April Mason’s new book argues communities win by telling a sharper story

April Mason has released The Power of Place, a guide for economic development leaders on how cities and regions can identify their competitive advantages and turn them into stronger place-marketing strategies. The book packages her six-step Place Promotion Process with case studies, including Baltimore’s national media push, to show how communities can attract investment, companies and talent.

Why it matters: - Cities, regions and states compete for the same companies, workers and visitors. - Mason argues many communities lose that competition when they rely on generic messages about affordability and quality of life. - The book is aimed at economic development leaders who need a clearer way to identify what makes a place stand out and turn that into measurable results.

What happened: - April Mason released The Power of Place: How Great Communities Stand Out in a Global Economy in 2026 through Indie Books International. - Mason is CEO and founder of Violet PR, a public relations agency focused on economic development and place marketing. - The book presents the Place Promotion Process, a six-step framework developed from Mason’s work with cities, regions and international organizations. - The framework is designed to help leaders uncover hidden assets, shape a sharper narrative and reach investors, companies and prospective residents.

The details: - The six steps are: uncover hidden assets, study clues of success, craft the message, identify ambassadors, put publicity to work, and measure success and pivot. - The first step focuses on how a community is perceived and what strengths set it apart. - The second step looks for patterns in company relocations, emerging industries and demographic change. - The third step turns those findings into a specific narrative. - The fourth step calls for residents, business owners and experts who can speak from experience. - The fifth step uses earned media to amplify the story and build credibility. - The sixth step tracks results and adjusts strategy as conditions change. - Mason’s client list has included Baltimore, Buffalo, Kansas City, Mo., Newark, N.J., Pittsburgh and Switzerland. - One case study in the book examines Baltimore and calls it the country’s greatest comeback story in 2025. - Coverage of Baltimore’s redevelopment and momentum appeared in USA TODAY, CNN, Bloomberg News and Nasdaq Trade Talks. - Mason writes that face-to-face engagement with reporters in New York City is one of the most effective ways to build relationships and generate meaningful coverage. - The book adds practical guidance on finding credible spokespeople and spotting opportunities in the news cycle.

Between the lines: - Mason is pushing a broader shift from imitation to introspection in economic development marketing. - The argument is that place branding works better when communities lead with proof points that are hard for competitors to copy. - The Baltimore example suggests earned media can still play a major role in shaping how a city is perceived nationally.

What's next: - Economic development leaders can apply the framework to sharpen their messaging, identify stronger ambassadors and adjust campaigns as local conditions change. - The book’s case studies are positioned as a playbook for other communities trying to attract investment, business growth, visitors and talent. - Violet PR continues to market cities, states, regions, developers, destinations and mission-driven organizations through earned media and strategic storytelling. - More information is available at Violet PR and Indie Books International.

The bottom line: - Mason’s message is simple: communities win when they stop sounding interchangeable and start telling a story built on real competitive advantages.