How local media can help build a thriving Albuquerque economy

When I stepped into the role of executive director for the Economic Forum of Albuquerque, I made it my mission to ensure our organization continues to serve as a vital platform for delivering insights, igniting key conversations and inspiring collaboration across our region. Last year, I wrote about how the relentless stream of negative headlines takes a toll on our collective well-being, and I issued a call to action for our local business leaders to become 'narrators in chief' by publicly sharing their positive impact. Recently, the Economic Forum hosted a special panel featuring three of New Mexico's top newsroom leaders: Jeff Miller, vice president and general manager of KRQE Media Group; Sharon Brooks, editor-in-chief of Albuquerque Business First; and Matthew Narvaiz, business editor at the Albuquerque Journal. Our goal was to dive deeper into a crucial question: What is the local media's true role in economic development, and how can the business community partner with them to tell a better story for our city? What became clear during our conversation is that economic development is far more than an operational exercise of attracting companies or signing commercial leases. It starts long before a business opens its doors. As Miller pointed out, 'Local media has the responsibility for creating confidence in the community. ... Economic development begins long before a company even signs a lease. It begins when the people in the community believe that that community is worth investing in.' To build that collective confidence, our news outlets operate as an 'economic archive,' tracking vital trends — from commercial real estate to our burgeoning quantum technology sector — and serving as community connectors across business, education and municipal leadership. However, a common frustration among business leaders is the perception that the media only covers bad news. The panel addressed this head-on with candor. Bad news is obvious and head-turning, but as Miller noted, 'Good news often requires someone to show us where to look and help us find that story.' So, how do we help them find it? The panelists shared invaluable insights on how business leaders can effectively share their successes: Focus on impact, not self-promotion: Media outlets are bombarded with hundreds of press releases a day. A ribbon cutting or a corporate milestone is fine, but journalists want to know the human element. 'What we're interested in from the business community is not that you just hired 50 new people,' Miller shared. 'It's how you changed the lives of 50 families. That's the difference.' Show why you choose New Mexico: Brooks emphasized looking beyond surface headlines to show long-term commitment. 'Tell me why you've been in the community for 25 years,' Brooks advised. 'How did you stay? How many people do you employ? What keeps your business going? Those are things I look for.' Build relationships before you need them: Storytelling is built on trust and ongoing communication. Narvaiz urged leaders to connect directly with beat reporters long before pitching a headline. 'We want to go have coffee with you. We want to have lunch with you ... developing those relationships even before stories come out ... makes it easier to pitch that story later down the line.' Engage transparently during challenges: When negative news occurs, the worst strategy is to hide. 'Silence is definitely a statement and not a good one,' Narvaiz warned. Brooks agreed, adding, 'Get your quote in the story. Don't put your head in the sand. ... It makes you look better.' Taking the call allows leaders to explain how they are actively addressing a problem and moving forward. At the Economic Forum, we firmly believe that when local businesses thrive, our economy thrives, and the people of Albuquerque thrive. But for our region to realize its immense potential, we must intentionally shift our narrative. This media narrative isn't just about scaling our existing local enterprises — it is a frontline tool for recruitment and retention. Prospective companies and top-tier talent look at local reporting to gauge a city's vitality before deciding where to expand, relocate or build a life. When we consistently highlight our successes, innovation and community impact, we don't just retain the bright minds already here; we signal to out-of-state talent and growing businesses that Albuquerque is a vibrant place to put down roots. Our local journalists live here, raise their families here and want to see Albuquerque succeed. As Narvaiz put it, 'I want to see Albuquerque and New Mexico succeed. I want to see it get to places it's never been before, and we have a role in that.' By building strong relationships with local media, focusing on real community impact and proactively sharing our stories of progress, we do more than just generate good public relations. We build a foundation of belief that together, we can drive economic vitality, attract and retain both growing businesses and world-class workforce talent, and shape a thriving future for all of Albuquerque. Emily K. Howard is the executive director of the Economic Forum and the owner and CEO of Cheetah Strategy. She is also a member of the Albuquerque Journal's Community Council.