(The following article by Ylan Q. Mui and Amy Joyce was posted on the Washington Post website on August 16.)
WASHINGTON — Wal-Mart Stores Inc. has spent the past year burnishing its public image in the face of slowing sales growth and amplified criticism from labor groups. Now, it is turning its attention inward.
The world’s largest retailer yesterday sent letters to its 18,000 workers in Iowa, lambasting critics and political leaders for attacking the company during a nationwide bus tour sponsored by labor unions. The move marks the first time the company has solicited support from its own employees to help polish its image and is the first step in an aggressive new campaign dubbed the Voter Education Program.
“We would never suggest to you how to vote, but we have an obligation to tell you when politicians are saying something about your company that isn’t true,” wrote Tom Underwood, regional general manager.
The letter cited Sens. Evan Bayh of Indiana and Joseph R. Biden Jr. of Delaware and Govs. Tom Vilsack of Iowa and Bill Richardson of New Mexico — all Democrats — for participating in the bus tour arranged by Wake Up Wal-Mart, which is funded by the United Food and Commercial Workers International Union. The tour stopped in Iowa yesterday and will remain there until the end of the week.
Similar letters will be sent to 8,000 employees in New Hampshire, 27,000 in South Carolina and 12,000 in Nevada — all future stops for the bus tour and states with key political primaries.
“We want our associates to be aware of the misguided attacks that are occurring . . . by elected officials playing politics with our company,” said Dan Fogleman, a Wal-Mart spokesman. “We think elected officials should spend their time on real solutions to real challenges.”
Wake Up Wal-Mart has blanketed stores, hoping to get workers to call a toll-free number or log on to the group’s Web site to share stories about Wal-Mart. Wal-Mart Watch, a similar group originally funded by the Service Employees International Union, also solicits information from Wal-Mart workers. Some of the information sent to the groups, presumably by employees and vendors, has been leaked to the press.
Wal-Mart has been accused of blocking employee attempts at unionizing. It also has been assailed for its wages and labor practices and accused of running out small businesses.
“This shows this company realizes they are the focus of a growing political and public backlash,” said Chris Kofinis, a spokesman with Wake-Up Wal-Mart.