Special to Idaho Business Review/Guest Opinion Submission

A Letter to Idaho: DCI Responds to the Public Relations Award Retraction

The Idaho Department of Commerce and Director Don Dietrich were placed in a very difficult situation last week.

On the one hand, an RFP process for a public relations campaign to attract both investment and tourists to the state had been executed fairly and an out-of-state

firm had been selected. On the other hand, the selection of an out-of-state firm appeared at odds with the Department’s mission to help the growth of existing Idaho businesses. Since the award was announced on Tuesday, January 27, the blogosphere has been alive with posts from Idaho’s public relations community.

I obviously have a special axe to grind. My company, Development Counsellors International (DCI), was initially notified as the winning agency on Tuesday. We were thrilled. Two days later, we received notification that the RFP had been cancelled.

I’m not writing to attack IDOC’s decision to rescind the RFP. But I am writing to “make the case” for the value that a specialized, outside agency would bring to marketing the state of Idaho. And I’m also writing to suggest a solution to this current dilemma.

In the interest of brevity, here are three central points that outline the unique benefits that a firm like DCI offers to the state of Idaho:

1) A Specialized Agency: The discussion that followed the announcement became an “Idaho agencies vs. New York agencies” debate. That was unfortunate. More important than geography, DCI is a niche agency. We do one thing – we market places. Since 1960 we’ve worked with over 350 states, regions, cities, counties and other places helping them to attract both investment and tourist dollars. The bottom line … Idaho would benefit from this knowledge and experience.

2) An Outside Perspective: Several of the blogging responses from Idaho’s public relations community protested the decision with the argument that “an outside firm will never understand our state like we do.” They are absolutely correct. But equally powerful is the case for a new perspective on the marketing challenges that the state faces. An out-of-state agency doesn’t come with preconceived notions. It can immerse itself in Idaho’s product and provide a fresh look in determining the best recipe for success.

3) An Established Network with the People that Idaho Needs to Influence:

We’ve been doing economic development and travel marketing for a long time (49 years to be exact). And we’ve developed strong, meaningful relationships with the key players that Idaho needs to influence. That includes the national and international media – editors, broadcast producers and reporters who cover the topics and issues where Idaho’s voice needs to be heard. But it also includes corporate location advisors, tour operators, travel industry experts and professional associations who need to hear Idaho’s story. Do Idaho marketing firms also have their own relationships and networks? Of course they do. I’d simply argue that they do not have the breadth and depth of relationships that a long-standing agency that specializes exclusively in economic development and travel marketing brings to the table.

Frankly, I don’t expect Idaho’s marketing firms to accept the three points I’ve suggested above. It’s more likely we simply have to agree to disagree.

The Idaho Ad Agency blog suggests that there are “winners” and “losers” in this ordeal. I have to disagree with that statement. As it stands now, I don’t see any “winners.” After a tremendous amount of time and energy by thirteen competing agencies, IDOC’s professional staff, and volunteer judges, it appears the process may have to start all over again.

Here’s an alternative solution: one that I would propose as a “win-win-win” opportunity. partner DCI with the in-state agency of your choice. Public relations activities that are more effectively done by an in-state firm will be managed locally.

Those better done by a firm with our specialization will be managed by DCI.

This path avoids a new and costly agency selection process. It also allows Idaho to hit the ground running with a marketing program to attract both jobs and tourists right now.

Is this some sort of a compromise? No. It’s a better solution and one that is clearly in the state’s best interest.

We’d be honored to be part of the solution and to help tell Idaho’s opportunity story.

Andrew T. Levine, President

Development Counsellors International (DCI)

NEW! Online only subscription. 24/7 access to premium online subscriber content for only $79.00 a year!
CLICK HERE TO SIGN UP TODAY!

Comments are closed.