Indiana looks to restore its business brand post-RFRA

The negative national attention the Religious Freedom Restoration Act has provided Indiana in the past two weeks is putting the “Crossroads of America” into a crisis mode, aiming to rebuild lost business — such as the Christian Church Disciples of Christ canceling its 2017 convention in Indianapolis — and regain support from local companies that expressed public disappointment, such as Cummins, Eskenazi Health and Eli Lilly.

Experts from Indiana University’s Kelley School of Business, as well as other marketing and public relations specialists, say recovery is possible for Indiana.

It’s likely, even, so long as the state avoids another misstep.

But from here on, it’s going to be a careful road to redemption that requires public and private cooperation.

The public relations and branding world has long employed the “SWOT” strategy — “strengths, weaknesses, opportunities and threats” — to shape adevelopingbrand’s direction. Here’s how the experts say Indiana might consider reshaping its image after a grueling two weeks of national media scrutiny:

Strengths

Since Indiana lacks an international trade city or a coastline, experts say the Hoosier State is smart to rely on its longtime stereotype: a humble state of kind, gentle Midwesterners.

“For Indiana, the reputation we have is about our people,” said Michael Rushton, director of arts administration programs at Indiana University.