Final Case Report: Walmart Puerto Rico
Sergio Adrián Ayllón Espinoza
Marcia Zarella Sanchez Aguirre
Richard Madge Medina
Michael Yábar Paredes
1. One of the major criticisms of Walmart is that the organization causes problems for local communities, how should Walmart combat this negative publicity?
Actually as Walmart is making efforts to reduce imports in order to benefit local communities they should benefit from that negative publicity creating a new campaign claiming that when you buy in Walmart you support the development of local communities as most of the products sold in Walmart are actually produced by those communities.
2. What steps should Walmart take to improve communications with the incoming government and other publics to ensure cooperation and support in the future?
Walmart must improve their Public Relations in order to improve communications with the incoming government and other publics.
We will use the Valid Public Relations Metrics Framework to specify the necessary steps to improve that communication:
Public Relations Activity:
Awareness: Create content, engaging through social media, engaging traditional level.
Awareness: Number of articles dedicated to the initiative in Waltmart. Target audience impressions Knowledge: Key message on the articles is what we want to transmit. Interest: Expressed opinions of interest by opinion leaders. Example: A senator claiming that Walmart is beneficial for local communities. Support: Opinions of leaders that support the message we intend to give.
Target audience effect:
Awareness: Target audience with aware of the existence of the campaign. Knowledge: Target audience knows in detail the benefits of Walmart for local communities. Interest: Brand identification between Walmart and the target audience. Support: Change in attitude, now Puerto Rican people have the intention of buying in Walmart. Action: Increse in sales, increase in brand...
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