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The world's largest retailer set out to clean up its image with a new public relations campaign - and promptly landed six spots on this year's list.
Because if there's anything America loves, it's a politician...
1. Because if there's anything America loves, it's a politician...
In an attempt to put a smiley face on its tarnished image, Wal-Mart hires heavy-hitting public relations firm Edelman, which sets about using tactics derived from political races to reverse public perceptions of the giant retailer.

Dubbing its campaign "Candidate Wal-Mart," the firm trumpets all manner of new Wal-Mart initiatives: improved employee health-care benefits, higher starting pay levels, new stores in downtrodden neighborhoods, reasonably priced organic foods, and a flat $4 fee for hundreds of generic prescription drugs.

As a result, candidate Wal-Mart quickly becomes, well, the most popular politician since Spiro Agnew. By year's end Wal-Mart suffers its first quarterly profit drop in a decade, sees same-store sales decline in November's run-up to the crucial holiday shopping season, and suffers a series of public relations gaffes so stunning that it lands six spots in this year's edition of the 101 Dumbest Moments.

PR Campaign

Andrew Young




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