The Strategy

The Zion & Zion team set out to create a compelling story in a highly saturated news landscape with limited business reporters. The outreach campaign was set in motion and completed within only five days. Since it was an immediate need, we had to execute it quickly and efficiently. Our process was as follows:

Messaging and Media List

We began by creating unique messaging around the benefits of working at Walmart and the need to hire a large number of people immediately. Next, we created a targeted media list that included business publications and reporters, community papers in the area of the specific stores that were hiring and TV reporters and producers that would potentially be interested in the fact that Walmart was hiring a large number of people locally.

Customized Pitches and Media Outreach

We crafted customized pitches for each outlet, writer, reporter and producer to entice them to publicize the fact that Walmart was hiring across the Phoenix area. We leveraged our media relationships to conduct outreach and targeted a variety of reporters and publications including feature, business, consumer and community.

Lastly, we worked with reporters to provide additional information and images as well as to set up interviews with Walmart executives to complete the stories. It was important for the stories to communicate what positions they were hiring, which stores and the fact that Walmart needed people immediately.