A Bad PR Move for Walmart

In crisis communications, I advise clients to always put a plan in place which will help them deal with any negative situation that could possibly occur. It's called thinking ahead and can prevent additional backlash from media of delayed comments or lack of action taken on the part of the company.

One of the worst things a company, really any organization, can experience is an armed robber or angry person out for revenge. Sadly, it's becoming more and more common and something that cannot be overlooked at any level.

Recently four employees at a Walmart store in Utah were fired, not honored for their bravery, after noticing and subduing an armed robber. Their actions were courageous, no doubt, and deserve to be recognized. However, the company says that they have an employee policy in place that states that employees are not to confront an armed robber, but rather let them go...possibly on a shooting rampage, injuring or even killing employees and customers.

As a PR professional, I believe that Walmart has gotten this one all wrong. Sure, I agree that should employees take on this situation, they may be injured. But, in thinking what would be the worst of two evils, I would salute these employees for their actions in protecting the greater good and numerous people within the store. It's easy to imagine just what might have occurred if these three men and woman had not taken steps into their own hands. It was four against one. The odds were more than on their side.

As a consumer, I believe and trust that those who work in stores like this should be adequately trained and encouraged to keep me, and other consumers, safe from danger while I am on their property. The people of Layton, Utah should feel good about their local heroes as well as Walmart for hiring such courageous individuals.

Wal-Mart Misses the PR Mark:
Ironically, since this happened it has been gaining national media attention, and it hasn't been so positive for Walmart. These four individuals were fired, straight out. Not because they failed in their positions or received bad reviews for their work, but because they saw the need to take action to keep themselves, other employees and their customers safe.

Remember that Walmart has positioned itself as part of every community. They are a community "center", if you will, where you are warmly welcomed each time you walk in the door. Their commitment to consumers and affordability has set the tone for competition and the marketplace, in general. It is more than disappointing that they failed to realize the potential backlash from the media and professionals, like myself, in this situation. It is even more disappointing that instead of feeling safe with heroes at their local market looking out and keeping them safe, the people of Layton may just feel the opposite. Sales will decline in the store, for a period, possibly leading to the loss of other jobs.

What Walmart should do is get modify the policy and train staff to adequately deal with crisis situations like this. They should honor these four employees, most of them managers who are now out looking for jobs. This should have been a moment of pride for the Walmart organization, now it's just another stain on a reputation that a number of consumers have questioned for years - whether the store is convenient and prices pleasing. They may shop your store, but not respect your business. Now they have just another reason to look down their nose at the reputation of Waart.

This morning, three of the four employees were on CNN, their story told and allowed to give a 30 second pitch to anyone viewing who might like to hire them. They seemed to have great credentials, valuable work experience and have already proven their worth and commitment to a company. That's rare to find, I know!

Sometimes you have to take every situation on an individual basis to determine the best outcome. In this instance, Walmart's customers are safe but their brave employees are not, and now they are facing a negative PR situation that will be difficult to overcome since the strategy they should have taken is now too late to implement. It's just too late now...

My hope is that companies will be smart, take hold of these three individuals and thumb their nose at Walmart.




What do you think? Leave a comment!