and 43 in Spanish news outlets. This included a Telemundo segment about Topeka that went viral on TikTok, resulting in almost one million engagements on the platform. Coverage also included features in the Wall Street Journal, NBC News, Washington Post, Governing and more.

Putting Kansas City on the Map

Kansas City (KC), a metro of 2 million people that straddles Missouri and Kansas, was opening a $1.5 billion airport terminal (the first upgrade since 1972) and spending $330 million to expand its popular downtown streetcar – while becoming an important sports hub. KC was selalize on this momentum to make KC part of the national conversation through top-tier lifestyle media coverage – which was rare, except for occasional stories about its BBQ and jazz.

The Violet PR team worked to garner media coverage from several top-tier outlets. Leveraging the new and inclusive airport terminal, NFL Draft, the upcoming FIFA World Cup, the Kansas City Chiefs and a budding romance between Taylor Swift and Travis Kelce, the team secured 52 national features and an immense increase in airport passengers. Media placements included features in publications like Billboard, Business Insider, USA Today, Bloomberg, Fast Company, Thrillist, Conde Naste Traveler, The Athletic, Associated Press and more.

Cision: Violet PR Named Nation’s Best Boutique Public Relations Agency

New Jersey-based boutique public relations firm Violet PR won the 2024 Public Relations Society of America (PRSA) Silver Anvil Award for “Best Boutique Agency” at this year’s Anvil ceremony in New York City. The firm, which specializes in economic development, also won the Bronze Anvil Award for its Greater Topeka Partnership campaign and an Award of Commendation for its work for the Kansas City Area Development Council. Each year, the Anvil Awards honor the best communications programs planned and executed by agencies across the nation.

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