The second verse is apparently NOT the same as the first.
After years of ignoring public relations and the media (and, to their credit, growing like crazy), Wal-Mart changed directions last year. Tired of being on the short end of every comparison with media-friendly Target, the Arkansas retail giant hosted a “get-to-know-us” camp at headquarters last year.
The media that did get that access treated it with a healthy dose of skepticism, and Wal-Mart came away no worse than it was going in.
This time around, the “PR for the PR machine” is already spinning a new line — that reporters will drive the sessions. Wal-Mart is pledging to spend more time “listening” to find out what journalists want and need, and a better way of delivering it.
Expect to see some coverage of the Wal-Mart detractors, who have built a healthy cottage industry of their own. And expect Wal-Mart to get better at this PR thing as it goes. Baby steps, baby.