What makes some communities stand out while others struggle to tell their story?

In this episode of Develop This!, Dennis Fraise speaks with Sandy Dubay, CEO of PPR Strategies, about the growing importance of communication, branding, and storytelling in economic development.

Drawing on her experience in both economic development and public relations, Sandy explains why authentic storytelling has become one of the most powerful tools communities can use to attract investment, build trust, and create lasting connections.

The conversation explores common communication mistakes organizations make, the importance of maintaining consistent messaging, and how communities can develop brands that reflect who they truly are rather than who they want to be.

A major focus is the challenge of communicating across generations. Sandy shares practical insights on adapting messages to different audiences, leveraging social media effectively, and meeting people where they are without losing authenticity.

The discussion also covers crisis communication, media relations, and the leadership skills needed to navigate an increasingly complex communication environment.

A key takeaway? Strong communities are built on strong stories—and the most effective stories are authentic, consistent, and centered on people.

Key Takeaways

Authentic storytelling strengthens community identity and growth
Consistent messaging is essential for effective branding
Communities should focus on stories that genuinely resonate with audiences
Communication strategies must adapt to different generations
Strong media relationships help amplify community success stories
Crisis communication requires preparation, transparency, and trust

Key Topics Covered

Evolution of economic development and community branding
Authentic storytelling and community messaging
Media relations and communication strategy
Generational communication differences
Social media and audience engagement
Leadership and crisis communication

Sound Bites

"Tell the stories that truly resonate."
"Consistency is critical in branding."
"Meet your audience where they are."