We live today in a very complex and highly fragmented media environment, where credibility and believability of message have far less value and channels like Twitter and Facebook now “report” news and information. It always amazes me just how much power the media can have on influencing public perceptions about people, places or current events. Whether it’s the latest celebrity scandal or coverage of a natural disaster affecting thousands, the media plays an instrumental role in telling a story that can cause you to perceive or react to a situation in a certain way.

News stories about what cities or states are the best places to live in the United States are a good example. When one reads in Kiplinger about the “Ten Best Cities for the Next Decade,” it helps create a perception that these places are the best of the best and if you’re looking for a new, up-and-coming place to live and work, this article may help play a role in that decision.

Throughout my career, it has become increasingly clear to me how positive media coverage can help support economic development efforts across the country. Take for example, the increasingly positive news coverage of the Greater Lansing area. The local and national media have been a powerful force in telling Lansing’s story to others. All you have to do is open up the latest issue of The Greater Lansing Business Monthly or the most recent online issue of Capital Gains. There you’ll learn about the most current business expansion, redevelopment and renovation efforts that are impacting and growing the area’s economy.

The Lansing State Journal’s “A Greater Lansing” series has not only helped generate positive buzz about what’s happening on the economic development front, but also has provided a platform for local leaders and community representatives to share their insights on ways to continue to grow the region.

It doesn’t take an expert to know that people want to feel good about the place they call home.  Spreading the word about the good things that are happening in any city or region, no doubt, can help support this.

When Michigan consistently tops the list for loss of jobs and businesses, believe it or not, there is still a good news story to be told…and that is Greater Lansing.

Before 2007, we couldn’t keep our younger adults (25 to 34 years old) from moving out in droves to other cities and finding better jobs elsewhere. Yet now, based on a joint study with LEAP and Capital Area Michigan Works!, the data are showing we’re actually attracting this segment of the population back to Lansing. Why? Because we have significant opportunities to offer. Lansing has a growing entrepreneurial base. We have the ability to attract and retain innovative companies such as TechSmith, LiquidWeb, or Neogen to our area. We have successful placemaking initiatives occurring right now. And with these essential characteristics in place and the help of positive media, people and businesses locally and globally are finally taking notice.

Today, our region is the bright spot in the state.  We can’t ignore the fact that we’ve been recognized as one of Kiplinger’s Top 10 Best Cities for Young Adults or one of Entrepreneur Magazine’s Top Ten Places to Start a Business, or that we’re ranked the seventh-highest city in job gains in the United States by the Milken Institute’s “Best-Performing Cities” 2010 report. These are significant achievements with tremendous impact. These are the stories that have to be told in order for people to stand up and take notice as to what’s happening here. These are the messages that help support the reality that we are the “Next American City” (as recognized by the recent IBM Smarter Cities Challenge).

Those of us who live here, work here and conduct business here know this…that Greater Lansing has great things to offer and is a region of vast opportunity. We must celebrate it, and continue to showcase it to the world.

News shouldn’t just be about the latest scandal or battle between politicians. It has to also be about telling and spreading the good news stories that exist too. Unfortunately, all too often, we find ourselves living in a society where focusing on the negative trumps positive news. Some say it’s just human nature. I believe there is always an opportunity to highlight and recognize the bright spots—of which there are many in Greater Lansing.

		Denyse Ferguson is the president and CEO of the Lansing Economic Area Partnership (Leap Inc.), the region’s leading economic development organization.