Wal-Mart Pledges to Hire Veterans, Buy American

Not all business decisions are made based on the bottom line. Some help build your brand and your company’s reputation too. These resources and tips are for every entrepreneur who has ever looked at decisions that go beyond dollars and cents…and also for those who have earnestly been trying to change their story for the better.

How to Rewrite the Headline

Wal-Mart saves America. The mega-retailer with the occasional image problem (the company has been accused of destroying local mom and pop retail, proliferating a culture of low paying jobs, and forcing the off-shoring of American manufacturing) has announced a plan to stimulate the U.S. economy. The plan includes hiring 100,000 veterans, spending $50 billion to buy more American made products, and helping its part-timers move to full-time positions within the company. The Associated Press

Truth in advertising. Some might reasonably doubt Wal-Mart’s recent altruistic move. For example, business reporter Christopher Matthews points out that the numbers Wal-Mart is promising in terms of additional hires and manufacturing purchases may not be very far off from what the mega retailer might have planned to do anyway. It always helps to have a convincing story to tell when promoting your brand’s value beyond increasing profits. Then again, remember that sometimes it’s the gesture that’s important when going above and beyond the call of duty. Time

In Search of Inspiration

Shaping the story. Whether trying to change an existing perception or creating an impression where none currently exists, arguably every PR effort starts with the press release. And the press release is not what it used to be in a world of multimedia communication via the Internet, writes digital content developer Janelle Vreeland. Here Vreeland shares five steps every entrepreneur should know about controlling a company’s story one press release at a time.
Lonely Brand Blog

The new PR. The Internet, it turns out, is changing PR just as it has changed every other industry it has touched. Rather than focusing on writing headlines for your audience, this new digital hybrid has become about conversing with customers, says Gini Dietrich, founder and CEO of Arment Dietrich, a Chicago-based communications and marketing firm. This shouldn’t be surprising to anyone already using social media marketing. The new tools aren’t about pushing a message. They are about building relationships. Wood Street Inc.

The search is on. Search engines, which have displaced news agencies and other similar organizations as the gatekeepers of what the public does and does not learn about your company, have also been a major part of how the Web has reshaped PR. If social media is about relationships, then search engines are about authority. Fortunately, for business owners and entrepreneurs who already create their own content for the Web, there is an easy way to benefit. SEO manager Brian Jensen has more. SEO.com

Uneasy Way Out

Speak now. Another way to build authority while marketing your business has nothing to do with the Internet…at least not for the most part. Obtaining speaking engagements in your area of expertise can be a great way to boost visibility for your business, and it may be easier than you think. This post from business coach Lori Nash Byron looks at how to snag those choice speaking engagements that will let your expertise shine. Famous in Your Field

The hard sell. There may be times when you lack the confidence to effectively communicate your company’s story, when you feel that no one is listening or interested, and when you don’t know how to demonstrate who you are and what your brand represents. When this happens, just remember there are people who have it even harder than you. Check out this list of the hardest sells in the PR industry in 2013 and try to imagine how you might turn these stories around. The exercise will be great practice for creating a compelling story about your business or brand. The PR Verdict

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