Wal-Mart Enlists Bloggers in P.R. Campaign

• Posted: Saturday, March 11, 2006
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• Author: pradhana

By Michael Barbaro

Brian Pickrell, a blogger, recently posted a note on his Web site attacking state legislation that would force Wal-Mart Stores to spend more on employee health insurance. "All across the country, newspaper editorial boards — no great friends of business — are ripping the bills," he wrote.

It was the kind of pro-Wal-Mart comment the giant retailer might write itself. And, in fact, it did. Several sentences in Mr. Pickrell's Jan. 20 posting — and others from different days — are identical to those written by an employee at one of Wal-Mart's public relations firms and distributed by e-mail to bloggers.

Under assault as never before, Wal-Mart is increasingly looking beyond the mainstream media and working directly with bloggers, feeding them exclusive nuggets of news, suggesting topics for postings and even inviting them to visit its corporate headquarters.

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