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Wal-Mart’s low prices

Wal-Mart’s public image was also bruised by the constant attacks it kept on receiving from Wal-Mart Watch which is a group the store chain finances. For three years, Wal-Mart watch aggressively engaged Wal-Mart in a negative public relations campaign. This saw the giant chain store land negative publicity in the media with various advertisement and reports against its operations. Wal-Mart’s negative publicity was even heightened by the fact that the unions carrying out these campaigns were well financed thus no stopping them (Barbaro, 2008).

However, the company finally managed to send off these cynics, which was a good move to stop total destruction of Wal-Mart’s image. After three years of aggressive criticism against Wal-Mart, Wal-Mart Watch finally disengaged itself and instead offered the company free advice. What is more, the condemnations and leaked documents that had only caused embarrassment to Wal-mart then led to recognition of the company’s progress (Barbaro, 2008).

Further still, Wal-Mart is also spending a lot of cash in its public relations campaigns yet the campaigns are not achieving the full potential they are geared towards. The company paid Andrew young to work on its public relations campaign yet he had to leave after making disparaging comments about Jewish,

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Korean and Arab shopkeepers. This implies that Wal-Mart did not take time to work on their public relations strategy so instead their effort to uplift the company’s image only came out as a propaganda campaign instead of public relations campaign.

Besides, Wal-Mart is also concentrating more on propaganda campaign instead of working steadfastly on real issues affecting its image (Uni Commerce, 2006). The retailer has also faced increasing opposition from the community regarding its plans on breaking into more profitable urban markets. Due to its public relation problems, communities came up with site fights by hiring of environmental and traffic consultations with an aim of showing that Wal-Mart’s plan of putting up new stores would prove harmful (Kaiser, 2005).

Since some of the issues affecting Wal-Mart’s image include such things as insufficient health insurance for its workers, low wages, denying its workers their fundamental rights and trade union rights among other crucial issues it would be advisable if the company came up with strategies that would clear out these issues instead of engaging in propaganda campaigns that may just end up destroying the company’s image more (Uni Commerce, 2006).

Additionally, known for its low prices, Wal-Mart’s low prices have democratized consumption that allows low income customers afford most of their products. However, according to critics, these low prices end up hurting Americans instead of helping them as a result of depressed domestic wages and exported manufacturing jobs. Subsequently, this poses as a negative aspect in Wal-Mart’s problem as it has led to a scrutiny of the business’ public relations (NY Times, 2008).

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