Wal-Mart War Room Needs Combatants

On the surface Wal-Mart is a place to buy cheap tube socks. But scratch that surface and the Bentonville, AR multi-national is a Goliath, with a steady stream of incoming rocks slung by a nation of Davids.
One of those highly organized group of Davids is Wal-Mart Watch.
The group recently got its hands on two Wal-Mart job listings for top-level PR positions, which they quickly provided to the New York Times.

One job includes “opposition research,” presumably into Wal-Mart’s major critics. The other requires the ability to “mobilize resources” during a “crisis situation.”
The two jobs reflect how much life has changed at Wal-Mart, which has come under withering criticism over its wages, health benefits and treatment of workers. The company barely had a public relations department in the early 1990’s, but now has a staff of dozens, including a public relations war room full of former political operatives who dispute the assertions of its opponents.

The job postings are being circulated by Crowe-Innes & Associates, an executive search firm.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.