Showcasing Greatness in the Plains

DCI has helped improve perceptions of North Dakota through strong relationships with reporters that have produced positive stories about the state.

Sandra McMerty, Sr. Marketing & Communications Manager

north dakota uav placement as part of economic development media relations campaign

The Challenge

The North Dakota Department of Commerce wanted to change misguided perceptions that the state is a remote location without a diverse industry base.

 

The DCI Strategy

Highlight the state’s economic growth and strength in key industries, including aerospace, manufacturing and energy to national and international decision makers.

 

The Results

  • Secured front-page coverage of the state’s economic stability and job growth in The New York Times, as well as features on the state’s budget surplus and growth in The Wall Street Journal and TIME. Articles resulted in spin-off coverage on CNN, Fox News, CBS Nightly News and The Tonight Show.
  • More than 40 journalists visited the state from business publications, such as Business Insider and Financial Times, and targeted trade publications, such as Flight Global and Manufacturing.net.
  • Helped North Dakota obtain national recognition as a leading contender for one of the FAA’s unmanned aerial systems test sites by securing 77 placements in the five months leading up to the FAA’s announcement.