Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: TUESDAY, February 16, 1993 TAG: 9302160330
SECTION: EDITORIAL PAGE: A-7 EDITION: METRO
SOURCE:
DATELINE: LENGTH: Medium
AMBASSADORS
REPLACING lost jobs in the Roanoke Valley offers a chance for innovation to triumph over rewarmed hopes for handouts.Changing attitudes by educating "regional-development ambassadors" to "secret" assets all around us is the least expensive, most effective way to go.
Newcomers arrive knowing more than most residents because they learned from industrial-prospect seekers, public-information folks and real-estate salespeople who "sell" the region.
Why not instruct and deputize valley residents as regional-development ambassadors?
Cheerleaders and materials abound. Senior citizens (with friendships around the nation and world) might kick off word-of-mouth and written invitations to businesses unaware of mutual benefits in locating here.
Since not all locales in the region are perceived as friendly to business, tax breaks or red-carpet treatment should be mentioned.
Each Roanoke regional-development ambassador, after completing a course in enthusiasm (details on facts, finances, friendly business climate) receives cards indicating a personal ambassador number. Let's say the Rev. Noel Taylor, ambassador No. 1, attracts a prospect because he spoke glowingly of the region on a trip. The prospect sends the card on the inquiry for more information.
Youngsters could share cards with families in which a parent passed on the card, brochures and invitation to management.
People could include cards and information, with a personal note, in out-of-state bills they pay to companies whose practices they appreciate. Those are the enterprises we want hiring here.
There is no end to ways citizens can learn more, share pride and use ingenuity to entice job-providers to the region.
When the payoff begins, successful ambassadors should be part of ribbon-cutting ceremonies. Perhaps an honor roll of residents who helped solve a temporary problem will be established.
For young people who love the region, and for families who hope to watch grandchildren grow up here (or return), there is great incentive to invite solid companies to replace job losses.
For industry seekers and mortgage holders of empty office space, maybe there really is an easier, cheaper way to spread the word. Maybe it begins at home. BARBARA BRYAN ROANOKE