BOSTON: The Boston Newspaper Guild, the union representing hundreds of Boston Globeemployees, hired O’Neill and Associates for strategic messaging, effective April 10, said Cosmo Macero Jr., VP at the agency. The paper's parent company, The New York Times Co., has reportedly threatened to shut down the newspaper if tens of millions of dollars in concessions are not made. The union is stressing the message that "all the members of the newspaper guild [should be] treated fairly," said Macero, who added that media coverage of the issue has been "good, aggressive, and comprehensive." Representatives from the Globe could not immediately be reached for comment. Catherine Mathis, SVP of corporate communications at the Times Co., declined comment.