Category: Blog

As reshoring announcements, like this one from Eli Lilly, are now beginning to gain momentum in the United States, the talent race is on. In today’s hyper-competitive landscape, communities that win new manufacturing projects are the ones that know how to tell a compelling story about who they are, what they offer and why they matter to the modern workforce. 

From young professionals prioritizing livability over location, to experienced workers seeking values-driven employers in equally purposeful places, workforce preferences are shifting dramatically. Add in the post-COVID rise of remote and hybrid work, and it’s clear that economic development organizations (EDOs) must evolve how they position their regions—not just to companies, but to the people those companies need to hire. 

At Violet PR, we’ve seen an uptick in EDOs increasingly serving as place-based brands, using strategic PR campaigns to highlight community assets like quality of life, affordability, career mobility and cultural vibrancy. Communities equally seek to be on “best places to live” lists like this one from Livability Media, as they do on lists for business decision makers as well. 

Economic Development Week (May 11-17) offers a timely lens to examine this shift, as communities of all sizes seek long-term strategies to strengthen their economies by delivering both jobs and workforce to the same table. 

Authentic Narratives at the Forefront 

Today’s workforce wants to see more than job listings—they want to see themselves in the story. That means EDOs must trade more generic marketing efforts for authentic, people-first narratives that reflect real opportunity and connection. 

Here’s what that looks like in practice: 

Impactful Storytelling: To capture attention and build trust, EDOs are putting real faces to their messaging, and sharing the journeys of accomplished and/or next-gen leaders and grassroots innovators who’ve contributed mightily to their communities. Across New Jersey, one example is the continued leadership and visibility of its Economic Development Authority CEO, Tim Sullivan, who’s been a staple of the current state administration and a go-to media source around a range of state initiatives. 

Lifestyle Messaging: Instead of leading with industrial stats, more communities are engaging in storytelling that highlights walkability, natural beauty, arts and culture, and family-friendly amenities. This is also true of Newark, N.J., which is leading with its impressive amenities in its ongoing “renaissance.” 

Career Visibility: For many job hunters, understanding different options and pathways is critical. EDOs are increasingly partnering with major employers to co-promote career pathways and workforce training, and to showcase upward mobility. That’s front and center in North Carolina, where the state’s Community College System is working diligently to train or upskill its robust manufacturing workforce. 

Social Media Amplification: Platforms like LinkedIn and Instagram aren’t just for influencers, they’re where place brands are being built, especially for talent under 40. A coordinated digital strategy can turn a local highlight reel into a powerful recruitment tool. 

Central to Economic Growth 

The takeaway for EDOs? Talent attraction is no longer a side initiative, it is core to economic development activities, especially as reshoring accelerates and manufacturing skills gaps widen. Instead of waiting for employers to do the heavy-lifting, communities must lead the charge in building a brand that attracts talent organically. 

This level of branding doesn’t occur overnight, it’s built through sustained PR, thoughtful messaging and ongoing partnerships between the EDOs and a number of different community partners (across education, housing, civic entities and nonprofits). It’s no longer about selling a location but instead, illustrating a lifestyle that appeals to today’s workforce. 

As we celebrate #EconDevWeek, it’s the perfect time for communities to ask: Are we telling the right story to the right people? In the current economic environment, talent isn’t just part of the strategy, it is the strategy. 

Ready to learn more from the Violet PR team about our strategic communications capabilities? Reach out to us today at hello@violetpr.com! 

Every day, there seems to be another seismic news moment that shifts entire narratives and changes the way organizations do business – and then the following day brings something completely different.

From a public relations perspective, paying attention to every piece of news is an essential function, but the past few months might feel like a whirlwind, and the dust hasn’t quite cleared. As a result of the rapid pace of change, some organizations are shying away from new media opportunities out of fear of attracting unwanted attention or saying something that will be portrayed inaccurately in such a polarizing media climate.

However, just because the environment is fast-moving, it doesn’t mean that organizations should opt out, especially since it isn’t clear if or when things will ever slow down again. Instead, it is actually the time to capitalize on more plentiful opportunities – first ensuring that spokespeople are adequately trained and prepared to proactively communicate their organization’s message.

There’s clear demand for new voices and true subject matter expertise – as reporters are desperate to speak to experts who can make sense of the latest news developments. With that in mind, here are several foundational tenets that communications teams can follow to get their spokespeople comfortable at handling this frenetic media landscape:

1. Establish Firm Key Messaging

First, it’s critical to establish a set of key messages that are true about the organization, regardless of the external factors at play, or how much they shift. These might include the organization’s mission and vision, key facts about recent news and any other unshifting elements of the story.

This provides fallback discussion points no matter what the topic of the conversation is, and provides a unifying “bedrock” theme to discuss and pivot back to. These points can even help anchor parts of the discussion.

From there, more adaptable messaging can be crafted to branch into other, perhaps adjacent areas – but those initial key messages will remain the “root.” Once these messages are established and agreed upon internally, make sure to hammer them home with the spokespeople who will be responsible for disseminating them. Remember, a powerful message will only be as strong as its messenger.

2. Focus on Flexible and Adaptable Spokespeople 

While those key messages are invaluable, it’s equally important to train up highly adaptable spokespeople. This means tapping someone that is not only able to learn and retain core narratives, but someone that’s willing and able to pivot at a moment’s notice.

In this incredibly fast-moving media climate, the focus of an interview can change from the time that it’s coordinated to when it actually takes place. A spokesperson must be able to be light on their feet and roll with whatever comes up, such as learning new messages on the fly and communicating them in a concise manner. Should the theme of an interview change ahead of the discussion, it’s also up to the communications team to arm that spokesperson with the latest intel.

Ultimately, though, the chosen spokesperson must be deft enough to handle the unexpected, and not get flustered when things potentially stray from the plan. In media settings, it’s best to expect the unexpected.

Teams should take this requirement into account when considering their spokesperson “bench.”

3. Carefully Select the Right Reporters

It’s also crucial for communications teams to align their versatile spokespeople with receptive reporters. Of course, this is a permanent best practice in public relations, but it’s especially true in an environment where reporters are chasing a number of leads, with constantly shifting stories (be it around policy or the economy, etc.).

To be clear, this does not mean that teams should only pursue conversations with reporters that write puff pieces, since readers will see right through those fluffy interviews. Instead, it’s more about avoiding any reporters that have a track record of unfair or baiting coverage, especially in sensitive or perhaps political areas.

Most journalists are focused on providing fair and accurate reporting, so it’s very achievable to find the right partner.

4. In the Moment, Be Comfortable With ‘Not Knowing’

In many cases, it’s seen as a sign of weakness when someone fails to definitively answer a question. The person may come off as uncertain or unaware of a situation. But, there’s an important caveat here: In live interviews, providing some transparency where answers are impossible to address is highly beneficial. For instance, during an interview, saying, “I’ll have to get back to you on that,” is perfectly acceptable. In fact, it should be encouraged instead of feared.

Openness can humanize leaders in front of the media, and can help ensure that spokespeople do not stumble into other traps – whether it’s political or otherwise sensitive. No one is equipped to answer everything – and honestly, communicating what is and isn’t known makes the answers that are provided even more valuable (and credible).

A Road to New Opportunities

Today’s unpredictable media landscape doesn’t mean interview opportunities need to be avoided entirely. In fact, a tenuous environment means that more opportunities will open up for those willing to get in the game. If more and more organizational spokespeople are feeling anxious to get in front of the media today, it only means others can step in to fill that void and shine a spotlight on their organizations.

Proper training will help ensure that risk is minimized, and that organizations can still tell their story in the press. So, despite breaking news moving at a lightning-fast pace, preparation, agility and confidence will ultimately help spokespeople navigate any type of questioning.

The opportunities are there for organizations willing to do the advanced work and put their spokespeople in positions to succeed – and much of this will be shouldered by strong communications teams.

We’re Here to Help

Interested in media training support for your economic development, real estate, or non-profit organization? We offer a variety of media training formats to help your team stay “media ready.” Reach out to us at hello@violetpr.com.

If you’re working to secure earned media coverage, whether it’s with the help of a PR agency or in-house, you know how much time, energy, and effort winning headlines can take. Relentlessly staying up to date on the latest news, being flexible and shifting angles; plus, in-depth research to find the most relevant reporters, pitching them, and following up. It could take hours for any one big media win; in fact, it could take weeks or sometimes even months. Regardless, these are all vital steps in both securing the right type of coverage and moving the perception needle for your organization. 

After all that hard work, how do you ensure that these placements are seen by the right audiences – folks you want to move down your marketing funnel? Here are five tips to effectively amplify your earned media coverage to maximize its impact: 

1. Share on Your Social Media Platforms 

It may seem obvious, but it’s important to share earned media placements on your social media platforms – whether it’s LinkedIn, Instagram, X, Facebook, or others. These platforms offer ample opportunity to display and, through engagements and reposts, extend the “mileage” of any earned media content. Be sure to also tag the outlet, the reporter you worked with, and any spokespeople who contributed to the piece to show appreciation and help boost re-shares and audience reach. 

Fifty-seven percent of online brand discovery comes from social media, so not only does resharing help populate your channels, but it immediately enhances credibility among different audiences. This includes among your existing followers and potential new viewers (those who may scour your social profiles to learn more about your organization). 

Also keep in mind that, depending on the specific channel, your earned coverage may demand a unique rollout and/or promotion strategy. For quick reference, LinkedIn remains a great outlet for industry insights and thought leadership; X or Bluesky are good places for important updates or quick commentary; and Instagram and Facebook are ideal avenues for recapping events or highlighting major project wins (using lots of visuals). 

For instance, a byline about “how even small companies can help shape global economic narratives” might not be the best visual fit for Instagram, but it could be perfect for thought leadership on a LinkedIn feed. And some pieces are universal – thanks to strong visuals that work well for different platforms – and this would include, for instance, an article about how “Studio BKA is bringing new life to historic architecture in Gretna, Louisiana.” 

2. Add It to Your Next Newsletter and or Send it Via Targeted eMail Campaigns 

If you’re regularly sending an email or print newsletter, saving space for spotlighting recent media coverage is a great way to ensure that your most targeted audience views and potentially engages with it. 

If a piece of coverage is particularly relevant to the type of prospect in your business development pipeline, you may also want to use the “excuse” of the headline’s publication to share it in a personal note to follow up and have a touch point with those prospects. 

For instance, if a story like this one, about upskilling HTM professionals, lands in a reputable life sciences outlet, you might then want to personally share it with a couple of contacts on your target list in the industry. 

3. Include It on Your Website (And Keep It Updated!) 

Another great way to maximize your media coverage is to add it to your website. It could be indexed or previewed on your homepage – which is, of course, a priority destination – or it may live on an “In the News” section alongside a press release feed. 

According to HubSpot, 67% of people visit a website to learn more about a brand, so having all your media placements in one central location is critical – prospects, other stakeholders and even journalists may use this feature to stay up to date on your activity. 

Overall, any site visitor will want to see your most newsworthy work – and perhaps more importantly, understand how long you’ve been doing it. 

On our website, in addition to blog articles like this one, we also index our latest news and accomplishments (find our “In the Press” page, here). 

4. Use It in Your Next Pitch 

Reporters, especially those at top-tier media outlets, like to see that any particular storyline can be told in a media-savvy way, so it may be a good idea to include links to strong bylines or related interviews within your next media pitch. Just be sure that the linked content strategically aligns with what you’re hoping to communicate in your latest pitch – journalists will make the connection. 

This can help showcase a spokesperson’s reliability and credibility, and it may spur other story angles. For example, Denise Thomas, CEO of World Trade Center – Arkansas, recently shared insights with the publication Women’s Business Daily, and was then interviewed for a subsequent feature in BizWomen. Both are strong examples of content that communications teams can link to and/or mention in future pitching – particularly when it comes to Denise’s areas of expertise or her organization. 

5. Don’t Be Afraid to Brag or Get Creative 

Properly amplifying your earned media placements in our fast-paced age may require some ingenuity. For instance, consider adding a QR code to your business card that links directly to your “In the News” page. Or, consider tactics like linking to the most timely or impressive media hits in your email signature, and incorporating the coverage you’ve earned into your team’s elevator pitch when meeting new clients or networking. 

Media presence will vary by organization – depending on its mission and its exact audience. But, there’s always room for creativity. Just look at some of our examples to see if they spark an idea that fits well for you. 

What’s Next? 

So, you’ve just landed some stellar coverage. What’s next? Remember, this should never be a one-and-done-type exercise. Draft up a short plan for utilizing your latest headline while its timely and relevant. To truly maximize your time investment in PR, you should always utilize the content to help create multi-channel marketing momentum that leads to additional opportunities. 

Even in today’s changing media landscape, there’s simply no denying the power of earned media. Want to learn more about how Violet PR can help fill your earned media pipeline? Reach out to hello@violetpr.com and set up a time to chat with one of our agency leaders.  

As Women’s History Month comes to a close, it is vital to recognize the achievements and contributions of women across industries—including those shaping the future of economic development and site selection. While these fields have traditionally been male-dominated, women leaders continue to drive innovation and foster economic growth. 

In this special Q&A, we spoke with Tracey Hyatt Bosman, managing director at site selection firm Biggins Lacy Shapiro & Co., about her experience navigating the industry, notable trends and her advice for the next generation of talent. 

In her role, Tracey develops and executes incentives and location selection strategies for BLS & Co.’s corporate and institutional clients. She has 20 years of professional experience across a range of sectors, including data centers, manufacturing, headquarters, back office and contact center operations, and logistics. 

Here’s an edited version of our discussion. 

What inspired you to pursue a career in site selection/economic development? 

I think like most people, I didn’t know about the industry while I was in school – I just happened upon it. I met a couple of gentlemen at a professional international trade association who worked for the South Carolina Department of Commerce, which ultimately led to a deeper understanding of the work the Department does. I then fell in love with economic development because it sits at the intersection of two things that have always interested me: government and business. A lot of people assume you have to focus on one or the other, but economic development unifies the two. 

It’s an interesting place, both intellectually and impactfully, as we’re helping companies move their operations to the next level, while at the same time helping communities by creating jobs, bringing new investment, and diversifying economies. 

How has the industry evolved for women since you began your career? 

I definitely see more women in the industry today versus when I started, and they’re rising to higher levels than before. Site selection has always felt like a relatively open industry to me, and I’ve been fortunate to work with supportive leaders who have helped me progress. 

Also, the roadblocks seem to be falling away. For instance, I was on a client call recently and noticed that we had an entirely female team on the line—and I know of other firms in the industry that have a similar dynamic. It’s encouraging to see that kind of representation growing. 

Who are the mentors and role models that helped shape your career? What advice did they provide? 

George Harben comes immediately to mind. He was my direct supervisor in my first role at the South Carolina Department of Commerce. I always remember that he asked me in the interview: “Where do you want to go after Commerce? And how can we help you build your career?” I thought it was a trick question. He said you can’t expect people to stay in one spot for their whole career, so he really wanted to encourage personal and professional growth. 

He has stayed in touch with me over my entire career, and is still one of the first people to like all my LinkedIn posts. 

And I appreciate the opportunity to give thought to this question because I’m reminded of all the individuals – many of them men – who have been mentors and champions for me throughout my career:  the two individuals from the trade association I mentioned – Clarke Thompson and Will Lacey; Dave Young at Lake County Partners; Noah Shlaes at Grubb & Ellis; and, of course, my current colleagues at BLS & Co., just to name a few. 

There is, unfortunately, a fewer number of women role models that I’ve had during my career (though they’ve been equally important!). I have been fortunate, however, to work alongside a lot of amazing women – too many to list – which has been a great boost over the years. 

I believe that younger women in the industry will enjoy an even richer experience and find more female mentors and role models along the way. 

I don’t recall any advice specific to being a woman, but those around me have always modeled the highest ethics, service, teamwork, respect, and enthusiasm. And George set the tone from the outset to always be focused on the “now,” but also to be looking to the future and how you can grow. 

Are there any industry initiatives or programs out there that you’ve seen make a difference in fostering gender diversity? 

I haven’t really been one to seek out women-only groups over the years, but that said, there are definitely some in the industry, such as CREW (Commercial Real Estate Women Network) and others like it, that have become a strong support network for women. 

And there are women-specific conferences—a few publications and associations host those types of summits throughout the year. They are a great way to network and collaborate more broadly.  

What I appreciate about these organizations is that their mission doesn’t stem from a place of disadvantage or opposition. It’s not about framing women as being up against the system or casting men in a negative light. Instead, it’s simply a space to discuss professional topics—no different than the topics one would discuss in a co-ed setting. 

What’s one success story from your career that you’re particularly proud of? 

Early in my site selection career, I worked with a West Coast company looking for a new location. They assumed Austin, Texas, was the right fit but wanted to be sure, so we went through the standard process. My final shortlist included Austin, Kansas City, and Nashville—much to their surprise. At the time, Kansas City didn’t align with their vision, and Nashville wasn’t on their radar as they were looking to replicate the progressive work environment they had in San Francisco and didn’t believe a location in the southeast could possibly live up to that standard. 

I had to convince them to even visit Nashville, which felt like a risk. Back then, it wasn’t a hotspot for corporate relocations, but I had recently been there and saw its potential. We toured Kansas City—which surpassed everyone’s expectations—and Austin was exactly what they had in mind. But then, Nashville blew them away, and they ultimately chose it. 

It was a pivotal moment for me because it was one of the first times I relied purely on professional experience over data. And when it paid off, it was incredibly validating. 

What advice would you give to women looking to break into this field? 

My advice, whether for men or women, would be to prioritize networking. Take the initiative—invite people to lunch, attend events, join committees, seek others’ insights, and learn from their experiences. It’s also important to network laterally, connecting with professionals in adjacent fields. 

In site selection and economic development, everything is constantly in motion, influenced by both macro and microeconomic factors. Staying engaged, being aware of industry shifts, and making connections help you see the bigger picture and connect the dots. Networking is one of the best ways to do that. 

What skills or experiences are most valuable for someone starting out in site selection or economic development? 

Curiosity is the top priority—it’s number one, two, and three. A moderate level of financial and analytical skills is also essential. While you don’t need to be a financial expert initially, you must understand the numbers driving a business, cost structures, and ultimately, location decisions. 

Attention to detail is equally critical, both in analyzing financial data and in any other form of assessment. The devil is always in the details, and success in this field requires going beyond surface-level insights and truly digging in – way in. 

What is a trend in the industry you are seeing that corporations/economic developers should be aware of? 

Tariffs—as everything changes daily; it is all in flux. But another area to monitor extremely closely is AI—it’s a game-changer, and we could talk about that for hours. 

The labor market is another area to watch closely as it evolves. Immigration policies, minimum wage rates, skill sets, AI’s impact on jobs, and automation are all part of the picture. 

Of course, we can’t forget about energy—availability, sources and pricing are key topics that are going to remain pivotal for site selection professionals in the coming years. 

How do you see the role of site selection evolving in the next five to 10 years? 

Site selection, like many industries, will need to accelerate—from identifying a need to having shovels in the ground and doors open. As the world moves faster, site selection must keep pace. 

With the help of AI tools and GIS technology, the industry will be able to manage this pressure more effectively. 

Additionally, while site selection is already a comprehensive discipline—incorporating engineering, labor analytics, network modeling, taxes, and more—it’s continuing to evolve. This evolution likely means bringing physical site due diligence, legal due diligence, and market analysis even closer to the process. 

Our team at Violet PR recently joined more than 450 industry experts at the International Economic Development Council’s (IEDC) 2025 Leadership Summit in Washington, D.C. The event is designed to provide industry leaders with actionable insights and strategies for a rapidly evolving landscape. 

I was joined by Violet PR President and Founder April Mason, and we were able to hear from – and connect with – a variety of leaders from economic development (ED) organizations. Topics of conversation ranged from changing foreign direct investment (FDI) trends and workforce development patterns, to broader strategies around economic growth and communicating business wins. 

Here are some of our event takeaways: 

Navigating FDI Within the Current Landscape 

As Bill Cronin, president and CEO of the Pasco ED Council, noted while speaking on current tariff policies, “Change is risk but also opportunity; so, how do we leverage that opportunity?” 

An example of this, he noted, is through mergers and acquisitions (M&A). Cronin said that almost all M&As by foreign companies entering the U.S. are driven by expansion goals. Through M&A activity, foreign companies can select established or emerging U.S. markets and acquire both existing facilities and a sizable workforce, increasing their chances of long-term success. 

Also, as Jessica Reynolds, senior director for the Office of International Investment and Trade at the Maryland Department of Commerce noted, ED organizations can consider leveraging Foreign Trade Centers – which provide businesses with unique resources and counsel, along with training – to aid their navigation of the U.S. market. 

Workforce Success Starts With ED, Higher-Ed Collaboration 

As industries like semiconductor manufacturing and energy continue to flourish, we’ll need a robust workforce to maintain that success, several local leaders noted. Communication between ED leaders and higher education professionals is essential in pinpointing workforce gaps. 

On the ED side, a direct – and two-way – path to local employers is highly beneficial when identifying workforce needs. When those needs are, in turn, communicated to local educational institutions, these partners can develop tailored curriculum, or even lead specialized training programs. 

Additionally, as ED leaders engage regularly with their local companies, they too can direct employers to an array of helpful resources – including a network of local contacts who can answer tailored questions or discuss available talent. 

Ultimately, today’s ED leaders are facilitators. 

A Comms Plan Is Key for Community News 

Whether it is a groundbreaking or a major company expansion, reporters often lean on ED officials to help tell their local stories. As Mike Allen, co-founder at Axios, shared during his talk, “The people in this room are great storytellers… You are the best sources.” He emphasized that ED professionals have access to breaking news before anyone else, making them invaluable sources for journalists looking to stay ahead of the curve. 

By intentionally building and nurturing reporter networks, ED professionals may ultimately be given a platform to showcase their city or region’s unique resources and perhaps discuss a range of recent wins. Suffice to say there is incredible upside to engaging with these reporters. 

We had a great time on the ground in D.C. this year. So, when your organization is ready to share its unique stories, Violet PR can help! Begin by reviewing some of our recent case studies, and reach out to our team today! 

Image courtesy of the International Economic Development Council

For the millions of families caring for children with special needs, accessibility and inclusivity in the design and amenities offered within public spaces are so incredibly important. But far too often, these are overlooked and many places are only focusing on the bare minimum.   

Through our work with some trailblazers in a broad range of industries, we get to shine the light on so many organizations that see the value in going above and beyond to ensure that accessibility is not an afterthought but a focal point. Pittsburgh International Airport (PIT) was among the first airports in the U.S. to offer a sensory room, which are now becoming much more common. Another example is Kansas City International Airport’s flight experience simulator designed by Dimensional Innovation that was featured in Fast Company in 2023. This flight simulator lets travelers practice take-off and landing in a real but decommissioned Airbus 321 cabin. 

Both are dedicated to a seamless passenger experience for all – with supports in place for those who need it most.  

At PIT, “universal access” has been the airport’s approach to not only meeting accessibility standards but exceeding them. Recently, we spoke with Siri Betts-Sonstegard, PIT’s Senior Vice President for Experience and Design, on why “universal access” is such an important initiative for the airport and how it informs the level of service they aspire to bring to air travel.   

What sparked Pittsburgh International Airport’s focus on accessibility for its new $1.5 billion terminal that will be opening later this year? 

Accessibility has been a focus for Pittsburgh International Airport since our CEO, Christina Cassotis, joined the team in 2015. There’s so much research on the benefits of reducing barriers and the impact that can have on the passenger experience. We like to look at this from a comprehensive standpoint and consider the full complexity of different humans and their learning styles. I think we’re unique in our approach to accessibility, which is rooted in service design.  

How would you describe “universal access” and how did it inform the new terminal?  

The population whose travel is affected by lack of inclusive design includes individuals with disabilities, temporary impairments, families with children, older adults, and others. Universal access is about being very intentional about the design and services that impact these individuals and bring care and ease to what can be a stressful situation. We aim for universal access in our physical spaces, wayfinding, digital platforms, services, products, acoustics and messaging.  

Do you think this initiative will influence accessibility at other airports? 

Absolutely. Pittsburgh International Airport is unique among U.S. airports for having an in-house service design team dedicated to creating universally accessible experiences for all passengers. Our hope is that this approach inspires a broader movement, making service design and accessibility a priority across the aviation industry. 

What are some of the key features of the new terminal that fall within this category? 

We already have Presley’s Place, a sensory room that helps people with special needs and first-time flyers feel more comfortable, but the new terminal will have intuitive layouts for easier navigation, accessible-height ticketing counters, adult changing tables, additional nursing rooms and digital wayfinding with less clutter.  

Anything else you’d like to share? 

There is such a need for thoughtful design and intentional service interactions, particularly in airports where many service interactions are beyond travelers’ control. We already exceled in providing the ‘Brilliant Basics’ but this program allows us to do more. Being able to infuse ‘Care & Ease’ into the airport experience is an opportunity to impact so many different people.   

+++ 

Anyone who is close to me knows how passionate I am about this topic – both from a personal and professional standpoint. Being given the opportunity to work with innovative organizations like Pittsburgh International Airport that are making a real difference in this space has been a career high and a true honor. I’m excited – and hopeful – for a future where all organizations and people view accessibility as thoughtfully and carefully as these organizations.  

As we kick of 2025 this month, Violet PR looks back on a big year in 2024 – one filled with election noise, changing global priorities and new opportunities in the artificial intelligence (AI) and tech space. In 2024, our team secured a whopping 1,679 earned media placements, reaching an estimated audience of 33 billion people worldwide.  

Here are the top 10 media hits that defined our year: 

USA Today: Kansas City small businesses thank Taylor Swift for economic boom: ‘She changed our lives’ 

Kansas City-based small businesses gushed about Taylor Swift’s economic impact, crediting her visits with significantly boosting their bottom lines. Violet PR coordinated a five-day trip for USA Today reporter Bryan West, arranging interviews and site visits to highlight the city’s Swift-inspired surge. Talk about shaking it off—and cashing in!  

Read the story here. 

Wall Street Journal: Topeka’s campaign to attract Hispanic residents

Topeka, Kansas, took the national stage with a campaign aimed at attracting Hispanic residents, including immigrants, to fill the city’s 4,000 open positions. Violet PR’s targeted outreach showcased the city’s welcoming attitude and bilingual school programs, ultimately leading to a Wall Street Journal feature. The article, “The American City With a Message for Migrants: We Want You,” captured how civic leaders are creating opportunities for newcomers. 

Read the story here. 

Forbes: Newark’s Renaissance

Newark’s ongoing transformation took center stage in Forbes with the piece, “A Thriving Ecosystem of Amenities Is Sparking Newark’s Renaissance.” Violet PR collaborated closely with the reporter, strategically spotlighting the city’s surging tech scene, vibrant arts community, and expanding infrastructure—key factors driving Newark’s revitalization. 

Read the story here. 

Die WELT: Pittsburgh goes global 

Recognizing Pittsburgh’s growing allure for European audiences, Violet PR orchestrated a reporter visit from Die WELT, one of Germany’s most influential newspapers. This in-depth coverage highlighted Pittsburgh’s economic transformation and cultural offerings, including its historic ties to German immigrants and modern-day partnerships with German firms. By coordinating interviews with business leaders, urban planners and community advocates, we showcased Pittsburgh as a hub for innovation, boosting the city’s image abroad.  

Read the story here. 

The BBC: Lehigh Valley’s global moment

Capitalizing on the Lehigh Valley’s location in eastern Pennsylvania, Violet PR’s pitches highlighted its economic renaissance as a burgeoning home for advanced manufacturers. These ongoing pitching efforts captured the interest of the BBC – one of the world’s most renowned, trusted media organizations. Don Cunningham, president and CEO of the Lehigh Valley Economic Development Corporation, was featured in a larger article discussing economic issues and sentiments ahead of the 2024 presidential election. 

Read the story here. 

Politico Tech: Oklahoma’s tech spotlight

Violet PR found an opportunity to position the state of Oklahoma as a leader in the technology, energy and advanced manufacturing spaces by tying the state’s economic development efforts to the election. As a result of ongoing pitching, our team secured a 15-minute interview for Oklahoma Governor Kevin Stitt on the prominent POLITICO Tech podcast just prior to the Republican National Convention. 

Listen to the segment here. 

Bloomberg TV & Radio: Brooklyn Navy Yard reinvents the waterfront  

In June, Brooklyn Navy Yard CEO Lindsay Greene joined Bloomberg anchors to discuss the Yard’s transformative projects. This high-profile appearance underscored the Navy Yard’s growing reputation as a key NYC innovation hub, with more than 500 businesses. Violet PR’s strategy included aligning the Yard’s story with industry trends, ensuring that Bloomberg’s global business audience recognized the project’s significance for Brooklyn and the broader economy. 

Watch the segment here. 

Fortune: North Carolina gets a German boost

Fortune spotlighted North Carolina’s burgeoning German diaspora, fueled by multibillion-dollar corporate investments that are reshaping the state’s economic landscape. Violet PR’s collaboration with the publication involved orchestrating interviews that showed how multinational partnerships are driving workforce expansion and technology exchange. 

Read the story here. 

The Globe and Mail: Tariffs spark Buffalo’s boom

Capitalizing on a timely news hook around tariffs, Violet PR secured coverage for Invest Buffalo Niagara in The Globe and Mail, Canada’s leading news outlet. The feature highlighted Buffalo’s revitalization—from cutting-edge medical corridors to newly energized waterfront developments—positioning the region as a North American city poised to receive even more foreign direct investment from Canada. 

Read the story here. 

Cheddar: Pittsburgh takes off with airport overhaul

Cheddar featured the CEO of Pittsburgh International Airport to discuss the facility’s massive infrastructure initiative. With a new terminal opening in 2025, the coverage emphasized the region’s economic momentum, the airport’s role in advancing accessibility in travel, and how the airports of the future will incorporate the latest technology. 

Watch the feature here. 

Looking Ahead 

We’re proud of the results that have made headlines in the economic development sector—from landmark infrastructure investments to community-driven revitalization projects.  

So, what stories will dominate the headlines in 2025?  

Already, trends will include increased foreign direct investment, a renewed emphasis on workforce training and development, and of course, the impact of artificial intelligence. At Violet PR, our mission remains unwavering: to craft stories that help communities and organizations realize their fullest potential.

The 2025 news cycle is already in full swing!  The incoming administration – combined with the rise of artificial intelligence and independent content creators – are changing the news landscape perhaps more dramatically than ever before.  

With social media companies like Meta reversing its position on fact-checking, major employers like Walmart, Boeing and Ford dropping or scaling back diversity, equity and inclusion (DE&I) programs; and the new administration’s plans to increase tariffs, build more data centers and expand oil and gas drilling – business news coverage will certainly change in the months to come. 

Regardless of your political affiliation, economic developers seeking the spotlight will need to move fast and stay abreast of what’s current. Here are five important news trends to keep in mind this year: 

1. Traditional media will decline in influence as people turn to podcasts and individual content creators for information.

Whether it was the Joe Rogan Experience or Call Her Daddy, the 2024 presidential race played out on podcasts more than ever before. (In fact, Trump declined traditional media opportunities – including a prime-time slot on 60 Minutes – and conducted more podcast interviews instead.) In 2025, podcasts will continue to grow in influence, and you and your spokespeople should be prepared for this conversational type of interview. In addition, starting your own Substack or Medium page and posting long-form articles regularly on LinkedIn are exceptional ways to get your news out. You should also encourage community members to share positive stories and accurate information about your region on social media.

2. Mainstream news outlets will be stretched with fact-checking duties to distinguish themselves with editorial credibility.

This week’s announcement by Mark Zuckerberg that Meta platforms are ending their fact-checking programs follows a trend started by Elon Musk on X. This means journalists with mainstream outlets will need to spend more resources fact-checking online information – and reporters may have less time to cover enterprise stories about your region. But perhaps more importantly, mainstream media outlets will want to see data and sources to back up your pitches and news releases – so make it easy for them. In addition, your economic development organization (EDO) will want to have a fact-checking system in place to monitor and correct any misinformation about your region in real time.  

3. Broad acceptance and focus on new U.S. policy directions.

During the first Trump administration, there was significant questioning and pushback from mainstream news outlets and thought leaders about policies related to energy, the environment, immigration and tariffs. This time, given the popularity of right-leaning policies around the world, covering topics like DE&I initiatives and sustainable technologies will be less of a priority. Instead, business journalists will be seeking out “made in America” manufacturing stories, artificial intelligence (AI) advances, and supply chain and reshoring news. 

4. Sectors like hyper scale data centers, manufacturing, and oil and gas will be more widely covered.

To follow on trend number three, prepare to promote your heavy manufacturing clusters, oil and gas companies, aerospace and defense businesses, and construction of all types – green or not. And Trump’s announcement this week about data center investments means more growth in this sector to support AI technologies – so be ready to communicate your position around these somewhat controversial project types. 

5. AI may upend the very meaning of “news.”

Though we can’t predict exactly how it will play out, artificial intelligence will have more of an impact on how news is produced and distributed than ever before. Publishers seeking to save money will likely lean on it more heavily to curate news. In addition, the rise of photo and video AI tools will make deepfake visuals more difficult to spot. Since AI bots typically scour the internet for content, your EDO should regularly publish data-driven infographics, economic news trends, business investment updates and visuals on your website. Be sure to regularly release blog posts and videos that tell your community’s story from a factual perspective to help educate the growing number of generative AI tools. 

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April Mason is president and founder of Violet PR, a public relations agency specializing in economic development.

At Violet PR, the future is not something that happens to us; it’s something we create. So, as we head into 2025 and celebrate our 15th anniversary in business, we are proud to reveal our evolved brand, which now better tells the story of how we write the future.

Our new brand identity isn’t about a new logo or color palette; it’s about doubling down on what sets us apart: a deep expertise in economic development, centered around a data-driven approach to storytelling and a steadfast commitment to helping our clients navigate an increasingly complex media landscape.

Our refreshed brand resonates with the spirit of resilience and innovation that defines our work. It also represents a promise to the communities, businesses and organizations we serve. We’re looking fearlessly at the challenges ahead and ensuring the stories worth telling break through the noise.

Here’s what influenced our rebrand:

• Resilience in the Face of Complexity

When the pandemic challenged industries around the world, our agency confronted uncertainty with creativity, nuanced messaging and rapidly adapting strategies. Knowing that all news coverage was suddenly COVID focused, we dug deep and acted quickly to find examples of supply chain strategies, retail business support programs. real estate and design solutions, and enhanced public safety measures. In short, Violet PR turned the challenge into an opportunity for our clients – generating favorable coverage in publications including Inc. Magazine, Financial Times, for Topeka and Good Morning America, the Today Show, Cheddar and the New York Times for the Pittsburgh airport.

• A Data-Driven, Female-Powered Firm

At Violet PR, a certified woman-owned small business, we understand the importance of bringing unique perspectives to communications. Our team uses numerous third-party sources, from the U.S. Census Bureau to the World Bank, to lend credibility to our pitches, crafting narratives that resonate with reporters. Data is more than a talking point; it is a cornerstone of how we help shape stories — ensuring our clients’ news reaches the right audiences with clarity and credibility. In an era where fake news and spin is more prominent in the world’s collective conversation, we choose to distinguish ourselves as “truth tellers” and operate an ethically-centered public relations agency to serve the highly volatile news media world.

• Leading the Way in Economic Development PR

As community leaders rethink their approach to growth, talent attraction and city design, Violet PR is focused on helping our clients position themselves favorably through storytelling. Few communications agencies understand how to bring complex economic and design narratives to life as effectively as we do. Our refreshed brand signals an even deeper commitment to the economic development industry, doubling down on our role as a key partner for cities, states and countries as they shape their skylines – and their futures.

What Our New Brand Means

With this renewed focus as we enter our 15th year in business, our clients can expect even sharper insights, more inventive strategies and a pursuit of unmatched excellence in telling their stories to the world.

The essence of Violet PR remains the same: we continue to stand for bold thinking and setting an ever-higher bar for generating news coverage for our clients.

Yet with this rebrand, we’ve refined our ability to tell powerful stories that stand out, resonate and drive the most meaningful results. As we step into the future — and look to the next 15 years for our agency — we do so with immense pride and excitement for the change, growth and creative opportunities that lie ahead.

We invite you to check out our new website at www.violetpr.com for more information or contact us at hello@violetpr.com.

Let’s write your next chapter together…