Not long ago, members of the Battlefords Chamber of Commerce announced they were entering an agreement with a Saskatoon firm, Martin Charlton Communications, to do a communications campaign pitching all the good news in the Battlefords.
This is part of the Action Battlefords initiative. Their goal, they stated in their promotional material, is to “change the narrative and impact behaviours” in a positive way.
This is what it has come to. North Battleford’s brand has been so thoroughly run into the ground that reputation managers must come to the rescue to revive the community’s good name.
Action Battlefords weren’t planning to do this so soon. What sprung them into action was word that W5’s documentary about North Battleford crime was about to air.
They were right to be worried. That show was what everyone feared it to be: an over-the-top, sensational, bleak portrayal of life in North Battleford, a.k.a. “Crimetown.”
The city didn’t need this. (City council didn’t need it either, but that was my last column.)
Among other things, there has already been enough bad news in the Battlefords lately. The Amber Alert happened a couple of weeks earlier, and since then the provincial media have been swarming the North Battleford courthouse to do stories about the guy who was caught.
Making matters worse was word the Ministry of Justice would not lay charges in the RCMP shooting death of Brydon Whitstone. That is yet another downer of a local story. The coroner’s inquest in December in Battleford promises to be even less fun.
What’s most frustrating is that every time depressing stories like these hit the wire, the media then turns around and says “see, this is proof! North Battleford really is Canada’s most dangerous place!”
Heck, they won’t even give the city a break when the news is good! I noticed that when the hugely successful Winter Games were on in North Battleford, CBC News couldn’t even get through their story about it without bringing up Gerald Stanley.
Is it any wonder Action Battlefords has to hire a PR firm? This is what North Battleford is up against, folks.
So it seems.
The fact is there is a lot of positive news about North Battleford that is either out there already, or upcoming in the next few months. There are also plenty of regional and national outlets to tell the world all of those “good news” types of stories.
Yes, these are stories even CBC or CTV would be interested in doing, despite all appearances. Believe it or not, some of their employees actually like to do good news occasionally, and wouldn’t mind getting out of lousy Saskatoon or Regina for the day.
Here are my own suggestions for some positive stories that could be pitched to regional and national media. By the time I’m through, folks at the Chamber will wish they hadn’t wasted money on a PR firm, because I will have done all the work for them.
New hotels in the Battlefords: Don’t look now, but we are in the midst of a hotel construction boom in the Battlefords.
The new Comfort Inn and Suites has just opened, and there are plans for another hotel down the street. This is the perfect time for reporters to focus on the new hotels that will take advantage of the visitor traffic on Highway 16. You should also get reaction from existing ventures like the award-winning Gold Eagle Lodge and give them an opportunity to brag about how great their hotels are.
Target market: the business media and StarPhoenixbusiness pages.
Craft Brewery in the Battlefords:
The story of how local entrepreneurs took over and revitalized the old armoury building and set up a new craft brewery inside, is truly a “good news” story. It could be part of a feature about the “craft brewery” boom in Saskatchewan.
One idea: have a story where the folks who run the Battlefords Trade and Education Centre, former owners of the armoury building, are sampling some of the craft beers.
You would kill two birds with one stone: you’d mention the craft beer and give some publicity to BTEC and their new building.
Target market: the business press and any trade publications that focus on beer.
Saskatchewan Hospital: This is an easy one, folks. Soon, the new Saskatchewan Hospital will be officially open. It will be the perfect time to do stories showing what the new hospital will contain, and also highlight some of the advances we’ve seen in psychiatric care in Saskatchewan.
Target market: everyone. The ribbon cutting alone should attract lots of television cameras. Make sure they get to tour the facility and take lots of pictures.
The new movie theatre: Next year the Magic Lantern theatre in downtown North Battleford will be completed and ready for a grand opening. It will be a great opportunity to showcase not only the new movie theatre, but also its importance as a driver of the “revitalization” efforts that are transforming downtown as we speak.
Target market: the province’s entertainment media and film critics. Hold a media event right before the cinemas open, so they can come and take pictures, enjoy the comfy seating and sample the popcorn at the new cinemas.
Curling Capital of Canada: I feel like LeBron James putting up easy layups at the basket. This is another no-brainer, folks. Because it was such a big freaking success last time, the Pinty’s Grand Slam of Curling is coming back to North Battleford in January. That will be the perfect time to showcase the city of North Battleford as a hotbed of the “roaring game.”
It would be the time to highlight the things happening this year at Twin Rivers Curling Club with the opening of the “high-performance centre” and the training opportunities for elite curlers right here in North Battleford.
Target market: the sports media, specifically Sportsnet, who could run a piece about the high-performance centre as part of their live coverage.
There you have it. Five “good news” ideas, and I didn’t even have to lift a finger to suggest them.
I’m sure there are more where those came from. Send your good news story ideas to Action Battlefords, North Battleford, Saskatchewan.
Before you do, send them to us ([email protected]). We could use some good material to fill the paper.
