A Wal-Mart blog called "Wal-Marting Across America," that was started by a pair of simple Americans writing about their cross-country travels in an RV and enjoying the free lodging in Wal-Mart parking lots, has been what shall it be termed as a paid parking. The main contributor was revealed to be Jim Thresher, a staff photographer for The Washington Post.
The blog, which was launched only on this Sept. 27, was also mentioned in this week's issue of BusinessWeek, and got exposed as a promotional tactic engineered by Working Families for Wal-Mart (WFWM), an organization launched by Wal-Mart's public relations firm Edelman. WFWM has paid for the RV and in effect reorganized and scheduled the entire trip and also put up a logo on the RV's side. Though a banner ad announced WFWM sponsored the site, it never came out with the fact that Wal-Mart paid for the couple's RV, gas, food and other expenses.
People are of the opinion that Thresher's activities are a violation of the paper's policy for freelancing for special interests. Everyone involved violated the basic rule: Be transparent. If you're found out, it comes back as a slap in the face."
So much so for the advertising campaign that big companies like this follow.
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