CHICAGO: Sears Roebuck has hired Dome Communications for a holiday
PR program that will focus on volunteerism. Fees for the program will be
in the mid six-figure range.
Sears puts together holiday PR pushes every year, but in the past has
used in-house staff and focused on various products and stores. The
retailer wanted to take a different tack this year even before September
11, but the events that day convinced it that this year's holiday effort
should focus on volunteerism and the people of Sears, said Ron Culp, SVP
of public relations and government affairs.
"There's a giving and a volunteerism tone behind it that captures the
mood of the country right now," said Culp. "This is far broader than the
focus we've had in the past years saying, 'Come shop at Sears.'"
The program will have a heavy focus on Chicago, but will also extend to
other cities, Culp said.