Crisis communications

American multinational retail corporation that operates a chain of:
hypermarkets
discount department stores
and grocery stores
By revenue - largest company
Business model - wide variety of general merchandise at low prices
controlled by the Walton family
PR CAMPAIGN AGAINST WALMART
WIDE POPULARITY
WALMART

Accusations:
cheap low-quality goods
making purchases in China
Perceived as cheap (by the US customers)
Poor working conditions
PR CAMPAIGN AGAINST WALMART

KEY PUBLICS

MEDIA
Goal: provide a wide range of proofs that show the economic effectiveness of the financial scheme
Message: “We share top secrets of our company”
Channels
Presentation by top management – in main office
Try-outs w/ consumers in several shops across the country:
test purchases
surprise inspections

CONSUMERS
Goal: to prove that products of good quality can be low-priced as well
Channels
Series of test purchases / surprise inspections – by ordinary customers
Participation of top management:
on the radio
in TV programs (news, specialized economic / business programs)
Message: “Saving money and getting quality at the same time“

COMMUNITY
Goal: to demonstrate that all other companies do the same thing
Message: “We are just like the others“
Channels
Participation of top management – in TV show
Article of independent economic expert
Double information – on the radio

RIVALS
Message: “We are open to discussion and cooperation”
To hold a tour
To create trust

RESEARCH
? PR campaign – Results
Questionnaire
Consumers
Community
How often do you visit our supermarket? Are you satisfied by the quality of goods?
Do you think that you save money when you shop at our supermarket?
Would you like to work at Walmart?