The $11 billion merger between Kmart and Sears presents enormous PR challenges, ranging from combining two corporate cultures steeped in tradition to melding the (new) company's approach to media relations. This is not an easy thing to do when you are creating the third-largest retailer worldwide in an apparent bid to eat some of Wal-Mart's lunch. While neither Kmart nor Sears officials would comment on the PR strategy that will eventually take shape, observers say one thing is certain: an internal shakeup between the two communications teams. In similar circumstances, "some of the companies we have worked for, they blew out one group of PR people immediately. The entire PR department of one company was gone," says David Margulies, president of the Margulies Communications Group in Dallas.
Mega Mergers Mean Leaner Packaging For PR, Too
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