Wal-Mart corporate brand reputation
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This document outlines a case study of Walmart's use of public relations research to manage its corporate reputation. It describes a 7-step planning process used by Walmart: 1) Define business objectives, 2) Identify key audiences, 3) Determine audience-specific outcomes, 4) Conduct research, 5) Develop a communications strategy, 6) Implement campaign elements, and 7) Measure and revise the strategy. The document provides details of Walmart's research with various stakeholder groups including consumers, local governments, associates, suppliers, and analysts to identify drivers of Walmart's reputation with each group. It then gives examples of Walmart's media relations programs, national advertising campaigns, and other reputation management tactics developed based on the research
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Wal-Mart corporate brand reputation
- 1. West Virginia University: Cases in Public Relations Research David Geddes, Ph.D. Geddes Analytics LLC April 2, 2013
- 2. 2 Agenda Case 1 Research-based corporate reputation management: Wal-Mart Case 2 Research-based campaign development: American Animal Hospital Association
- 3. 3 Learning objectives • Cases to help understand theory • Real research-based planning processes • PR practice today • Questions
- 4. 4
- 5. 5 What is corporate reputation? • Good reputation • Bad reputation
- 6. 6 Where does corporate reputation come from? What they do Reputation Customer experience What they say What is said about them Actions Words
- 7. 7 What does reputation lead to? Reputation Relationships Cognitions • Attitudes •Beliefs •Perceptions •Expectations Behaviors
- 8. 8 Why does reputation matter? • Stock price • Lowers risk • Employees • Price premium • Partnerships • Support in a crisis • And others … • License to operate
- 9. 9 Reputation management planning process 1. Define business objectives 2. Identify key audiences / stakeholders / publics 3. Determine audience-specific business outcomes and communications outcomes 4. Research 5. Develop communications strategy and tactics 6. Implement campaign elements 7. Measure, revise, and adjust strategy
- 10. 10 Step 1: Background and objectives • Situation analysis • The Wal-Mart Brand promise ▫ Low prices, every day ▫ Convenience ▫ Quality ▫ Customer service • What lies ahead?
- 11. 11 Step 2: Identify key stakeholders 1 Customers and prospects Citizens 2 Local government officials 3 Associates and potential associates 4 Suppliers 5 Financial analysts / investors 6 Journalists
- 12. 12 Step 3: Audience-specific outcomes Stakeholder Outcome Business benefit Consumers • Shop • Preference • Loyalty • Recommend • Increased sales • Lower customer acquisition costs • Higher $ per customer Citizens • Welcome stores in community • Understand • Respect • Advocate • Lower costs to open stores • Access to most desirable sites Strategic planning grids
- 13. 13 Step 3: Audience-specific outcomes Stakeholder Outcome Business benefit Local government • Welcome stores in community • Recommend • Tax benefits • Understanding and respect • Lower costs to open stores • Access to most desirable sites • Avoid local and state regulation Associates • Engagement • Loyalty • Pride • Recommend • Advocate / be an ambassador • Lower recruiting costs • Greater retention • Productivity
- 14. 14 Step 4: Research design Public Phase I Phase II Phase III General public Pilot survey Focus groups Survey (n = 1,000) Monthly tracking (Gallup) Local government In-depth interviews Survey (n = 200) Associates Focus groups Survey (n = 1,000) Monthly tracking (2004-2006) Suppliers Interviews Survey (n = 200) Annual supplier conference feedback Analysts Survey (25) Journalists Survey (50)
- 15. 15 Step 4: Analysis Qualitative research • Focus groups • In-depth interviews Ideas to test in surveys Surveys Statistical analysis Identification of reputation drivers
- 16. 16 General public / consumers 1. Good jobs 2. Good neighbor 3. Positive local economic impact 4. Local community involvement 5. Corporate citizenship What is missing? Step 4: Reputation drivers
- 17. 17 Local government 1. Taxes 2. Jobs 3. Long-term commitment 4. Positive local economic impact 5. Collaboration 6. Clean, attractive buildings Step 4: Reputation drivers
- 18. 18 Associates 1. Good jobs ▫ Wages and benefits ▫ Good employment practices 2. Advancement / Build a career 3. Treat associates like family 4. Wal-Mart reputation ▫ Company governed by values ▫ Excellence in retailing ▫ Positive impact on the community Step 4: Reputation drivers
- 19. 19 Step 5: Reputation management Media relations program I started out as a part-time cashier and now I’m a Manager,” Karen Colclasure, Store Manager. “You can feel the passion because we all love what we do. They just want to be part of the atmosphere.”
- 20. 20 Reputation management: Media relations program "Theresa Barrera is a Wal- Mart Vice President in charge of the $5 billion stationery line. Wal-Mart is the nation’s largest private employer and employs 110,000 Hispanics, more than any company.”
- 21. 21 Step 5: Reputation management National advertising
- 22. 22 Step 5: Reputation management • Senior executive visibility • Local government relationships • Internal communications • Corporate philanthropy • Operations
- 23. 23 What have we learned? • About Wal-Mart? • About research and planning?
Editor's Notes
- Define business objectivesIdentify key audiences / stakeholders / publicsDetermine audience-specific business outcomes and communications outcomesResearchDevelop communications strategy and tacticsImplement campaign elementsMeasure, revise, and adjust strategy
- 1. Good jobsGood employment practicesGood benefits (medical, etc.)Career advancement opportunities2. Good neighborInside the storeClean storesWell-organized shelvesWhat was new is that this was seen as an image issue, not an operational issueOutside the storeStore designClean parking lot and loading dock areaIn the communityListenAppropriate store siting … local urban planning issues … relation to residentialBe responsive3. Impact on the local economyConcern about negative impact on small, local businesses –indications that Wal-Mart would not win a wart of economic factsPushing businesses away from town centersIs Wal-Mart just a bully?4. Involvement in the local communityBasically it came down to this … if you are driving out the local hardware store that supported the Little League team and the pharmacy that sponsored the health fair .. Then step in to their places.5. Corporate citizenshipEnvironmentHuman rights, sweatshops, and workplace issuesGlobal issuesThis was a distant fifth .. Going in, we expected this to be more important
- Corporate reputation < > BrandAudiences have different but related reputation driversBuilding relationships is criticalLack of engagement is not an optionResearch is fundamentalRequires senior executive commitmentMay require changes in operationsLong-term commitment from all divisions