Public Relations principles
Ways Wal Mart adheres to the Public Relations principles For a long time, Wal-Mart overlooked its image problems given the fact that the chain growth continued to increase due to many customers flocking its stores. However, the company has since realized that it can no longer ignore the public relation problems it undergoes. As a result, the chain has come up with better ways in adhering to public relation principles by coming up with strategic plans that will enhance its image and reputation despite the negative reports in the media (Kaiser, 2005).
For instance, the chain recognized its need of conducting and hiring public relations personnel who will defend the chain against critics and campaigns to slow it down thus speeding up its expansion. Additionally, in an effort to curb the bad news as reported in the press that has affected the company’s image, Wal-Mart developed a strategy that enabled them do good. For example, this was evident through its support to Katrina victims and changes in labor practices (Kaiser, 2005).
Wal-Mart’s ways of adhering to public relations can also be marked by its telling the truth with regards to the company’s grave concerns on how it not only treats its employees but the American people as well. In other words, the company has defended itself from the negative ‘myths’ and publicity by insisting that it pays its employees well and also by stating that the chain offers an affordable insurance to many of its employees. As well, the chain has also built a network of corporate affairs offices in order to enhance Public Relation efforts and local lobbying in major cities around the country (Kaiser, 2005).
Moreover, according to Wal-Mart’s chief of public relations, the public mainly responds to what a company does and that every crisis is considered an opportunity. In an attempt to adhere to the public relations principles, the company’s ethical standards department releases an annual report on ethical causes which details what the company actually does all through the year. (Wal-Mart China, 2007). In another attempt to adhere to public relations principles, Wal-Mart decided to act by commencing an International Giving program which awards scholarships for migrant workers and their families.
This program objective was geared towards increasing the chain’s supply and empowering its workers through education which also enhances the employees’ best ways of dealing with the media and the community at large. Additionally, the organization committed itself to responding to the public relations problems facing it by improving on the safety, labor and environmental violations (Wal-Mart China, 2007). In its ways to adhere to the principles of public relations, Wal-Mart remained calm and patient in its challenges of putting up new stores in big cities like Los Angeles.
In achieving this, the company gradually worked towards changing attitudes by distributing surveys of residents of different towns in favor of expansion of the store in their towns. Even so, favorable polls from the surveys did not lead to an immediate putting up of a new store by the chain. In other words, the chain listened to its customers by carefully ensuring that it meets all the qualifications as demanded; for instance, the issue of health care and zoning (Kaiser, 2005).