Wal-Mart Stores, Inc.


Navigators was retained by Wal-Mart to provide corporate reputation counsel regarding defense from unions and media.


Navigators conducted an extensive audit of Wal-Mart’s existing public and government relations programs. Navigators developed a framework designed to bolster Wal-Mart’s image and created a reputation strategy with an aggressive new message platform. This platform outlined innovative new uses of:



In-store communications

Grassroots organizing

Third-party allies

Reputation advertising

CEO-driven media relation


After completing the audit, Navigators generated a comprehensive reputation management plan specifically designed to position Wal-Mart to reach its growth goals.