In a backhanded sort of way, the timing is excellent for Sandra Geiser Messerle. As the new director of the South Coast Development Council, she's taking charge of local business recruitment when the economy is wallowing in the trough of recession. She has nowhere to go but up.

Her timing is good for another reason as well. A sour economy sharpens everyone's interest in job creation. Messerle may find a more receptive local citizenry than existed a couple of years ago.

Coos County's unemployment rate, most recently reported above 14 percent, tends to float several points higher than the statewide and national figures. The recession is weakening every region's economy, but ours hasn't been truly healthy in a generation.

An essential step toward changing that trend will be persuading doubters that change is desirable. Like many communities, ours maintains an element of persistent skepticism about prosperity - a belief that job creation equals environmental degradation and lifestyle disruption. Building a consensus for change requires promoting a vision of a Coos County where families have economic security, where young people can build careers in their hometowns, and where children do not grow up in poverty.

Articulating this vision isn't something Messerle can do alone. For her to succeed, community leaders must begin spreading a shared message of optimism.

Messerle's success also will depend on community patience. Lots of towns dream of quickly bagging a trophy industry that will rescue the economy single-handedly. The South Coast has seen the hazards of that strategy. Courting a big employer generally ignites growth angst. If the courtship fails, disappointment triggers recrimination and intensifies the skepticism.

A better strategy is the more balanced approach advocated by Messerle: Watch for big opportunities, but mainly target small game. Small successes add up.

Regardless of the strategy, building prosperity here will require hard work and community backing. Here's wishing Messerle a successful tenure.