Wednesday, January 16, 2013
Here is one example of smart PR and another. The Swissotel guide to world etiquette is not only handy but it positions the company as a global purveyor of hospitality. Wal-Mart's announcement that it will hire 100,000 veterans is not only good positioning for the often- criticized company but it brings in a workforce known to be disciplined and motivated. Two companies and two PR solutions, both on the mark. There is plenty of room for creative and meaningful actions that set an organization apart. There is little need for businesses to stick with "me-too" solutions, which they too often do. Granted that hiring veterans is not a new idea. The Home Depot did it years ago. The size of the commitment is what sets Wal-Mart apart. The company has determined to go big to make a dent, and that has happened. This makes it harder for activists who dog the company for abuses and omissions. Swissotel, on the other hand, plays to the fears of any traveler who goes to a country and isn't sure what to do or how to fit in -- and that is just about everyone. Its site is a utility -- something a traveler checks regularly. Kudos to both companies.