Tuesday's quick reads: Boeing, Best Buy, and Martin Luther King

1.) Boeing launches PR campaign to protect C-17 cargo plane (Los Angeles Times) -- Boeing Co. and supporters of the C-17 cargo plane launched a multi-front public relations offensive last week, hoping to extend the life of one of Southern California's last major military aircraft factories.

2.) Best Buy's Twelpforce: An army of volunteers (Social Media Business Council) -- Best Buy has joined a growing number of companies using social media for customer service with their Twelpforce — but with a different twist: Employees from all across the company can volunteer to help folks on Twitter with questions, and it’s all aggregated under the single account, @Twelpforce.

3.) Why leaders need stories: A lesson from Don Hewitt (Harvard Business Review) -- Don Hewitt, who died this month and was executive producer of CBS' "60 Minutes", was fond of saying that every child realizes the importance of "tell me a story" — but when we reach adulthood, we forget. Yet Hewitt's absolute commitment to story is something leaders, particularly those with big initiatives to push, should remember.

4.) How to respond to criticism: Learning from Dr. King (Tim Ferriss Blog) -- The of "The Four Hour Work Week" argues that Dr. Martin Luther King, Jr.’s Letter from a Birmingham City Jail is one of the best case studies in how to deal with criticism he's ever come across.

Monday's quick reads: Chevron, 60 Minutes, and Twitter

1.) When Chevron hires ex-reporter to investigate pollution, Chevron looks good (New York Times) -- What did Chevron do when it learned that “60 Minutes” was preparing a potentially damaging report about oil company contamination of the Amazon in Ecuador? It hired a former journalist to produce a mirror image of the report, from the corporation’s point of view.

2.) What's the right corporate policy for Twitter, Facebook, and blogs? (Business Week) -- Check out how Business Week journalists approach engaging their readers online.

3.) Gifts for reporters? Don't bother. (Ragan) -- If you think chocolate and flowers are the way to a reporter's heart, think again.

4.) CEOs who use Twitter (Business Week) -- In August 2008 Business Week reported on 18 chief executives who use the microblogging application Twitter to clue customers in on new services, help them with questions about their products, and generally get a little bit personal with customers, business associates, and the public.Not even a year later, Business Week bring you nearly 50 CEOs who find tweeting a personal and professional delight.