WebProNews has recently reported about Wal-Mart's failed attempt at online reputation management, after anti-Wal-Mart activists revealed the people behind the short lived blog.
Offering a positive outlook on the mammoth chain's US stores and workers, the pro-Wal-Mart blog soon gained attention and skepticism from many who protest against the retailer's alleged staff treatment and business practicies.The real identity of the couple who blogged on the site was traced back to the sister of an Edelman PR employee.
Since the birth of blogging, savvy PR companies have been using the medium to put across the views and opinions of their clients, often purporting to be customers or independant experts (or paying such people to post). Wal-Mart has long been the target of worker unions and rights groups, although with other companies using similar tactics - will this PR disaster be the end to blog-based reputation management?
Forum discussion at WebProWorld.