As you would expect, we spend a lot of time talking about the value of Foreign-Trade Zone Program in the halls of Washington, D.C. But just as important is how FTZ stories are told back home—in the communities where companies are investing, hiring, and growing because of the program. Local visibility matters. It helps grow and protect your zone, attract new users, and reminds decision makers that FTZs are about real jobs and real projects, not abstract policy.

NAFTZ has engaged  recently with Violet PR, a firm with deep experience in economic development and trade, to help us shine a brighter light on the impact of U.S. FTZs, and strengthen the local story along the way. Over the past several months, Violet PR has been working closely with our team to develop a proactive media strategy that connects our national advocacy with local business and trade outlets in local markets.

You’ll see some early examples of that work below—from targeted outreach before our Annual Conference to follow-up coverage highlighting grantees and new board leaders. Looking ahead, we see significant opportunity for our U.S. FTZ grantees to work with Violet PR to tell local FTZ stories more effectively in local markets.

If you’re a grantee focused on growing your zone, attracting new operators, and reinforcing your value to local and state leaders, I encourage you to take a serious look at this opportunity. As Violet PR outlines in the following article, this program is designed to help you amplify the work you’re already doing and position your zone for its next chapter of growth.  If you have any questions about this, as always – please don’t hesitate to contact me directly.  Now for the rest of the story – let’s hear from the Violet PR team directly.

Over the past several months, Violet PR (VPR) has worked closely with NAFTZ’s leadership to develop a strategic approach that includes integrating local media in addition to trade, national, and mass media. Most recently, these efforts included media engagement both pre- and post-Annual Conference. For instance, prior to our event, VPR conducted targeted, in-market pitching in areas such as Delaware, Indiana and South Florida, among others, sparking coverage opportunities and building relationships with local business and trade publications.

Specific highlights, thus far, include:

• An interview between our board member Patty Cannon (Director of FTZ #99 for the State of Delaware) and a notable in-state journalist at the Delaware Business Times.
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• Also, media engagement for Dexter Salenda, Foreign Trade and Economic Development Director for the Ports of Indiana, which yielded coverage in INside Indiana Business.
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• Additionally, a reporter from the Kansas City Business Journal also attended the event and interviewed our K.C.-area grantee, Chris Gutierrez.
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• Plus, following the conference, VPR also focused on markets where NAFTZ welcomed new board members – amplifying awareness and creating opportunities for future coverage.

Looking ahead, VPR plans to collaborate with many U.S. FTZ grantees and other stakeholders to position them as thought leaders within their markets, ensure that NAFTZ’s work is recognized more broadly, and maximize the impact of their local and national media opportunities.

Sound interesting?  If you’d like to be considered for local media connections in collaboration with our VPR efforts, all you have to do is let us know.  For more information on this opportunity or how best to leverage it, contact Kristine Wells, NAFTZ’s Director of Communication & Member Services at kwells@naftz.org, or NAFTZ’s Director of Advocacy Melissa Irmen at mirmen@naftz.org.