How UPS repackages content to extend its reach

UPS tractor-trailer operator Ron “Big Dog” Sowder has traveled the highways for 49 years without an accident, and the company figured there was a lesson in his steady driving.

Every year UPS salutes drivers like Sowder who have gone at least 25 years without an accident, admitting them into its Circle of Honor. When another 1,122 drivers reached the milestone this year, the company localized press releases for the markets where they lived, mentioning him as well.

But UPS didn’t leave it at that. The shipping and logistics giant repackaged the information for its own employees and the public, stressing safety. This was part of its effort to “repurpose” content and extend its reach, both internally and externally.

“We’re trying to look also from the standpoint of content that is created; how can we use that through multiple channels?” says Susan Rosenberg, public relations manager for the Atlanta-based firm.

UPS was one of a handful of companies cited by Shel Holtz, principal of Holtz Communication + Technology, for recognizing the compelling business need to curate content.