Indiana Religious Freedom Law News: PR Firm Hired to Improve Image After Backlash

The state of Indiana has hired a public relations firm to rebrand its image after it received scathing criticisms following the signing of the religious freedom law by Republican Gov. Mike Pence last month.

"Now more than ever, we want to remind the world that Hoosiers welcome everyone and that Indiana is a great place for individuals, entrepreneurs and businesses to reach their full potential," said Victor Smith, Indiana's secretary of commerce. "That's why we are moving forward with this initiative together."

The Indiana Economic Development Corporation announced on Monday that it has retained the services of Porter Novelli "to continue strengthening Indiana's global brand reputation as a welcoming place to live, visit and do business."

Smith added, "Indiana continues to have one of the best business climates in the country and hosts a robust travel, tourism and hospitality industry. We are engaging with our partners in state tourism and the internationally-respected firm Porter Novelli to enhance our state's image and remind the country that Indiana remains a great place to live, work and visit."

Indiana became the center of worldwide criticisms for being anti-gay after Pence signed the Religious Freedom Restoration Act that gave business owners the right to use religious freedom as a defense in lawsuits.

Business owners and global leaders including Apple CEO Tim Cook criticized the law.

Organizers of gaming convention Gen Con had threatened that it would relocated the event to another state if the law was signed.

CEO Marc Benioff Salesforce posted on Twitter that "we are canceling all programs that require our customers/employees to travel to Indiana to face discrimination."

Bowing to pressure, Pence signed a revised version of the bill that prohibits businesses from denying service based on sexual orientation and gender identity.

"We look forward to working with Indiana's economic development and tourism teams to help communicate the incredible and innovative story that is Indiana today," said Brad MacAfee, president of Porter Novelli's North America region and a graduate of Indiana University. "We are honored to be selected as the agency to support the state in this important assignment."