Public Perception and Business Impact

Culpeper Star Exponent

Business Monday

May 20, 2013

Jim Charapich

What is in a story? Does the story tell the good or bad? What is the reference point that a story is told from? Who is telling the story? Most importantly, who is the audience?

In today’s media, does crime sell stories? Is there a prudent balance with the amount of news about local police activities? What is the audience to think when there is a headline practically everyday resembling a police report? Every community has their share of crime and thus plenty of material for such stories. However, what is the result of reporting such activity on the front page day after day?

When our local business, tourism, and economic development dollars are invested to bring positive visibility to our community, what will consumers find when searching the news? Will the front page be about the Town’s success in finding millions of gallons of groundwater to supply our community with water for future generations? Clean water is at the heart of a community's sustainability. What about the methods of discovery inspiring engineering and educational opportunities for our young minds.

When those interested in Culpeper search for information about our community will they find the story of dedicated hearts who brought a Theater back to life... and metaphorically a community’s love for the arts.... Will they read of the persistence, passion, and love of community that added to our creativity? Will those interested find a common bond with the spirit of success in Culpeper, bringing resources to our efforts, and enhancing prosperity in our community?

A local business owner tells the story of a client who just last week considering Culpeper as a place to relocate. They love the area and the people are wonderful. "We think the town is ideal. But... with all of the bad news we are concerned about whether this is a good decision". As a result Culpeper has lost jobs to build houses, lost sales to professional services, and lost consumers for local retail.

When those living in Culpeper see the daily news will they find inspiration for good? Or conversely will they read about conditions that are unfortunate... inspiring similar unfortunate actions?

We need a departure from the LOW hanging fruit of the local court drama. We work hard to tell the great stories about Culpeper. Having a daily dose of bad news is like having a new car with no wheels. It looks good, feels good, but goes nowhere. We need a fresh look at the news. A positive outlook.

Our news can be the driver of our destiny, for good or not. There is nothing wrong with the truth and everything right about freedom of the press. However, our community is shaped by the news in many ways. This is especially true today with electronic forms of news circulating to eyes and minds far and wide. We can shape our opportunity with good choices in the stories that are told.