Erin Petrow

Erin Petrow: Chronicling Community Resilience Through Nuanced Storytelling

We’ve followed Erin Petrow’s work as a journalist deeply rooted in Saskatchewan’s cultural and economic landscape. Her reporting for the Saskatoon StarPhoenix illuminates how local businesses and marginalized communities navigate challenges while fostering connection. Petrow’s career reflects a commitment to amplifying voices often overlooked in mainstream media.

Career Trajectory: From Hometown Observer to Community Catalyst

Petrow began her journalism career at the StarPhoenix in 2016, leveraging her Saskatchewan upbringing to craft stories resonating with local audiences. Early pieces like her 2016 reflection on journalism’s role in community building established her signature blend of personal narrative and civic analysis[2]. Over nearly a decade, she’s evolved into a vital chronicler of:

• Indigenous entrepreneurship initiatives
• Post-pandemic small business adaptation
• Grassroots economic recovery strategies

Defining Works: Three Articles That Shaped Regional Discourse

Petrow: It doesn't take much to support local businesses in Saskatoon

This 2019 analysis dissected the multiplier effect of shopping locally through case studies of family-owned stores. Petrow quantified how redirecting just 10% of holiday spending to local businesses could generate $150 million for Saskatchewan’s economy[4]. Her methodology combined economic data with owner interviews, revealing how community loyalty helped retailers withstand Amazon’s expansion.

SheNative works to empower Indigenous women through fashion

Petrow’s profile of Devon Fiddler’s leather goods company exemplified her approach to Indigenous business coverage. Rather than framing SheNative as a poverty-alleviation project, she highlighted its design innovation and intergenerational mentorship programs[10]. The article’s lasting impact is evident in SheNative’s subsequent collaborations with the Canadian Council for Aboriginal Business.

New Faces New Places: Dump the pandemic stress with help from Saskatoon Heavenly Reiki

This 2020 piece documented how alternative wellness businesses adapted during COVID-19 lockdowns. Petrow revealed that 68% of local reiki practitioners saw increased demand as stress levels surged[6]. Her balanced treatment of energy healing modalities helped destigmatize non-traditional healthcare in mainstream discourse.

Pitching Recommendations: Aligning With Petrow’s Editorial Priorities

1. Highlight Indigenous-Led Economic Initiatives

Petrow consistently amplifies businesses addressing systemic barriers for First Nations entrepreneurs. Successful pitches should detail how products/services create intergenerational wealth or preserve cultural practices. Example: Her SheNative coverage emphasized apprenticeship programs training Indigenous youth in leathercraft[10].

2. Focus on Community-Embedded Business Models

She prioritizes companies reinvesting in local ecosystems. Pitch stories about businesses with employee profit-sharing, neighborhood revitalization projects, or circular supply chains. Her analysis of a local mask manufacturer donating PPE during COVID-19 exemplifies this focus[6].

3. Quantify Social Impact With Rigorous Data

While Petrow values human narratives, she grounds stories in verifiable metrics. Provide statistics on job creation, percentage of revenue staying local, or third-party impact assessments. Her 2019 local spending analysis used University of Saskatchewan economic models to validate claims[4].

Awards and Industry Recognition

While Petrow maintains a community-focused practice over awards chasing, her work has shaped provincial policy:

• 2021 Saskatchewan Chamber of Commerce Media Fellowship: Recognized her series on pandemic business adaptations influencing the province’s small business recovery grants.
• Canadian Association of Journalists Finalist (Local Reporting): Nominated for her investigation into Indigenous access to business development loans.