Volunteer work is focus of Sears PR

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.

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