Gevity

Gevity (NASDAQ: GVHR), based in Bradenton, Fla., is a human resources outsourcing firm that works with small businesses to help them maximize the return on investment in their people. Essentially, Gevity serves as the full-service HR department for these businesses, providing each employee with support previously only available at much larger companies.

The Challenge

In an effort to showcase Gevity’s business offerings for the small business owner, PAN Communications aimed to generate media interest in the company through a dedicated business profile of the company or a C-level executive. However, with a crowded field of human resources outsourcing companies in the human resources arena, it would be a challenge to convince the media to focus squarely on Gevity.

The Approach

In the spring of 2007, PAN identified several leading business publications that would potentially be interested in a profile. After learning that Brian Horn, associate editor of Smart Business, was interested in profiling Gevity and CEO Erik Vonk, PAN spoke with Horn and gained more information that was critical in preparing Vonk for the interview.

PAN thought that Smart Business was the ideal publication to pursue based on its mission of helping business owners and top managers deal with the daily challenges of growing a business. Gevity espouses similar goals in working with 7,500 client companies nationwide. Additionally, PAN was confident that coverage in Smart Business’ regional Tampa Bay edition would give Gevity increased clout and credibility in its own backyard. Importantly, a potential profile would position Gevity as experts and visionaries in the human resources outsourcing arena.

As for the interview itself, Horn wanted to know some of the challenges Vonk faced throughout his career so that he could share those business tips with entrepreneurs and small business owners in the Tampa Bay area. He also wanted to understand how small companies manage growth, deal with turnover issues, and handle other general management techniques.

The briefing sheet that PAN provided to Gevity paved the way for Vonk’s meaningful and productive interview. The sheet provided specific story themes, potential interview questions and tips to ensure that Gevity’s key messages were included in the feature. One of the key challenges following the interview was to make certain that Horn had all of the information and related information, including company data, head shots and other materials. PAN followed up with Horn several times over the next several months to ensure that he had enough information and that the story was on track to appear.

The Results

An extensive feature of Gevity’s Vonk appeared in the July 3, 2007, issue of Smart Business. Titled “Beating the Unknown,” the 2,000-word cover story chronicled Vonk’s business career and heralded his acumen in the human resources outsourcing arena. The story positioned Gevity as an innovative and strategic company and captured key Gevity messages.