Axia Public Relations recognized this as a multi-step opportunity. First, the PR firm saw the immediate opportunity to share details of the merger with the local business newspaper, the Jacksonville Business Journal, and its editor because shortly after the merger, that outlet was due to recognize Reichard Staffing as one of the city’s fastest-growing companies. Axia knew it needed to reach the editor prior to the pending interview and announcement of the company’s award.
The PR firm also recognized that, as a staffing firm which places candidates throughout northeast Florida and on a national level, pitching locally, statewide and nationally was imperative. This meant pitching staffing trade outlets as well as business news outlets and merger and acquisition outlets.
Also of importance: establishing a blog and social media presence for the company as it transitioned to the new entity. Axia needed to establish the new Alluvion Staffing as a thought-leader in the staffing industry in the northeast Florida market and nationally.
Axia connected with Tim Gibbons, the Jacksonville Business Journal editor, to brief him that a fast-growing company on the outlet’s upcoming list was merging with another local company. Axia drafted a backgrounder to share with Gibbons and Eleanor Snite, the reporter assigned to write about Reichard Staffing.
With the pending fast-growing companies list, Axia worked with Gibbons to secure an advance interview that would break the news of the merge with Alluvion Staffing prior to the publication of the list. Upon publication of the online article, Axia pitched its contacts at Advantage Business Magazine, the Daily Record, First Coast Connect, Florida Times-Union, Florida Trend, WJXT, First Coast News, WJCT, HR Professionals Magazine, HR Magazine, HR Pulse, Human Resource Executive and Staffing Industry Analysts.
Axia also reached out to several of its contacts to pitch the staffing firm as a thought-leader in the industry and within the local community.
- David Reichard, managing director of Alluvion Staffing
As part of the merger announcement, Axia secured coverage in outlets including Staffing Industry Analysts, Jacksonville Advantage Business, Florida Times-Union, Florida Trend and the Jacksonville Business Journal.
To solidify its place in the staffing industry, Axia established the company as a thought-leader. Managing director David Reichard was on Jacksonville’s WJXT, The Morning Show, where he discussed why today’s hiring process is taking longer than it once did. Axia also pitched MadameNoire, a lifestyle website geared toward African-American women, providing ways to creatively enhance a resume with tips from one of Alluvion Staffing’s recruiting managers.
During the month-long social media campaign, Axia increased Alluvion Staffing’s following on Twitter, LinkedIn, Facebook and Google+.
Overall, the month-long PR campaign secured 140 online articles, six print articles and one broadcast interview. According to Nasdaq Media Intelligence, the campaign reached approximately 84.4 million people, earning a publicity value of $1.1 million.