Did Wal-Mart Wake Up? - The Arthur Page Society

careful note of CEO H. Lee Scott’s very “adversarial tone and acidic regard for the
company’s opponents.” 63 In its rebuttal Web site PaidCritics.com, the company described
Andrew Grossman of Wal-Mart Watch as “a political operative with a checkered past.” 64
When dealing with Greenwald’s film, the company included in its press kit three pages of
bad reviews Greenwald has received over the years, dating back to 1980. In November
2005 the company then released a document claiming that Greenwald’s “contorted
vision, smears, supposition and sour grapes are substituted for evidence and
corroboration.” 65
6. Summary of Main Points
• Wal-Mart should be more aware of how its policies are affecting its reputation,
and should become more proactive with the challenging issues they face, rather
than acting defensively.
• Wal-Mart should take measures to build better relationships with its associates
and with its external publics, as these constituents serve public relations roles and
are indicators of whether or not the company has a positive image and reputation.
• Wal-Mart could build credibility by being accountable for some of its negative
business policies and practices. By admitting its shortcomings and working
towards change, negative perceptions of the company will most likely decrease.
• Wal-Mart should from now on be more straightforward and transparent in its
communication. By hiding affiliations with publicity stunts in the past, the
company has severely tarnished its reputation. Through open dialogue with
constituents, the company will be seen as ethical in its practices.
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