Two years ago, Wal-Mart launched a vigorous public relations campaign to convince the world that it treated its employees with fairness and dignity. Many in organized labor, however, were not impressed. The corporation’s efforts were derided in the media and on various pro-union websites.
Wal-Mart has now taken over the PR campaign. Its advocacy group, Working Families for Wal-Mart, will not be run by an outside PR agency.
To deal effectively with the United Food & Commercial Workers and with the Service Employees International Union, Wal-Mart will now use its own employees to get out its positive message. The Working Families website will feature employees and consumers who will speak favorably about the company. It will no longer rely on outside supporters.
This represents an intelligent and informed approach to getting out the Wal-Mart message, for no one can speak better on behalf of the employees than the employees themselves. This new campaign should finally convince the doubters and the cynics that Wal-Mart is a great American company that provides not only jobs, but opportunities to grow and realize goals.
