Small EDO’s can make a big splash: how your organization can leverage PR

While everyone can appreciate the advantages of generating positive press coverage for economic development successes and initiatives, we often are asked how small or medium-sized economic development organizations can leverage public relations. 

First and foremost, it's important to appreciate why economic development organizations of all kinds should seek out ways to increase visibility and credibility. Many community stakeholders don’t fully understand the range of services offered by EDOs. Many people don't really understand what the term "economic development" means or what it looks like in practical ways. It's critical for economic development professionals to convey the important work they do, whether it's supporting local businesses, attracting new investment, or developing labor force programs to retain, attract, or reskill workers. This helps them achieve buy-in and cooperation from elected officials, business associations, municipal and county officials, as well as institutions like universities, arts centers or research consortiums that share similar goals.

Small or medium-sized economic development organizations don't need to let their population size limit their online presence. Violet PR is one of a very small number of PR firms that specialize in economic development. The Violet PR team understands that small and midsized communities can find it daunting to effectively differentiate themselves from larger metros: it's one of the reasons we consistently win PR industry awards for client work. A strategic communications plan is essential to help communicate objectives, programs, and successes along the way, and PR is an important and often overlooked part of this. With specialized and well-placed public relations support, these areas can spotlight new business attraction, workforce incentives, competitive real estate, or new attractions. Experienced PR professionals ensure communities can present their unique benefits to the world, encouraging even more growth.  

The process begins with a customized consultation to help economic developers in these locations uncover news stories for different kinds of media outlets. Sometimes that means national and international press; other stories are a better fit for a regional or trade audience. All coverage can be leveraged as proof points about a region's investment and talent attraction efforts and can help drive traffic to your website. Additionally, social media will amplify the reach and impact of press coverage among key stakeholders and business prospects.

Invest Buffalo Niagara

Violet PR was tasked with supporting Buffalo, New York’s resurgence through job and investment creation, growth and attraction. Using pitches and press releases, Violet PR leveraged Buffalo as a model for other cities looking to rejuvenate due to its revitalized downtown, innovative economy and strategic partnerships with local businesses. Though Buffalo is a mid-sized city and smaller market compared to New York City, our team secured coverage in news outlets including CNN, New York Times, Fast Company, Bond Buyer, American City & County and EcoWatch. This generated 237 million coverage views and 115.4 billion readership positioning Buffalo as a revitalized city and climate change refuge.

Greater Topeka Partnership

A state capital of less than 200,000 people, Topeka, Kansas tasked Violet PR with generating national media attention for their “Choose Topeka” program. This program was designed to attract professionals to the city, offering $15,000 for those who did so. Thr Violet PR team worked with our client to build a library of new photos and videos of Topeka and its lifestyle assets, including the Equality and Transgender Houses, Black Lives Matter murals, Topeka’s hip new restaurants, and luxury Cyrus Hotel. The campaign far exceeded our expectations: in its first year, we secured 73 media placements in outlets including Fast Company, Forbes, Travel + Leisure, Yahoo! News, Business Insider, SF Business Times, The Wall Street Journal, Fox Business, Bloomberg City Lab, CNN, Reuters, MarketWatch and dozens more. Over 4,500 people from 48 states and a dozen countries applied for the “Choose Topeka” program, and 40 professionals relocated – creating a $3.2M regional economic impact.

Newark Symphony Hall

Newark Symphony Hall (NSH) approached Violet PR as the organization felt it was being overlooked by the NJ media compared to other regional performing arts centers. Leveraging thought leadership and NSH’s deep history, the team developed language the position NSH as a strategic economic development tool in Newark. Violet PR secured over 300 news stories about NSH in outlets like Essence, Ebony, SiriusXM, American Songwriter, Newark Star Ledger, NJBIZ New Jersey Business, ROI-NJ and more. As a result of this media coverage, Governor Murphy included a $5 million budget for NSH, the first formally allocated state funds in more than two decades. Even as a small NJ arts center, NSH was able to make a splash state-wide and nation-wide to help improve their image and reputation.

With a well-planned public relations strategy, even small EDOs can make a big splash in the economic development arena. Ask us how!