The Power of Place

The Power of Place: How Great Communities Stand Out in a Global Economy

About the Book

The Power of Place: How Great Communities Stand Out in a Global Economy by April Mason explores how cities, regions, and communities can identify what sets them apart, shape their narratives, and compete for talent, investment, and attention in a rapidly changing world.

Drawing on more than 30 years of experience in economic development and public relations, Mason examines how the rules of place promotion have changed, particularly as artificial intelligence, social media, and shifting news consumption habits influence how people discover and evaluate communities.

Through real-world examples from Buffalo, Tacoma, Pittsburgh, Newark, Southern Idaho, Kansas City, Topeka, Baltimore, and Switzerland, Mason shows how communities have used strategic storytelling to challenge outdated perceptions, uncover hidden assets, attract attention, and reposition themselves for growth.

At the heart of the book is Mason’s six-step Place Promotion Process, a practical approach that helps communities identify their strengths, develop compelling narratives, engage the right voices, and use publicity to shape perceptions and build momentum.

The Power of Place offers a practical guide for economic development organizations, city and regional leaders, and others working to strengthen their communities’ visibility and competitive position in a global economy.

About the Author

April Mason, CEO and Founder

April Mason is the author of The Power of Place: How Great Communities Stand Out in a Global Economy and a leading expert in economic development and place marketing. She is also the founder and CEO of Violet PR, an award-winning public relations agency specializing in economic development and real estate.

In The Power of Place, April draws on 30 years of experience working with cities, states, and regions to examine how communities can change perceptions, stand out, and compete in a global economy. Through real-world examples in cities like Buffalo, Pittsburgh, Kansas City, Baltimore, and beyond, she explores how communities can uncover overlooked strengths, develop compelling narratives, capitalize on timely opportunities, and use strategic storytelling to reshape how they are seen.

Throughout her career, April has helped communities and economic development organizations across the country strengthen their identities and compete for investment, businesses, talent, and attention. Before founding Violet PR in 2010, April directed media and marketing campaigns for the Kansas City Area Development Council. Under her leadership, Violet PR has earned national recognition, including the Public Relations Society of America’s Silver Anvil for Best Boutique PR Agency and Bronze Anvils for media relations campaigns on behalf of the Greater Topeka Partnership and Newark Symphony Hall. Violet PR has also been recognized as an Inc. 5000 company and one of Inc.’s Best Workplaces.

A frequent industry speaker, April has been named one of NJBIZ’s Best 50 Women in Business. She holds an M.S. in Journalism and Marketing Communications from the University of Kansas.

In the Media

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SPEAKING OPPORTUNITIES

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Who Should Read The Power of Place?

Economic development professionals working to attract businesses, grow investment and retain talent.
City and regional leaders looking to strengthen their community’s reputation and communicate what makes it distinctive.
Chamber of commerce and downtown leaders supporting local businesses and building vibrant communities.
Tourism and destination marketing teams giving people compelling reasons to visit and explore.
Real estate and development professionals helping people see the possibilities in a neighborhood, city or region.
PR, marketing and communications professionals turning a community’s strengths into stories that get attention.

“What April outlines is one of the most important, and perhaps overlooked, aspects of economic development… the power of a story. Communities thrive when their unique strengths, particularly overlooked strengths, are clearly articulated. By crafting compelling narratives, they can inspire innovation, drive economic prosperity, elevate quality of life, and unlock opportunities that help people and places reach their fullest potential, all while helping them stand out in a world of competing narratives and stories.”

Nathan Ohle, President & CEO, International Economic Development Council (IEDC)

“Site selection is about more than sites, incentives and workforce. How a community is understood — by companies, talent, and the wider world — matters, too. April Mason draws on decades of experience to show how communities can uncover what genuinely sets them apart and build a story around it. The Power of Place is a smart, practical guide to an increasingly important part of economic development.”

Andy Greiner, Editor, Area Development Magazine

“Every community wants to stand out. Too many try to do it with a better slogan. But the real work is understanding what is already there, what it can become, and helping people see why it matters. April Mason understands that. The Power of Place shows economic developers how to move beyond generic ‘live, work, play’ marketing and uncover the people, assets, and stories that make a community worth paying attention to.”

Dane Carlson, Founder & CEO, Sitehunt, and Host, Econ Dev Show

“The competition for global investment is also a competition for attention and perception. The Power of Place makes a persuasive case that successful locations must understand not only their competitive advantages, but how to translate them into narratives that resonate internationally. Rich in practical examples, this is a valuable guide for the economic development and investment promotion professionals tasked with making places stand out.”

Courtney Fingar, FDI Journalist and Founder, Fingar Direct Investment

“Place marketing has always competed on narrative, not just numbers, but too many communities still lead with the same generic talking points. April Mason’s The Power of Place cuts through that with something the field actually needs: a practitioner’s framework, grounded in real campaigns and real results, for identifying what makes a community genuinely distinct and building a story the market will believe. For economic development professionals navigating an environment in which perception shapes investment decisions before a site visit ever occurs, this is a timely and practical guide.”