BOSTON — In a major shift in corporate protocol, Wal-Mart Stores Inc. is giving journalists limited access to the company and its leadership during a two-day conference starting Tuesday that is planned with the rigor of a military maneuver.
The gathering is part of a broader acknowledgment that the media is another of the company’s “stakeholders,” much like Wall Street analysts, who attend a similar annual conference, said Jay Allen, Wal-Mart’s senior vice president, corporate affairs. Allen said his only regret was that he “wished the company had done this sooner, but all things have their natural cycle.”
The conference is open to journalists on Wal-Mart’s terms: No photography or individual interviews permitted, reporters’ belongings are subject to searches and only 20 minutes are allotted for questions after each executive presentation.
Detractors of the world’s largest retailer have effectively used the courts, local lawmakers and the media to attack Wal-Mart’s employment policies and to try to slow its expansion in the U.S. The company has been involved in battles in Los Angeles and New York over its attempts to open stores.
In addition, Wal-Mart has been challenged by scandals involving illegal immigrant cleaning crews hired by company contractors and internal ethics probes of top company officers, including former vice chairman Thomas Coughlin, who last month was ousted from the board. Wal-Mart, which had more than $285 billion in net sales for the fiscal year ended Jan. 31, also is facing the largest-ever class-action gender discrimination lawsuit on behalf of more than one million current and former female employees.
“Wal-Mart has more problems with the media than they do with consumers, so I think it’s wise to go out and confront the group that has the greater negative impression,” said Britt Beemer, founder of Charleston, S.C.-based marketing firm America’s Research Group.
Eli Portnoy, principal of Orlando, Fla.-based branding consultant The Portnoy Group, said the conference could backfire.
“If it’s window dressing, a lot of hot air and double-talk answers but nothing substantive, I think it could cause more harm than good,” he said. “I suspect they will give a little, but not much....Their business philosophy and their success has been driven by how close to the pocket they keep their business.”Wal-Mart president and chief executive officer H. Lee Scott, who is spearheading an effort to improve the company’s reputation, will give the keynote address.
Wal-Mart’s campaign “to tell its story” is a dramatic overture for a company whose founder, Sam Walton, shunned the press. The company did not establish a media relations unit until 1989. The current strategy kicked into high gear this year with a blitz of newspaper ads defending the company’s wages and benefits. The retailer also launched a Web site, walmartfacts.com.
“We’re not doing this because of a negative headline or someone doesn’t like us,” Allen said. “All we’re doing in this external area is tied to our growth. It’s not inconsistent with having to have world-class logistics systems or world-class information technology to keep growing. We have to be world-class in this area — in p.r. and in government and in legal — to grow.”
More than 100 publications were invited to the conference and about half plan to attend, said Wal-Mart spokesman Gus Whitcomb. The conference is to be at a hotel in Rogers, Ark., about 5 miles from Wal-Mart’s headquarters in Bentonville. Reporters were given a choice of touring the company’s headquarters, distribution center, radio frequency identification lab or any of its domestic store formats. The RFID and home office tours are most popular, Whitcomb said.
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)