Crisis communications

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American multinational retail corporation that operates a chain of:
hypermarkets
discount department stores
and grocery stores
By

American multinational retail corporation that operates a chain of: hypermarkets discount department
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

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Accusations:
cheap low-quality goods
making purchases in China
Perceived as cheap (by the US customers)
Poor

Accusations: cheap low-quality goods making purchases in China Perceived as cheap (by
working conditions

PR CAMPAIGN AGAINST WALMART

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KEY PUBLICS

KEY PUBLICS

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MEDIA

Goal: provide a wide range of proofs that show the economic effectiveness

MEDIA Goal: provide a wide range of proofs that show the economic
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

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CONSUMERS

Goal: to prove that products of good quality can be low-priced as

CONSUMERS Goal: to prove that products of good quality can be low-priced
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“

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COMMUNITY

Goal: to demonstrate that all other companies do the same thing

Message: “We

COMMUNITY Goal: to demonstrate that all other companies do the same thing
are just like the others“

Channels
Participation of top management – in TV show
Article of independent economic expert
Double information – on the radio

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RIVALS

Message: “We are open to discussion and cooperation”

To hold a tour

To create

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

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RESEARCH

? PR campaign – Results

Questionnaire

Consumers
Community

How often do you visit our supermarket?

RESEARCH ? PR campaign – Results Questionnaire Consumers Community How often do
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?
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