Who will be left standing in the PR department after Sears and Kmart complete their anticipated merger? Diverse factors could sway the outcome.
Most observers say Kmart Chairman Edward S. Lampert likely will lead the company, in which case his PR shop is most apt to drive the train. On the other hand, PR skill set is
stronger on the Sears side, say sources, which could give PR pros there a leg up.
In a deal of this magnitude, does there have to be winners and losers? Not necessarily. While a merger typically aims toward achieving new efficiencies either through
voluntary or involuntary means, in this case "both PR departments are already pretty lean," says Ron Culp, who until two years ago headed up the PR function at Sears. It may be
that everyone stays on board, "since in this case you are creating a much bigger enterprise."
And with the jolly fat man bearing down upon us, the soon-to-merge retailers will need all hands on deck. "The day-to-day PR has got to be very focused on getting all of the
holiday messages out, with a laser focus on the fact that they have to make the numbers for the holiday," Culp says. "So they will have a couple of people dedicated to merger
issues, so that the rest can focus on what they still need to do day-to-day."