PRSA Colorado Newsline

You may have been following the ongoing controversy surrounding Target’s recent decision to donate $150,000 to Minnesota Forward, a political fund supporting the Republican candidate for Minnesota governor, Tom Emmer. Let’s begin by catching up on some of the relevant details.

• Emmer’s platform is not only decidedly conservative, it stands in direct opposition to some of Target’s stated corporate positions. Emmer is “a fiery conservative who opposes gay marriage, lauds Arizona’s strict approach to illegal immigration, once advocated chemical castration for sex offenders and wants to lower taxes. His profile contrasts with Target’s moderate image in Minnesota, where the company is known for donating to public school programs, food shelves and the annual Twin Cities Gay Pride Festival.” A bit of quick research revealed that Emmer has ties to anti-gay elements that appear to equate homosexuality with pedophilia.
• Predictably, the donation touched off a firestorm of protest that included online advocacy campaigns, Facebook ads, national boycott movements, a flash mob and even guerilla/street actions like a Tweet-In at the Target Fashion Spectacular.
• PR Daily’s newletter gave a HuffPo story on the rhubarb its top slot on August 4, going so far as to characterize the move as “a big ol’ PR mess.” When PR trade pubs step that far away from “objective” language, you know you have a grease fire on your hands.
• Target CEO Gregg Steinhafel eventually apologized. The Minnesota Progressive Project welcomed the apology and used the opportunity to call for a more comprehensive dialogue, but to date it isn’t clear that the matter is anywhere near closed. Private discussions between progressive bloggers and activists have noted that there was no word on whether Target will take back the contribution or make an equal donation to Emmer’s opponents. Target, they argue, is among a group of companies that pledged $1 million to MN Forward by Election Day.
• As the Los Angeles Times has reported, now Target is facing some backlash from large investors, including Walden Asset Management, Calvert Asset Management and Trillium Asset Management. The three firms “hold $57.5 million of Target stock,” and it had to smart to hear the comptroller of the New York state pension fund (another major investor) offering up this clearly worded rebuke: “It’s troubling to think that they can fund controversial candidates without properly assessing the risks and rewards involved.”
• The backlash even seems to have generated a guilt-by-association phenomenon for some connected to Target. Additionally, MSNBC’s decision not to air a MoveOn.org ad calling for a Target boycott has now made the network the focus of some unsought-after attention.
• Oh yeah, Best Buy stepped in it, too.

Target’s defense – that it was seeking to promote pro-business candidates – is unsatisfying, at best. Continue reading The Target/Minnesota Forward Debacle: Seven Principles for Corporate Giving