The largest retail giant in the United States has learned the secret to offsetting any negative perception about its practices in the media. Working closely with their corporate executives and high-profile key media personnel, Wal-Mart is seeking to establish a new identity. Since perception is everything, their goal is to create a new way of thinking, a sort of “re-branding” of itself, and is using media relations to accomplish that goal.
The negative air that surrounds the retail giant is due in part to executive decisions to:
1) Outsource jobs to other countries, thereby reducing the number of available jobs here in America and,
2) Significantly reduce industry wages, leading to disgruntled, unhappy employees who generally voice their concerns – – to the media!
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