By: Timson Nguyen, Public Relations Fellow

It is Economic Development Week and at Violet PR, we’re spotlighting the storytelling unfolding in a space now so vital to our collective economic strength… 

In a fast-moving business landscape, economic development organizations (EDOs) certainly have lots to say, but how do they do so in a way that limits industry jargon and turns project wins into digestible stories worth sharing? And generally, what makes an economic development story worth telling in the first place? 

In this article, we offer several tips that you, as an economic development professional, can pursue to cultivate stories that truly move the needle. 

From shedding light on fresh industry and demographic data, to spotlighting the community that powers an economy, and connecting stories to national conversations, economic development storytelling has become an intricate process. But here’s our best advice for all three areas: 

Data-Driven Narrative 

As an EDO, it’s critical to back up the information you’re disseminating, and one reliable way to do so is grounding your findings/strengths/wins in credible data sources. Creating a data-driven narrative gives your organization the chance to differentiate itself from your competitors. Having the right data to prove economic growth helps demonstrate the city/region/state’s ability to attract business and workforce. And showcasing the right data that sells your economy’s “it factor” can ultimately spur new business considerations (and eventually drive workforce and community growth). Data sources such as Census, Brookings Institution or other third-parties have traditionally demonstrated strong storytelling abilities.  

One additional consideration, however: some readers – often busy corporate decision-makers – may not be able to digest oversaturated data points, so it’s important to make this data presentation eye-catching. This can be done by incorporating infographics to visually highlight critical areas. Whether you visually compare that data against your competitor’s markets or make an accompanying graphic that emboldens your economic claims, a visual cue is sure to make a reader stop and reflect on the importance of what’s being shared. 

Human-Centric Narrative 

Another storytelling method to effectively translate economic growth onto the page is to show off “community” more generally: That means spotlighting the humanity that’s catalyzing regional growth. So, what’s keeping people in this city or state? And what, beyond their nine-to-five, is so intriguing? You can’t have a thriving economy without the people fueling it, and vice versa. 

A factor to consider in your economic development media efforts: 

• How are the economic incentives your region provides fueling your community?  

Spotlighting those anecdotes and human-centric stories grounds your growth for everyday readers or regional outsiders. 

Another tactic:  

• Featuring a family that has moved to the region because of the abundance of job opportunities in innovative / desirable fields. 

• Also: 

• • Showcasing a community event completely dependent on the infrastructure it’s powered by… 

• • • For instance: a catchy, well-attended event occurring within a park, community center, or arena, etc., constructed thanks to public-private partnerships and/or EDO-specific incentives. 

Extracting media-ready anecdotes from these personal stories helps outline the real-life impacts of business growth across the community. 

Remember, people fuel an economy – and, helpfully, journalists love incorporating “human” stories. 

Macro Approach  

Lastly, another economic development storytelling approach designed to engage readers involves clearly tying a local pattern or development to national trends; or rather, sharing how your economy may be setting the precedent. 

Think of this as tapping into the national dialogue and offering stories (likely in the shape of media pitches) that speak to pressing items and national headlines. This can also steadily build a thought leadership foundation for key EDO executives. 

There are several components to a “national” story. To start, consider capturing ways in which your market balances public/private funding models for development; or quantify next-generation technology headquarters relocations; or outline how the region is approaching potential data-center recruitment, etc. 

Your approach to any of these categories may be different than other regions, and so, if your output has been positive, share away (via blog, media pitch, case study, etc.)!  

Laying the groundwork to set your economy as a trailblazer or a reinforcer of national trends can inspire additional growth (or at least attention). And with that momentum, your region may become a paragon of national economic development.

Take-Away 

These are surefire ways to share meaningful economic development stories. Factoring data, community and broader trends into your messaging demonstrates real expertise and know-how. 

So, this Economic Development Week, keep these strategies in mind as you ramp up your media and marketing efforts. 

And if you’d like to chat about amplifying your region, give us a shout at hello@violetpr.com.