THE CLIENT: Walmart continues to expand internationally and innovate beyond simply retail as one of the world’s largest employers with 2.2 million workers. 

THE UNDERTAKING: On-the-ground public affairs support and reporting to corporate in 2019 as stores nationwide faced crisis following a Texas mass shooting resulting in store protests — including one just a mile from the site of another mass shooting in Parkland, Florida. 

THE PROPULSION SOLUTION: Following tragedies at two of the Walmart’s stores, many called on the retailer to stop selling firearms and ammunition. 

As protesters continued to stake out in front of and near stores, approach customers, as well as enter stores seeking managers to sign petitions in order to end gun sales, the atmosphere was emotional, tense and could have resulted in a larger crisis if not managed properly. It was imperative to approach protestors with a tone that encouraged constructive dialogue and not dismiss the issue at hand.

Additionally, there was a monumental need to get store employees on the same page about how to address them and the public, in addition to counseling store managers on how to speak to the protestors that entered — as they were also being recorded — and prospective media that arrived on scene.

THE PROPULSION OUTCOME: 

• Proactive introductions to protestors on who we were, how we could help and discover what their goal was. This created a positive dialogue between them and Walmart — altering the tone of their approach.

• Discuss with corporate and leadership our public narrative around the situation and how to best address this with both the public and protestors — resulting in messaging that was inclusive in nature and encouraged conversation, not arguments, from both sides.

• Both Walmart employees, protestors, and the public listened to one another without shouting — protestors were able to speak with managers about their petition, explain its importance and schedule additional meetings with the company itself to address their concerns.

• Effectively communicated with law enforcement on scene to mitigate and prevent any issues and confrontations.

• Rather than the publishing and broadcast of potentially damaging news stories, the focus turned toward Walmart actively listening to concerns and resulting in positive soundbites from protestors who were happy about the forward-looking direction the conversation was moving with the retail giant.