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Case Study: Manpower Improves Their Efficiency through the Creation of an Online MediaRoom

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Background:
Manpower provides employment services to 400,000 clients that range from small enterprises to the world’s largest multinational corporations. Each year, Manpower places 4.4 million people into permanent, temporary, and contract jobs. In early 2007 Manpower U.S. recognized a significant need to redesign and expand their online press room. Manpower’s public relations team was finding the challenge of manually creating and distributing press releases, responding to reporter inquiries, and maintaining a media contact list to be extremely taxing on their time and resources. Manpower also has unique assets such as the quarterly Manpower Employment Outlooks Survey (MEOS), a survey that measures employers’ hiring intentions and is unparalleled in size, scope, longevity, and area of focus, which the PR team wanted to make easily available to public audiences. Lastly, there was a need to create an online space that was informative to their many audiences, was journalist friendly, and accessible at all times.

Challenge:
Manpower’s key objective was to create an online repository of information – including text documents, multimedia elements, and more – that was relevant to all of their audiences, was easy to maintain, and included a number of interactive and dynamic features. Manpower also wanted to augment their media contacts, while simultaneously engaging secondary audiences such as employers, researchers, analysts, government organizations, educators, and students.

Solution:
Manpower’s target audiences were the media and customers.

Manpower talked to media contacts and colleagues and looked at industry best practices. In addition, the PR team researched numerous products on the market.

Manpower’s PR team chose PR Newswire’s MediaRoom service because of its ease of use, numerous features, and affordability. PR Newswire’s MediaRoom service experts worked with Manpower to create a multimedia, content-focused press room, which includes local market press releases with state breakdowns, archived national press releases, opt-in/out email or RSS feeds, and password protection, which enabled the PR team to embargo releases during certain times and release them publicly at a later date. The MediaRoom look and feel also blends flawlessly with the corporate home page. Manpower’s MediaRoom also offers links to management information, subject matter experts, up-to-date contact information, and search bars powered by Google. The MediaRoom service allows the Manpower public relations team to update content in real time from any computer with Internet access, allowing Manpower to be significantly more effective in reaching their varied audiences.

Results:
As a result of the new MediaRoom, Manpower’s public relations team has become more effective in responding to questions, comments, and interview requests; and is now able to focus on strategic top-level media outreach. The team estimates an 80% reduction in the number of routine queries because inquirers are finding the information on their own in the MediaRoom, an overall increase in media placements for both MEOS and general Manpower news coverage in targeted and unintended media outlets, as well as a savings of 300 people-hours per year due to streamlined processes where, prior to PR Newswire’s MediaRoom service, the team was manually managing the press room content.

The page views for Manpower’s MediaRoom have increased from 862 in January through March of 2007 (prior to MediaRoom creation) to 2,482 in the same timeframe for 2008. The MediaRoom press releases page views have also increased significantly since implementation, with 2,912 in the first quarter of 2007 to 5,090 in the first quarter of 2008.

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