Wal-Mart’s Corporate Communication
BC 532: Directing Corporate Communication
Charlene Ellington
Jones International University
August 25, 2014

Abstract
Wal-Mart’s corporate affairs department gives their world wide associates the knowledge they need to be active partners in building success of the business. In keeping the associates informed of what issues affect the company and new developments that may interest them. Wal-Mart takes proud in answering media questions, fielding calls and emails from all over the world to help develop a more informed understanding of their company and the size and scope of their mission.
The teams also have expertise in a diverse range of advertising and marketing specialties, from social media to creative services and everything in between. They bring unique customer insights to life through a wide range of seasons, categories and brands which I will discuss in more detail. I will also show the effectiveness of these ways and make any accommodations needed for continues growth of the corporation.

Introduction
Can anyone tell why it is so important for Wal-Mart corporate communicate be successful in communicating their goals and mission? Before you answer the question, let me share a few factors of corporate communication and the industry of Wal-Mart. Fist, Corporate communication plays a major role in creating and maintaining the business image of any corporate entity. Secondly, it is an effective strategy to communicate your brand value and reputation to the customers, stakeholders and the target audience. Lastly, there are many processes of corporate communication with which you can create the desired business impact. There is no right or wrong answer to the question. In fact, there are many reasons that mark the importance of corporate communication in today’s business world.
Let’s look at the industry of Wal-Mart. We all know that Wal-Mart assist families across the globe with their low price products. These low price products are the driving force for thousands of shoppers, from varies categories to choose from. Wal-Mart is by far a renowned retail and grocery store by profit margin compared to their competitors. Their brand name and low price products, has kept them at a 50% margin than its top closest competitors combined. In order for Wal-Mart to stay competitive, they use various channels of communication to attract their target audience through television, direct mail, radio, and internet.
These methods of corporate communicate through the mass media channel has helped with developing new products and services for the corporation worldwide. In the coming years, Wal-Mart’s communication team will use paid media, such as sponsored content, as a priority. This tactic will be part of a more robust content marketing strategy to create more engaging and compelling content for the organization. The focus will be on better storytelling through the inclusion of more conversational tools, social sharing and possibly a blog. Through these communication channels Wal-Mart will be able to build from these methods to better educate new customers through careful integration of the television, internet, and radio marketing.
Wal-Mart’s Communication Analysis
After extensive research, I have gained many facts in Wal-Mart’s corporate communication strategy that keeps them ahead of their competitors. The culture of Wal-Mart of helping people save money and live better is incorporated in every aspect of the organization. Wal-Mart was created with three core leadership values which are the foundation of “The Wal-Mart Way”. The three values are: Respect for the Individual, Strive for Excellence, and Serve Your Customers. These values are communicated throughout the organization from stakeholders to associates.
The corporate culture of Wal-Mart affect the way communicate about products is constructed. It is a structure that keeps communication between individual stores and headquarters close and personal. This approach is for Wal-Mart's advantage because each division is open to focus on its efforts on specific goals such as products, services, or customers. In Wal-Mart’s culture, one of the company’s central missions is to be an agent for its customers.
Wal-Mart’s mission statement is "Saving people money so they can live better,” is what I have found to be consistent in influence with getting the message to their shoppers. They are cheaper than all the competition. Consumers value the relaxed atmosphere, the customer service and the feeling of space and freedom far more than cheaper prices. They appreciate the range of grocery products and the small things that make shopping easier. Their message to the consumer is reflected from their vision of the community and the values of each customer. Their corporate culture is what their company values and is reflected on how they conduct their business. Wal-Mart has a saying, “It’s our people who make the difference” and they mean it! Wal-Mart has been a leader in the retail sector on many fronts: its investments in information technology, its transformation of supply-chain relationships by establishing private-label brands and purchasing more products directly from overseas producers, and its embrace of a low-service “one-stop shopping” format have all been emulated by other retailers. As the retail sector continues to evolve, Wal-Mart provides a useful prism through which to evaluate these changes, and its current innovations may well be harbingers of the future.

Reference
Is the Walmart Mission Statement a Good One! (n.d.). Retrieved from http://www.rapid- business-intelligence-success.com/walmart-mission-statement.html. Wal-Mart Marketing Startegy. (2011, October 23). Retrieved from http://www.strategicminds.eu/blog/the-wal-mart-marketing-strategy. WalMart Culture. (2014, July 26). Retrieved from http://corporate.walmart.com/our-
story/working-at-walmart/culture.