Faces and Markets of PRGN is a series of blog posts in 2024 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, Aaron Blank, CEO and President of Fearey, describes the business and communications environment in Seattle and the state of Washington and offers advice to businesses navigating his home market.
Business environment in Seattle, Washington
Seattle is an iconic city with rich culture and community of forward-thinking businesses ranging from globally renowned tech and aerospace companies to cutting-edge startups. Anchored by behemoths like Amazon, Microsoft, Starbucks, and Boeing (the largest employer in the area), Seattle has grown into one of the premier U.S. cities to do business, with other major companies like Facebook and Google increasingly deciding to set up shop in the Emerald City.
Long regarded as a hub for medical innovation, it has also experienced a boom in life sciences in recent years, with cutting-edge biotech and research companies increasingly growing in and relocating to Seattle thanks largely to the abundance of local universities and science funding. Additionally, dozens of start-up accelerators and incubators help pave the way for the business leaders of tomorrow.
Seattle, Washington | VisitSeattle.org
Given the area’s natural geographic beauty – which has been a core part of its appeal for decades – its residents and visitors are drawn to outdoor and leisure activities like hiking, camping, kayaking and whale watching, which helped lead to the global success of the Seattle-headquartered co-op REI. Meanwhile, its sports teams (with a boost from the recently opened Climate Pledge Arena and newest NHL franchise, the Seattle Kraken) bring out high passion and ticket sales alike.
Communications, media and PR market in Seattle Washington
The leading news outlets in the Seattle market are its major daily newspaper, The Seattle Times, as well as the four primary TV stations: KIRO (CBS), KING (NBC), FOX-13 (FOX), and KOMO (ABC). The media landscape in and around Seattle, like so many other major cities, has been harshly impacted by a reduction in traditional print media outlets (such as the Seattle Post-Intelligencer and Seattle Weekly) and the newsrooms of others.
Outlets that are relatively more 21st century – such as GeekWire and Seattle Inno – reflect the growth and evolution of the area in the last two decades. The current business landscape is also reflected in leading business outlets, like the Puget Sound Business Journal and Seattle Business, along with there being dedicated Amazon and Boeing beat reporters at The Seattle Times and other local outlets.
There are also outlets representing the city’s Eastside (which includes Bellevue), including 425 Magazine and its spinoff 425 Business; as well as the Tacoma area, including the News-Tribune and South Sound Magazine/Business.
A city with such a rich cultural and artistic background is represented by outlets such as the iconic independent radio station KEXP, which covers global music as well as leading local artists, in addition to hosting countless live performances and hosting special events dedicated to topics such as mental health. Other outlets like The Stranger provide a home for alternative and/or humorous cultural news and views.
Top 3 advice for foreign companies to navigate the media and communications environment in Seattle
Like other places, Seattle is a tight media market with limited resources so it’s vital to build relationships with journalists – and not to waste their time on non-news pitches.
The biggest companies in the area (Boeing, Amazon, Microsoft, etc.) and their equally large influence can present challenges for others trying to move the needle with media attention. So go big in terms of your launch, PR stunts, grand opening or new office.
Find ways to leverage or make connections to the unique geographical nature of the region.
Most influential media for consumer communications
The Seattle Times – Seattle’s major daily
KING/KIRO/KOMO/FOX-13 – four major television stations in market
KEXP – iconic longstanding independent radio station streamed by millions globally
Seattle Magazine – a monthly magazine and online outlet with features and news on arts, culture, life and work in Seattle.
The Stranger – Seattle’s alt-weekly
Most influential media for corporate communications
According to a Nielson Prime Lingo report published in 2021, we saw an increase in social media usage among Seattleites. Nearly 2.2 million users (68.1% of local adults) were using YouTube followed by 1.8 million on Facebook and 724K on Instagram. Overall, Nielson Prime Lingo saw an increase of 39% increase in those who state they spend three to four hours a day on social media and a 28% increase in adults who spend five hours or more a day in Seattle.
Most important international events in Seattle and Washington
Bloomberg Green Festival – The inaugural event will kick off what hopes to be an annual gathering for business leaders, CEOs, journalists, and thought leaders on sustainability and green solutions.
Seafair 2024 – The 75th anniversary of the biggest summer celebration in the Pacific Northwest, Seafair Festival is 10 weeks long, features 40+ events, and reaches over two million people each year.
KPMG 2024 PGA Women’s Championship – The best golfers in the world return to Sahalee Country Club in Sammamish, Washington, a majestic course designed by Ted Robinson in 1969 and renovated by Rees Jones in 1996.
Seattle by the Numbers*
Population
779,200, as of April 1, 2023
Languages spoken
English, Chinese, Spanish, Vietnamese, Somali, Korean, Japanese
Religions (% of population)
Christian (52%), Unaffiliated (37%), Non-Christian Faiths (10%)
GDP per capita
$128,316 (2022)
(Real) GDP growth rate
6.5% (2022)
Inflation rate
4.3% (2023)
Unemployment rate
4.7% (2024)
Key sectors and industries (% of GDP)
Health Services (20%), Technology (13.7%) (2023)
Mobile penetration (X per 100 people)
93 (2018)
Internet users (% of population)
98% (2023)
Corporate profit tax
None (2023)
Rate of consumer tax or VAT
10.2% (2024)
*See data sources in download document individually
Since taking over as the CEO and president of Fearey in 2014, Aaron has led the firm through continuous double-digit annual growth and solidified the firm’s reputation as a creative communications pioneer. When Seattle secured its first NHL team in decades, local leaders turned to Aaron; when a construction accident brought despair to the city, he was enlisted to help bring clarity.
Named to the “40 Under 40” list by the Puget Sound Business Journal and PRWeek, Aaron is committed to making a lasting impact throughout the region and beyond. He also served as the second-youngest president of PRGN, an organization with 58 agency members on six continents.
