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  Shaw: When to punch back like Walmart, and when to step away from the keyboard
Time: 17:29 EST/22:29 GMT | News Source: ActiveWin.com | Posted By: Robert Stein

I noted with interest the PR approach that Walmart took earlier this week when it humorously, but firmly, pushed back on an op-ed in The New York Times. The retailer’s PR team used its own blog to take – literally – a red marker to the piece and suggested a few edits and additions that it believed would have created a more accurate and balanced column. I am sure they used a Microsoft Surface Pro 3 to do the markup, as well. As a communications professional at a company that is interesting, and large enough to generate a high level of media interest, the move struck a chord with me because it’s a tactic we have employed on a number of occasions. So I thought it might be interesting to give PRWeek’s readers some insight into our thought process and POV on when and where we choose to use our owned channels to challenge or rebut media coverage.

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