Wal-Mart Enlists Bloggers in P.R. Campaign

Online newspaper- NY Times

Wal-Mart PR is distributing information to bloggers and asking them to post the information on their blog.  However, many bloggers do not reveal the source, so it appears that Wal-Mart is simply receiving good press, not requesting it.

This article raises some ethical concerns.  While Wal-Mart never specifically asked bloggers to hide the source, it still seems as if that is the intention.  Wal-Mart knows that not everyone will think or try to reveal the source, and the company is capitalizing on that.

In relation to my internship, I don’t believe Midway ISD Education Foundation would attempt a strategy such as this.  It is too close to the line between ethical and unethical to risk the organization’s name.

I don’t know if Wal-Mart’s strategy here could be called responsible consumerism.  While many say any press is good press, now that the public knows of the strategy, it could potentially backfire on the company, because consumers might feel as if they are being taken advantage of.

Social media is playing a huge role in this scenario.  Bloggers reach millions of people, and can be very influential if in the right hands.

http://www.nytimes.com/2006/03/07/technology/07blog.html