Spherion

Based in: Ft. Lauderdale, Florida

Description: Spherion Corporation (NYSE: SFN) delivers recruitment, outsourcing and technology solutions to enhance workplace performance. With 940 offices worldwide, Spherion is a FORTUNE 1000 company with annual revenues of $2.7 billion. Boardroom Communications currently represents five separate Spherion business units.

Goal: Support sales efforts through increased brand name awareness of Spherion and familiarity with its services in their top markets throughout the country, as well as in key vertical markets. Previous PR efforts had focused on national media, with little attention to local markets other than South Florida, their corporate backyard.

Success: Boardroom Communications has been remarkably successful in its media relations campaign for Spherion in its numerous markets throughout the fifty states. By devising a strategy of seizing upon current news such as the monthly unemployment statistics, the impact on the workplace of reservists being called to duty or the job outlook for college graduates, Boardroom Communications has created a systematic and successful program.

We offer local Spherion executives to publications in all our target markets, positioning them as expert sources on employment and HR issues, increasing awareness of the company with the business public and supporting sales efforts.

In addition, we have pitched bylined articles and placed columns in business publications throughout the country, again positioning the executive authors as experts in the field of human resources, recruitment and staffing. We have also targeted certain trade publications such as accounting, HR and engineering and arranged for interviews with knowledge management in these industries.

This strategy has been successful from coast to coast in such publications as Business Week, San Jose Mercury News (California), Newsday (New York), Boston Globe (Massachusetts) and Dallas Morning News. In Florida, The Tampa Tribune, the Orlando Sentinel and the Florida Times Union have used Spherion numerous times. National trade publications such as Workforce Magazine, Strategic Finance, Chemical Engineering, IEEE Spectrum and Internet World have quoted Spherion management or run guest columns by Spherion executives.

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