We can hope for the sake of both Kohl's and Weber Shandwick that the assignment is total--corporate, marketing, internal, social media, i tutti.
I had the feeling--a guess, not knowledge--that when Walmart had the good sense to bring in Edelman, it was only for corporate protection and not for the explosive growth in sales and earnings that great PR
firms can win for retailers.
Don't ask a newspaper "when saw we thee an hungred?" They are hungreds now. NY Times bought Boston Globe in 1993 for $1.1 billion and recently sold it for $70 million (with the Times still on the hook for healthcare and retirement benefits).
Circulations are down, staff sizes are down and declining further, and PR opportunities are up.
Can you see any reason why Walmart or some other top retailer should not hire a superb team of women's page and family page editors--the very best in the world--and syndicate their work to dailies which would get better work for less cost?
How about health--would it not make sense for an association of drug companies to syndicate a daily health page or a weekly health section newspapers can run the way they now run Sunday supplements?
There's huge opportunity for PR clients and for the media, and PR firms are superbly staffed to turn the opportunity into not just money but also into superior information for the public.