Decide DeKalb needed to address misconceptions about economic development tools and help the public better understand how incentives drive sustainable growth and opportunity across the county.

Profile created a communications roadmap that included stakeholder messaging, media training, crisis mitigation protocols, and a shift in language from “tax breaks” to “incentives” to more clearly convey the benefits of business recruitment strategies. Through an integrated campaign of proactive content and media relations, we amplified success stories and positioned Decide DeKalb as a trusted partner in driving jobs, investment, and long-term prosperity.

• Stronger alignment among stakeholders around shared economic development priorities.
• More favorable media coverage countywide, shifting the conversation to highlight progress and impact.
• A consistent, positive public narrative on business incentives, reinforcing how they contribute to sustainable growth for residents and communities.