Category: Blog

Securing coverage for your architecture firm in major publications requires more than distributing press releases or sending generic project pitches. The media landscape within architecture, engineering, and construction (or AEC) has its own nuances and unwritten rules. Editors and reporters in these sectors expect targeted, creative stories that fit their editorial calendars and audience interests – and they won’t entertain concepts that stray from them.

Understanding how to tailor your approach to meet these expectations is critical, and something we hope to help you unpack here.

Below are five public relations strategies that reflect this reality and improve your chances of securing meaningful, high-profile editorial coverage (and what that could mean for your firm).

1. Handle Project Completion Announcements With Care

If you’re considering a project completion story, keep in mind that top-tier architecture and design publications like Architectural Record, Architect Magazine and Metropolis Magazine expect exclusivity. Securing this exclusive requires careful coordination with all stakeholders, including clients, contractors and internal teams, to select the most appropriate publication.

Understanding who you want to reach with the story is crucial – this will influence the tone, angle and level of detail you present, ensuring the story resonates with the right audience.

Clear, upfront communication with the journalist about timing and messaging helps prevent misunderstandings, protects sensitive information and maximizes the story’s impact. Taking the time to manage this process thoughtfully not only increases the chances of high-quality coverage but also strengthens your firm’s credibility and trust with key media contacts.

Because this type of situational media pitching is so intricate, it’s often best left to PR teams, who can leverage their media expertise and manage the correspondence for you. But, more on that later.

2. Keep the Story Alive After the Exclusive Runs

A single project can yield several story opportunities if approached creatively. Beyond announcing completion, consider angles around challenges solved (e.g., community engagement, zoning, climate adaptation), innovations introduced, or how the design reflects larger trends.

Communications teams can develop several short pitches tailored to different outlets – some may want the technical story, others the social impact. This helps extend the life of a project in the media without oversaturating any one message.

For example, when the Kansas City Current opened CPKC Stadium – the first purpose-built stadium for a women’s professional sports team – Violet PR secured a Bloomberg feature that moved beyond the ribbon cutting. The story highlighted how the stadium was intentionally designed for women, by women. With the CPKC project, the women-led architecture firm Generator Studio crafted a venue that advances equity in stadium development and positions Kansas City as a national leader in women’s sports.

3. Use Thought Leadership to Add Value

To build credibility beyond project work, position your team as a trusted source on topics shaping the built environment – whether that’s sustainability, urban planning, emerging technologies, or broader industry trends.

Editors look for commentary that goes deeper than surface-level talking points. They want subject-matter experts who can articulate the “why” behind design decisions and offer perspective on current challenges or shifts in the industry.

Contributing expert quotes, authored articles or insights tied to timely news can lead to feature stories, interviews and other earned opportunities that keep your firm visible between project announcements.

For example, Spanish architect Luis Vidal – designer of more than 30 airports globally – used his work on Pittsburgh International Airport’s new terminal as a launchpad to discuss post-pandemic travel trends. In an Azure feature secured by Violet PR, he shared insights on how COVID-19 reshaped airport design, positioning him as a forward-thinking expert and reinforcing his firm’s credibility between project milestones.

4. Visuals Are Everything

Editors often make quick decisions about whether to pursue a story based on the strength and availability of imagery. Before pitching, make sure you have high-resolution photography, renderings, or video content that clearly and professionally showcase the project.

In some cases, new visuals alone – especially of a completed or newly activated space – can serve as the angle. Make it easy for editors to access these assets by using press kits or file-sharing links with clear labeling and usage rights.

5. Build Relationships With Targeted Editors

Securing consistent media coverage often comes down to relationships. Identify the editors and writers who cover your firm’s area of focus – whether that’s civic and cultural projects, education, healthcare, adaptive reuse or another specialty – and stay current on the types of stories they prioritize.

Follow their work, engage with it thoughtfully, and look for opportunities to connect through a relevant email, social media comment, or by offering helpful context on a trend they’re tracking. A well-timed, personalized note goes further than any mass pitch. Over time, this approach builds trust and positions your firm as a go-to source.

The goal is to align your story with editors’ needs while showing expertise beyond completed projects. Thoughtful planning and proactive media engagement are essential to getting results in the competitive AEC landscape.

If you do succeed in landing impressive coverage, it will help not only enhance SEO and web visibility but also credibility among your stakeholders, clients, prospects, and partners. Earned media is an efficient tool, and typically a win-win. You can find some great ideas in this blog post for how to use your earned media coverage across other marketing channels, too.

It’s also a specialty of ours at Violet PR: We’ve worked with architecture firms both regionally, nationally and internationally to capitalize on their “big” project moments and make a strong media splash, atop other thought leadership efforts. You can read more about our work here.

Interested in connecting with a team that can partner with you on these tailored earned media campaigns? Shoot us a note today at: hello@violetpr.com!

Last month, Violet PR had the honor of presenting at the City Nation Place Americas conference in Ottawa, Canada — a global gathering of place branding and economic development leaders. Representing Violet PR were April Mason, president and founder, and Nicole Marshall, vice president, who were joined on stage by longtime client Bob Ross, SVP of marketing for the Greater Topeka Partnership. 

Together, we co-presented a session titled “Five Ways to Maximize Media Coverage for Your Community in the AI Age,” designed to help city, state and regional organizations navigate a fast-evolving media landscape shaped by artificial intelligence. 

Here’s some of what we covered during the session: 

Five Ways to Maximize Media Coverage in the AI Age 

1. Smarter Tools for Media Strategy – AI is already streamlining media research, trend spotting, and even identifying emerging journalists to pitch.
2. Better Prompts, Better Pitches – Learning how to “prompt” tools like ChatGPT can lead to sharper press releases, backgrounders and campaign ideas — but only with smart inputs.
3. Simplify the Complex – AI is especially useful for turning economic data, lengthy reports and jargon-heavy language into media-ready insights.
4. From Pitch to Press Kit in Minutes – We demonstrated how AI can support rapid content development, from visuals to video transcripts, without sacrificing quality.
5. Ground It in Journalism – AI is no substitute for news judgment. We emphasized the importance of relevance, timing and media relationships — all essential for “real” results.

Key Takeaways 

There are three main takeaways from the above tips, all of which we covered at length on stage. These include: 

• AI tools offer clear advantages, but the real magic happens when they’re paired with bold ideas and compelling place stories.
• Economic developers can lead the way by generating authentic content, leveraging real-time opportunities, and staying connected to journalists’ needs.
• Collaboration is key — as seen in our work with Topeka, where we’ve partnered to capitalize on national trends to generate top-tier news coverage.

Suffice to say that despite the meteoric rise of AI, its success in the communications world still depends on deep, creative thinking and collaboration.

Media Highlights: Topeka in the Headlines 

While in Ottawa, Violet PR also organized a media tour for Juliet Abdel, president of the Greater Topeka Chamber of Commerce. We secured interviews with leading Canadian outlets to highlight Topeka’s commitment to international business relationships despite tariff-related challenges. 

The campaign resulted in widespread coverage including these stories: 

• BNN Bloomberg, “Topeka Chamber of Commerce president visits Ottawa to strengthen trade ties” 

• POLITICO, “Canada Playbook: Topeka Calling”  

• The Canadian Press, “Kansas businesses hit by Trump’s trade war are wooing Canadian customers” 

• Moore in the Morning, “Juliet Abdel, CEO of the @TopekaChamber of Commerce, tells @JohnTory on @MooreintheAM that she is meeting with Canadian officials to help mitigate the backlash against the US in the midst of Trump’s trade war,” 

Looking Ahead 

We’re proud to be part of this global community of economic development and tourism storytellers. Thank you to City Nation Place and all our peers who joined the conversation about the future of cities and regions in a world shaped by technology and storytelling. 

Want to learn more about how Violet PR supports cities like Topeka? Let’s talk: https://www.violetpr.com/contact 

At Violet PR, we spend a lot of time helping clients tell powerful stories about how their communities are growing and changing. But in today’s fast-moving media landscape, how do you actually get those stories covered? 

To find out, we went straight to the source. 

Last month, Violet PR’s president April Mason hosted a webinar with Holly Moore, executive editor of Axios Local, and Alayna Alvarez, reporter for Axios Denver. With more than 2 million subscribers across 34 cities—and more expansion on the way—Axios Local is shaping the future of community journalism. 

Here are our top takeaways from the event for economic development professionals who want to get news coverage: 

Build Relationships, Not Just Pitch Lists 

Both Moore and Alvarez agreed: a personalized connection makes all the difference. Journalists are inundated with emails. If they’ve had coffee with you, chatted on Zoom, or know you’re following their beat, your pitch is 10x more likely to get read. 

“The emails I can’t ignore are from people I’ve actually spoken with,” Alvarez said. “Even a quick intro call helps.” 

Think Like Axios: ‘Smart Brevity’ and Why It Matters 

Axios is known for its Smart Brevity format—bold headers, quick bullets and clear takeaways. Want to really impress them? Format your pitch that way. Highlight why the story matters to their local readers, and reference similar stories they’ve already covered. 

“The why it matters is the most important part,” said Moore. “That’s what makes a story worth telling.” 

Use Data (and Strong Visuals) 

Axios loves numbers and visuals. Whether it’s Bureau of Labor Statistics (BLS) data, local wage trends or sustainability metrics, journalists want to see credible, surprising stats. 

“A good data set can spark a national story,” Moore told us. “We love anything that connects local trends to bigger narratives.” 

Strong visuals—especially photos that offer a rare inside look—may also even drive an entire story. So, be sure that these are not an overlooked portion of your pitch package. 

Want National Coverage? Tie Local Stories to Big Trends 

Local stories can go national when they reflect broader shifts—remote work, immigration, tariffs, sustainability, and artificial intelligence (AI). Axios looks for regional entities bucking national trends or leading the way in emerging sectors. 

Recent examples? 

• Colorado Springs named a top city for tech talent. 

• Denver’s growth in living-wage jobs. 

• Regional impacts of China tariffs, localized with hard data. 

AI Isn’t Replacing Journalists, It’s Helping Them 

Alvarez shared how she’s using AI tools like ChatGPT and NotebookLM as research assistants: summarizing court documents, brainstorming local angles on national issues, and even turning reports into mini podcasts to help digest complex content. 

“AI helps me think through problems in new ways,” she said. “But every fact still has to be checked.” 

Pitch Early, Follow Up Smartly 

Do you have an announcement or report coming out in a few weeks? Now is the time to pitch. Each Axios Local site publishes five stories a day—if you can help them lock in a great one early, you’re doing them a favor. 

And yes: phone calls and even texts are welcome, especially once you’ve built a relationship. 

Positive News Is News 

Yes, they’ll cover hard stories. But Axios Local is actively looking for stories that bring readers joy and hope. That’s part of what builds trust with readers—and PR pros who can bring those “smile-worthy” stories to the table are especially valued. 

“We want people to feel good at the end of our newsletter,” Alvarez said. “We look for a smile every day.” 

Axios Is Expanding – Even to Smaller Cities 

With 2025 launches in places like Boulder, Huntsville, and Kansas City, Axios is redefining what local journalism looks like—one curated newsletter at a time. That means more communities have a shot at national-quality coverage, even those without a strong daily newspaper. 

Final Thoughts 

As PR professionals working in economic development, we know how much thought goes into crafting the right message. This conversation with Axios confirmed something we’ve long believed: When you match strong relationships with strategic storytelling, your message travels farther and lands more powerfully. 

We’re grateful to both Axios reporters for sharing their insights—and we’ll definitely be putting these best practices to work for our clients. 

Want Help Pitching Your Next Big Story? 

We know what reporters want, because we work with them every day. So, let’s chat—reach out today at hello@violetpr.com. 

Also, as a reminder, you can tune into the recent webinar by clicking here or viewing the below. 

The 2025 SelectUSA Investment Summit brought together over 4,000 global business leaders, investors, and U.S. economic development officials just outside Washington, D.C., and Violet PR was on the ground helping clients stand out. 
 
Representing a diverse range of U.S. regions—from Oklahoma, Georgia and North Carolina to Sacramento, Southern Idaho and Kansas City—our team worked behind the scenes to secure media opportunities, prep spokespeople and navigate a packed, three-day agenda of global networking. 
 
Whether coordinating press conferences, wrangling reporters or supporting high-stakes interviews, Violet PR made sure our clients’ voices were front and center. 

Media Interviews Secured by Violet PR 

We were proud to coordinate interviews with the following national and international media outlets: 

• Business Facilities 

• Defense One 

• fDi Intelligence 

• FedTrade Podcast 

• Global Trade Magazine 

• Handelsblatt 

• Investment Monitor 

• Leaders Edge Magazine 

• Mlex 

• Nikkei Asia 

• NOS (Dutch Public Broadcasting) 

• South China Morning Post 

• Transport Topics 

• WirtschaftsWoche 

Why It Matters 

At Violet PR, we believe great stories deserve great visibility. SelectUSA gives our clients a chance to meet investors, site selectors and global business leaders face-to-face—and our job is to make sure the media is there too.

Want to make headlines at your next international event? Let’s talk. Reach out today at hello@violetpr.com. 

Snapshots from the Summit 

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