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Edelman shows Wal-Mart the power of blogs

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October 26, 2005

Edelman shows Wal-Mart the power of blogs

Stephen Baker

Richard Edelman, CEO of the PR firm and blogger, told a panel today how his company helped Wal-Mart generate good buzz during the Katrina catastrophe. Edelman learned early that Wal-Mart employees were using blogs to communicate logistics. They got the blog URLs to conservative blogs, which then made their way to mainstream media. This all fit nicely into the story line that was taking shape: Government doesn't work, Wal-Mart does. It was a PR coup for Wal-Mart, a company that's been taking a battering.

But Wal-Mart's blog story doesn't end there. In mid-September, Edelman hired the conservative blogger, Mike Krempasky, who was instrumental in getting the message out. Naturally, they put him on the Wal-Mart account. For more on Wal-Mart, see AlwaysLowPrices. They link today to a BusinessWeek story. It tells how Wal-Mart is sponsoring research that isn't very flattering to the company. Here the company seems to accepting at least some of the blogworld thinking: transparency trumps gloss.

01:32 PM


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The Wal-Mart revelation may make some bloggers and blog readers feel manipulated. But, like professional journalists, bloggers have ultimate control over what they publish. [Read More]

Tracked on October 26, 2005 03:12 PM

For every step forward Walmart takes, it's inevitable they take at least three backwards, eg today's article in the New York Times and the memo to cut costs.

Posted by: Jeremy Pepper at October 26, 2005 02:16 PM

I think that's very interesting, but, of cause, it is always that way. Well, maybe not always, but in the present and in Europe. It has happend in the past, but who are we to look at the past? The scientist invent something, but the State forbids it, because it is against the 'moral' or the 'human rights'. Let us, for example look at the cloning. It is forbidden, even though it could help a lot of people. If they (the people of Europe) could reproduce sick parts of their body and then exchange these new parts with the old ones, they could live. As it is now they will most likely die, because our government unknowingly (or so I hope) 'refuses' to help it's people, because that is against 'humanity'. But they'll see what happens. Our scientists are already leaving the country and they won't come back, if the situation does not improve. Let us hope, that Europe will not sleep too long.

Posted by: Katharina Tinbergen at October 27, 2005 07:24 AM

Edelman's Walmart Blogging strategy is three steps backward, and no steps forward. The flap over the Wash Post photographer and the Andy Young scandal shows how stupid this strategy is. Kudos to Business Week, the Times and the numerous PR blogs that are jumping all over Edelman.

Posted by: James Bruni at October 13, 2006 11:45 AM

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