In this episode of the Econ Dev Show, Dane Carlson sits down with April Mason, president and founder of Violet PR, a boutique public relations agency specializing in economic development. April explains the difference between earned and paid media, sharing how editorial coverage can be worth five to seven times more valuable than advertising because of its inherent credibility.
The conversation covers newsjacking techniques, where PR professionals quickly tie current news events to their clients' stories, and explores how economic development PR differs from consumer-focused campaigns by focusing on business trends, tax incentives, and workforce development rather than lifestyle content.
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Ten Actionable Takeaways for Economic Developers
- Monitor news headlines daily and hold weekly team meetings to identify PR opportunities
- Focus on earning editorial coverage rather than paying for advertisements for 5-7x better credibility
- Develop a newsjacking strategy to quickly tie breaking news to your organization's strengths
- Pitch thought leadership articles to trade publications in your industry
- Create redundant systems or unique selling points that can become newsworthy angles
- Build relationships with journalists who cover economic development and business topics
- Develop spokespeople who can provide expert commentary on industry trends
- Differentiate your PR approach from consumer marketing by focusing on business fundamentals
- Leverage client successes and unique infrastructure as story angles
- Maintain a proactive media relations strategy rather than waiting for news to happen
Special Guest: April Mason.
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