State paying PR firm to publicize bridge, restore MnDOT's image

The Associated Press

3/17/2008

MINNEAPOLIS — A public relations firm is helping to restore the reputation of the Minnesota Department of Transportation in the wake of the Interstate 35W bridge collapse.

And the state is paying Himle Horner Inc., $550,000 for its efforts.

Since the fall, Himle Horner has been leading a "proactive, on-the-ground" initiative to try to shape media stories about the new span going up over the Mississippi River in Minneapolis. The public relations strategy is part of a package that helped Flatiron Constructors win the $234 million bridge contract.

Himle Horner's plan includes information kiosks and weekly "sidewalk superintendent tours" of the construction work, as well as a promise to resurrect MnDOT's image. Critics — including construction firms who lost the bridge contract — have complained that MnDOT has seemed overly concerned with PR.

Public relations counted for 15 percent of the technical scoring that determined which company was chosen. That's almost four times higher than scoring MnDOT has used on similar projects.

"That was a big surprise to a lot of people," said Margaret Donahoe, legislative director for the Minnesota Transportation Alliance, an advocacy group. "Who's against building a new 35W bridge?"

MnDOT spokeswoman Lucy Kender said the bridge's expedited construction meant public relations was important. When asked why the plan included restoring MnDOT's image, Kender responded: "A bridge had just fallen down, and I think that probably put the trust factor into play."

The Aug. 1 bridge collapse killed 13 people, and left more than 140 injured.

Kender said Flatiron would have won the bid without the PR score. But in December, the U.S. Department of Transportation's inspector general said the project's emphasis on public relations was one of four influential factors.

Charles McCrossan, president of C.S. McCrossan Inc., one of the unsuccessful bidders, said taxpayers are now paying for Himle Horner-inspired events that place media attention on predictable progress. "Gosh, they poured 100 yards of concrete, isn't that something?" he said. "It's no more tricky than having breakfast."

In an interview, company owner John Himle said the criticism is coming from losing bidders who were outdone by Flatiron because they perhaps "got lazy."

Himle Horner, he added, "frankly, (has) more experience than anybody else in this market."

Himle Horner has done public relations for Minnesota's first commuter rail line and was paid $883,000 by a business coalition to help pass a 2006 constitutional amendment related to transportation spending.

The company also has political ties. Himle is a former Republican assistant majority leader in the Legislature and a campaign contributor to Gov. Tim Pawlenty. He was appointed by then-Republican Gov. Arne Carlson to the Metropolitan Airports Commission. And, a senior account executive at his company formerly worked for Pawlenty's office and produced the governor's weekly radio show.

Kevin Gutknecht, a MnDOT spokesman, described the company's relationship to Pawlenty in a December e-mail to another agency official: "Gov's office periodically works through Himle Horner to push on something."

What Himle Horner did to impress the MnDOT selection panel — and how its competitors fell short — can be seen in agency documents. Some members thought Himle Horner's competitors were being too traditional.

"Work has been tactical," Tom O'Keefe, one of the scorers, wrote about another bidder. "This project is more strategic(,) i.e. trust."

Gutknecht welcomed Himle Horner's help, but issued a reminder to agency officials after the bridge contract was awarded: "Though we have Himle Horner on contract for a whole bunch of money," he explained, "we have to make sure that everyone understands this is a MnDOT project."