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Wal-Mart: Ark Dec
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After a decade of near silence in the face of criticism and lawsuits, Wal-Mart is mounting a public relations counteroffensive to regain control of its image. In keeping with the public relations push, Wal-Mart will run a full-page apology in this weekend's Arizona Daily Sun to respond to the negative reaction to the book-burning ad.
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Reaction to Wal-Mart's decision by homosexual groups has been surprisingly mild. Selisse Berry, executive director of Out & Equal - which received a contribution of $60,000 from the company last year - said in a news release: "Wal-Mart continues to engage on the issue of worker equality, and we will support them in that.
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PR Week reported that Wal-Mart is expanding its media relations team. "There's an acknowledgement throughout the company of the importance of using the media to tell our story," a company spokesperson said. "We're now putting more resources behind doing that." [22] Trade publication O'Dwyer's PR Daily call Wal-Mart's media department, asking for comment on the Times editorial. But the company said it had not decided whether or not to respond.[23]
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