RSC Partners, Inc.

Painful as it may be for many to admit, Wal-Mart “gets it”.

Michael Barbaro writes in today’s New York Times that the planet’s largest retailer is conducting an aggressive public relations campaign that focuses exclusively on the blogosphere:

“Under assault as never before, Wal-Mart is increasingly looking beyond the mainstream media and working directly with bloggers, feeding them exclusive nuggets of news, suggesting topics for postings and even inviting them to visit its corporate headquarters.”

To Wal-Mart’s credit, the company has embraced two unimpeachable truths: (1) Bloggers are journalists with reach, credibility, and influence; and (2) The blogosphere is so vast that there are many bloggers out there who agree with the company’s point of view.

BLOGGERS ARE JOURNALISTS

Unbelievably, the majority of companies and many in the mainstream media, still dismiss bloggers as fringe players in today’s media hierarchy. This is a grave miscalculation that creates enormous opportunities for those in the enlightened minority, like Wal-Mart.

Because most bloggers lack the resources of a large news organization, they are typically receptive to tips, story ideas, and access to newsmakers (just don’t “spin,” “spam,” or pander to them because bloggers have the best BS detectors in the business).

In Wal-Mart’s case, the company simply offered legitimate, credible ideas for content to appropriate bloggers who cover specific issues. That the New York Times finds this unseemly belies a certain anxiety about the blogosphere at the “Old Gray Lady” that is not only justified, but in our opinion, long overdue.

IDENTIFY YOUR ALLIES

The folks in Bentonville, AR and their PR firm deserve credit for accepting that the company would never get a fair shake in the mainstream media which, for the most part, views private enterprise with suspicion and, often, with outright contempt.

They were smart enough to realize that, in a universe of 18 million blogs, there were bound to be lots of online journalists who see things their way.

We would advise other companies to take notice. Regardless of your issue, you most likely have an ally in the blogosphere. Reach out to them as you would to any journalist.

The New York Times tries to paint the practice of pitching stories to bloggers as somehow “ethically questionable”:

“But the strategy raises questions about what bloggers, who pride themselves on independence, should disclose to readers.”

We think this argument falls utterly flat. Pitching a story to a blogger is no different than pitching a story to a print reporter. In fact, the only way a blog-focused PR campaign differs from a traditional one, is that it is often more efficient and effective.

In our opinion, Wal-Mart’s efforts could and should become the template for future public relations campaigns.

Wal-Mart Enlists Bloggers In PR Campaign [New York Times]

More on Bloggers And PR [Instapundit]

New York Times Piece Is Up [Iowa Voice]

More on Wal-Mart, Bloggers and the New York Times [Marquette Warrior]

The New York Times, Wal-Mart & Me [PunditGuy]

As Seen In The New York Times [Crazy Politico's Rantings]