Wal-Mart vs. the Blogosphere

Fallout from the retailer's "astroturf" blog scandal may end up hitting PR firm Edelman the hardest

Last week, Wal-Mart (WMT) took a hit when bloggers on the Internet attacked the behemoth's effort to burnish its image via its own bloggers, who were receiving compensation from the retailer for their efforts. The episode may turn out to be an even bigger public relations disaster for Edelman, the retailer's PR firm. It culminated on Oct. 16, with a mea culpa from CEO Richard Edelman on his blog.

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