New Job Opportunity: Opposition Research VP

[C Ruiz <Cseniornyc@xxxxxxx>]

Wal-Mart Begins Quest for Generals in P.R. War  

By MICHAEL BARBARO (NYT)
Wanted: two people to help defend the  nation's largest retailer against 
critics. Requirements: plenty of experience  managing a crisis. Wal-Mart Stores 
has begun circulating two senior-level job  postings â both in public relations â
 and if the language used to describe the  positions is any indication, the 
giant discount retailer is on the P.R.  equivalent of war footing.

One job includes "opposition research,"  presumably into Wal-Mart's major 
critics: Wal-Mart Watch and Wake Up Wal-Mart.  The other requires the ability to 
"mobilize resources" during a "crisis  situation."

The two jobs reflect how much life has changed at Wal-Mart,  which has come 
under withering criticism over its wages, health benefits and  treatment of 
workers. The company barely had a public relations department in  the early 
1990's, but now has a staff of dozens, including a public relations  war room full 
of former political operatives who dispute the assertions of its  opponents. 

The job postings, which were circulated by Crowe-Innes &  Associates, an 
executive search firm, were given to The New York Times by  Wal-Mart Watch, a 
group backed by unions and foundations that is pressing  Wal-Mart to enhance its 
wages and benefits. 

According to the posting for  the first job, director of media relations, the 
successful applicant will  oversee Wal-Mart's "crisis communications 
program." 

Rather than simply  handling phone calls from the press, the employee must be 
able to help "triage"  those calls, managing messages "in rapid response 
mode." Mona Williams, a  Wal-Mart spokeswoman, said the company received hundreds 
of calls a day from  reporters.

And, of course, the employee must be on call "24/7" to assist  with 
"emergency response" within the public relations department. 

The  job requires 10 years' experience in corporate communications and 
"proven media  relationships."

The second job is senior director of campaign management,  an executive who 
will oversee all corporate communications support staff and the  war room. 

This person, like the media relations director, must have 10  years 
experience in communications, but also a track record "addressing high-  profile 
political activities," according to the posting. Candidates must  "operate 
successfully in a campaign mode."

One responsibility of the job  is to research opponents â a position usually 
found in presidential political  campaigns. 

Another is overseeing Wal-Mart's relations with bloggers,  many of whom 
frequently write about the company. 

The executive search  firm, Crowe-Innes & Associates, did not respond to 
phone and e-mail  messages.

Both of the posted jobs, which would be based at Wal-Mart's  headquarters in 
Bentonville, Ark., offer "competitive base salary, bonus  opportunity and 
stock options" plus an "excellent benefits package," which are  not specified.