Faces and Markets of PRGN is a series of blog posts that puts PRGN member agencies and their markets in the spotlight.
Each week, expect to read about a market from an economic, business and communications point of view, brought to you by the very people living and working on the ground in that country, state or region.
The blog pieces illustrate the vast amount of in-depth knowledge of business, media, communications and marketing PRGN brings together having presence in more than 40 countries and 70 cities on six continents through its member agencies globally.
In this week’s blog post, Chuck Norman, APR, Owner and Principal of S&A Communications, describes the business and communications environment in Raleigh and North Carolina and offers advice to businesses navigating his home market.
Business environment in Raleigh, North Carolina
North Carolina has a pro-business environment with a 2.5% corporate income tax rate, the lowest in the United States, and a favorable legal and regulatory climate. The state also has low business costs, qualified talent, and a world-renowned education system. In 2022 and 2023, CNBC named North Carolina the top state for business.
Raleigh, North Carolina
North Carolina’s recent improvements include an increase in the state’s incentive program, Job Development Investment Grant (JDIG), and decreased corporate tax rates. The tax rate will drop to 2.25% in 2025 and gradually decrease until it reaches 0%. North Carolina’s winning combination of location, workforce, existing industry strength, and business-friendly environment makes it a leading destination for domestic and international companies. The state boasts the fastest growing large economy in the U.S.Â
North Carolina has transitioned from a traditional economy based on tobacco, furniture, and textiles to a global economy that is driven by knowledge-based enterprises. These include advanced manufacturing, software and information technology, bio-pharmaceuticals, and financial services. North Carolina is well positioned to remain competitive for economic development opportunities in aerospace, automotive, clean energy, information technology, and life sciences.
Communications, media and PR market in North Carolina
S&A Communications was initially founded as a Public Relations (PR) agency. However, over time, we recognized that the landscape of PR was evolving not only in NC but globally, and it was essential to expand our expertise to encompass all aspects of traditional and emerging marketing communications.
As the digital age transformed the landscape around us, we understood the growing importance of shared, owned and earned media and the impact each has on the other.
To stay ahead of the curve and provide the comprehensive solutions clients desire, we haven’t expanded our capabilities beyond traditional PR, we have rewritten what PR is and how it is affected by all channels and methods of communication. We developed expertise in leveraging shared media platforms to engage with audiences directly and foster meaningful conversations about our clients’ brands. We also delved into owned media strategies, helping clients create and curate compelling content on their owned platforms to establish thought leadership, build brand loyalty, and drive engagement.
By broadening our focus to expand PR in all categories, we have become a full-service communications agency capable of delivering integrated campaigns that span limitless channels. We understand the importance of a holistic approach to public relations, where earned media coverage is complemented by strategic use of shared and owned media platforms.
Key expertise of S&A Communications
Professional Services (Construction, Engineering, Law, etc.)
Healthcare
Technology
Automotive
Government/Municipal
Top 3 advice for foreign companies to navigate the media and communications environment in North Carolina
Like many areas of the country and the world, relationships can be valuable. Knowing the revolving door of reporters at dailies and weeklies can be a challenge to keep up with. Also know what verticals the reporter covers or takes on can be difficult. Rather than covering one beat as in the past, they are changing regularly and some cover three to five, if not more.
Most popular social media channels in North Carolina
Facebook: 6.12 million average monthly searches in NC
YouTube: 4.5 million monthly active users
LinkedIn: 3.7 million active monthly users
Instagram: 823,000 searches a month
X: 550,000 monthly searches
TikTok: 54,973 users
Researchers found that NC residents looked up social media platforms more than 9 million times per month, amounting to 867.87 searches per 1,000 residents. That is the number one state in the USA by search volume.
Most important international events in North Carolina
IBMA World of Bluegrass facilitates the growth and development of the bluegrass music community, from professional to fun. https://worldofbluegrass.org
82.3% of Raleigh residents speak only English, while 17.7% speak other languages. The non-English language spoken by the largest group is Spanish, which is spoken by 9.29% of the population.
Religions (% of population)
43.4% of the people in Raleigh are religious: Baptist (14.1%), Catholic (4.2%), Methodist (5.6%), Presbyterian (2.8%), Pentecostal (1.7%), other Christian faith (10.2%)
GDP per capita
$54,398 (latest available for Raleigh Metro Area in 2017)
(Real) GDP growth rate
2.5% (2023)
Inflation rate
6.5%
Unemployment rate
3.50% (April 2024)
Key sectors and industries (% of GDP)
Professional and business services (19.1%), trade, transport and utilities (17.3%), education and health services (16.8%), government (13%),leisure and hospitality (9.1%)
Chuck has wide-ranging experience in public relations, marketing, crisis and reputation management, advertising and branding. He is an accredited member of PRSA and has a national profile and strategic agency relationships across North America through his involvement in PRGN and Counselors Academy, a group of top thought leaders who shape the direction of the industry. He earned his communications/public relations degree from N.C. State. Chuck is certified in crisis communication, reputation management and organizational management. He has also helped brands mitigate exposure by developing plans and training executives and management on best practices in crisis communication.
