June 23, 2025

179: Why PR Beats Advertising in Economic Development Every Time with April Mason

27 minutes

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.