Finding various angles in a local economic forum

Michael Bidwell and John Martinson discuss Arizona's brand at the 2011 Economic Outlook September 8, 2010

As journalists we often have to cover press conferences, events and forums, and find a way to highlight the most exciting parts. As human beings with natural inclinations and opinions, it’s not unusual that we will often have different views on the most important aspect of a meeting.

Last week, I found myself at the Greater Phoenix Chamber of Commerce’s Economic Outlook 2011. There were reporters from local broadcast and print outlets in and out throughout the presentations, all looking for a peg to the story.

Coverage began to flow even before the keynote speaker had wrapped up the morning. Although the setting and the tones were similar with most the stories, it was interesting to see the varied aspects of the presentation different journalists chose as the most newsworthy angle.

The Phoenix Business Journal chose to highlight Michael Bidwell, the President of the Arizona Cardinals, campaigning hard for a brand repair of Arizona. Bidwell was part of a panel discussion on branding along with China Mist Tea Founder John Martinson, who echoed the need for an image repair. I guess the publication found Bidwell’s views more interesting, however, seeing as the Cardinals have faced some image problems themselves.

Politics were also a topic brought up in the panel discussion, mostly due to the call for more government and local business collaboration. Unlike the Phoenix Business Journal’s focus on Bidwell, the Arizona Republic focused on the call from business leaders to Arizona Gov. Jan Brewer to fix the state’s image.

With my own video report for Cronkite News, I recapped the forum by focusing mostly on the message of a slow recovery by the key speakers. The speakers told the audience the economy is beginning to recover nationwide and also in Arizona, but that it wouldn’t be until 2014 or 2015 until real change occurred. My colleague, Rebecca Mcclay, also took a similar route covering the issue of branding and slow recovery in the housing and job market in her article printed in the Tucson Sentinel.

With presentations about the state of the economy, there is usually one general message that will serve as a common story thread for underly each report. But like I saw with so many articles, each one found its own peg and its own headline to catch the readers attention and give the event more spice.