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case studies
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| Puerto Rico Industrial Development Company (PRIDCO) |
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| "The Governor could not have been happier with the results of the media tours DCI set up for him in New York. Trust me: If he’s happy, I’m happy." |
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Karen Garnik
Chief Marketing Officer
Puerto Rico Industrial Development Company | | |
The Challenge
Puerto Rico is well-known for its beaches and piña coladas. But this Commonwealth of the United States is less known as an industrial powerhouse, even though manufacturing accounts for 42% of its gross domestic product, compared to a mere 7% for tourism. As a result, PRIDCO’s perennial challenge is to convey the message that Puerto Rico is as potent a place for business as it is for pleasure, offering companies “the advantages of going offshore and the security of being at home.”
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The DCI Roadmap
• Take advantage of a business trip to New York City by Governor Aníbal Acevedo-Vilá to arrange high-profile media appointments and tell a U.S. audience about the opportunities in Puerto Rico for manufacturing and life sciences;
• Prepare and provide prospective interviewers with a background sheet showing Puerto Rico’s track record, especially in life sciences, but also other sectors including aviation, as well as notable figures, such as the fact that 15 of the top 20 "blockbuster" pharmaceuticals sold in the United States are produced in Puerto Rico;
• "Merchandise" the results by sharing them with site selectors, corporate executives and other key constituencies both in and out of Puerto Rico.
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The Results
• During the governor's time in New York City, he was interviewed by The Wall Street Journal, Reuters, CNBC, Charlie Rose, CNN and Bloomberg TV and Radio, among others. The governor's meeting with Charlie Rose resulted in a 13-minute interview airing on the "Charlie Rose Show."
• Two highly favorable broadcast stories ran on CNBC, including a seven-minute “Squawk Box” interview, declaring Puerto Rico the “Bio Island” that offers an attractive mix of “beaches and biotech.”
• Puerto Rico received positive feedback from prospective corporate investors and seasoned location advisors, including one proclaiming the CNBC interview as the best business promotion interview he had ever seen "by a governor or any other economic development person."
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