New Wal-Mart ads designed to shape (or reshape) public perception

An article in today's issue of The News & Observer reports that Wal-Mart has launched two television ads that, "in unusually detailed terms, trumpet its health care plans, charitable contributions and positive effect on the American economy." The article begins by stating that "Wal-Mart, under attack now from unions and prominent Democrats, on Monday introduced a marketing campaign that closely resembles the television advertisements used by political candidates."

From my perspective, this is a timely example of paid media being incorporated into a Public Relations campaign (as opposed to a marketing campaign). Instead of touting Wal-Mart's product offerings or low prices, this campaign seems designed to shape (or reshape) the public's perception of the retailing giant. The company's VP of Corporate Affairs indicated as much, calling the ads an effort to "clear up" inaccurate perceptions.

Based upon the article's account, the ads are also intended to evoke an emotional response from viewers: "Our low prices save the average working family $2,300 a year," says the narrator of one ad. "Which buys a lot of things -- and a whole lot of freedom." That does indeed sound like something you'd hear during the course of a political campaign.

The article also provides a clear example of the impact of news headlines. The headline in the paper reads, "New ads show Wal-Mart on the defensive." While I am not rendering judgment on the accuracy or inaccuracy of the ads, I believe the article actually reveals a company that is actually going on the offensive in managing its reputation by attempting to clearly define itself in the eyes of the public.