Dirty Jobs’ Mike Rowe responds to critics of his Walmart ad
During the Winter Olympics in Sochi, Walmart started airing an advertisement called “I am a Factory,” with a powerful, gravelly voice-over by everyone’s favorite dirty guy, Mike Rowe. But, not everyone was thrilled by the inspiring video in which Walmart promises to invest $250 billion (with a b) in creating new manufacturing jobs in the good old US of A. It is a lie, those critics say. Walmart exploits their workers, and if Rowe were really a friend to the working man, he would sit down with “real” Walmart employees to hear “their side” of the story. Rowe has a different perspective.
Leading the charge against Rowe’s participation in the Walmart advertising campaign is an organization called “Jobs for Justice,” whose web page describes their work this way:
At Jobs With Justice, we are leading the fight for workers’ rights and an economy that benefits everyone. By bringing together labor, community, student, and faith voices at the national and local levels, we are creating innovative solutions to the problems workers face today. We are the only nonprofit of our kind leading strategic campaigns and shaping the public discourse on every front to build power for working people. Jobs With Justice is committed to working nationally and locally, on the ground and online. We win real change for workers by combining innovative communications strategies and solid research and policy advocacy with grassroots action and mobilization.
Shortly after the ad first aired, the following brief note appeared on the JWJ webpage:
TV host Mike Rowe, a longtime champion for working people in our country, is the voice of Walmart’s new PR stunt that promises to bring back American manufacturing by putting more U.S.-made products on its shelves. Mike said he did the campaign because he wants to see Walmart succeed at helping rebuild our country. But we think that rebuilding needs to start with the company paying workers more than poverty wages.
What we didn’t see, though, was the grassroots campaign that apparently supported that innocuous little blurb. According to Rowe, he and his staff were overwhelmed by email and phone calls all conveying the same talking points: Walmart does not deserve Rowe’s support, Rowe needs to hear the “other side,” Rowe should sit down with “real” Walmart workers to hear their stories. And, on top of the volume of communications, which shut his whole office down, some of those calls and emails weren’t very nice. Over time, apparently, more and more of them weren’t nice. So, Rowe took to his Facebook page to respond.
Rowe’s letter to JWJ, which he posted to his Facebook page as an imaginary dialogue (since the letter on the website wasn’t signed and his attempts to find out who wrote it were all unsuccessful), is very long. The whole text is printed at the end of this post. But here are a few of its main points.
First, Mike imagines a critique from JWJ regarding his attempts to respond to JWJ’s emails and calls, and tries to explain why he attempted to communicate with them in the way that he did.
JWJ – Jobs With Justice is a nonprofit organization committed to activism and lifting workers’ voices, which is why we’re frustrated that you’ve written a letter directly to Ori – one of our organizational spokespeople – instead of addressing the people who emailed you or the workers who are asking to meet with you.
MR – Sorry. I may not be up to speed with the proper protocol. But it’s difficult to know how to respond when 9,000 individuals flood my inbox with a mountain of identical correspondence. Are they all expecting a reply? I have replied directly to several hundred comments from your supporters on my Facebook wall, including those who have suggested the planet would be a better place without me on it. Unfortunately, I can’t get to all of them. Regarding Ori Korin, she mentioned me by name in the national media, and made some specific comments about the way I was handling this situation. I don’t understand why you’re frustrated that I would reply to your official spokesperson. Regardless, I meant no offense.
Then, Rowe makes a critique of his own of JWJ’s communications strategy.
JWJ – We can all agree that Walmart is a divisive company, as demonstrated by the many emails you’ve received from our activists, on top of the thousands of comments on your Facebook page. When we heard your voice in one of Walmart’s new ads, our genuine hope was that we could build common ground around issues facing working people in this country, and in particular, at Walmart.
MR – Really? Then why didn’t you call me? Why not send a simple request through the US mail, or a brief note to the web-address you clearly possess? Instead, you encouraged the entire country to express their disappointment with Walmart directly on my personal Facebook page. Now, your campaign and this letter have been tweeted and retweeted to groups with members whose chosen form of communication involves all of George Carlin’s Seven-Words-You-Can’t-Say-On-TV. Are you now seriously suggesting that your “genuine hope” for building “common ground” was based on this kind of strategy?
But, perhaps Rowe’s deepest critique of JWJ is that they don’t recognize the difference between doing a voiceover for Walmart and being a Walmart spokesperson. Rowe is not and never was the spokesman for Walmart, and certainly not for Walmart’s corporate policies. He doesn’t need to hear the “other side,” because he hasn’t heard the first “side.” He isn’t on a “side,” and he’s not interested in being on one or getting between two of them. He puts it like this:
JWJ – While we do not directly represent or organize Walmart associates, Jobs With Justice strongly supports Walmart workers in their efforts to improve their working conditions and achieve sustainable jobs.
MR – Then perhaps we do share some common ground. In the same way that you don’t directly represent Walmart associates, I don’t directly represent Walmart policy-makers. Your language however, has perpetuated the idea that an unidentified narration in a commercial has somehow qualified me to speak on behalf of the largest retailer in the world. That’s gotta stop.
So, Mike Rowe has two big issues with the Jobs With Justice campaign focused on him: (1) It isn’t very nice, and it has inhibited his company’s ability to do its work, and (2) He isn’t a player in this dispute. JWJ assumes that he is a partisan in the dispute and asks him to become a mediator. He wants no part of either role, and he seems to resent the framing of the issue that ignores his neutrality. It is manipulative and unfriendly.
But, Rowe is not one to stay on negative talking points for long. So even in the midst of trying to sort through his issues with JWJ, he manages to stump for what really matters to him.
MR – I suppose we could talk at length about what Walmart “needs” to do. But personally, I’m pretty sure they’ll proceed irrespective of our opinions. All I can do is encourage the behavior I want to see more of. Therefore, I want to participate in messages that promote hard work, skilled labor, and American manufacturing. But that doesn’t mean I have to agree with every thing else they do.
And that gets to what appears to me to be the heart of the matter. Mike Rowe wants to promote “hard work, skilled labor, and American manufacturing.” If Walmart wants to get on board with that agenda, they’re welcome to join him, as is JWJ. In fact, nothing would make Rowe happier than if all of us, regardless of our other disagreements, decided to promote he creation of skilled manufacturing jobs in America and the training of Americans to do them well.
Scroll down for the original I am a Factory Walmart ad and for the full text of Mike Rowe’s Facebook response to Jobs With Justice.
Once More Unto the Breach!
Those of you following the slow motion pile-up out here on The Public Relations Super Highway have no doubt noticed the latest skid marks over in the passing lane – an Open Letter from Jobs With Justice, addressed to me. This latest missive is consistent with their on-going “Letter Writing Campaign,” urging me to meet with “real” Walmart workers, and “listen to their stories.”
Unfortunately, the sincerity of their invitation has been compromised by their tactics. To date, my Foundation has received over 9,000 form letters, each one informing my increasingly harried staff that Walmart workers “deserve more than their dirty jobs.” Concurrently, my Facebook page has been peppered with hundreds of identical queries, such as “Why won’t you meet with Walmart workers?” and, “Don’t you think it’s fair to hear both sides?” Or my favorite, “Mike, what happened to you? Why don’t you care about the little guy anymore?” These rhetorical gems are the Jobs With Justice equivalent of, “Do you still beat your wife?” and leave my Foundation’s newest employee wondering how she wound up working for such a cold-hearted creep.
Anyway, Jobs With Justice is getting a ton of press, and that’s fine by me. I’ve got nothing against their right to exist, and I’m sympathetic to the workers they represent. But I’m tired of the constant insinuation that I represent Walmart in some sort of official capacity. I narrated a commercial. I support their pledge to buy more US goods, and I’ve challenged other companies to follow suit. But I’ve never attempted to defend or condemn any of the issues that JWJ wants me to address. My foundation has no expertise in labor disputes, and neither do I. And yet, I am now beseeched to “hear both sides,” as though I’ve taken a position against honest people who work hard for a living. That’s an absurd mischaracterization, and it’s being perpetuated by letters like the one below. So, in spite of all the conventional PR wisdom to the contrary, I’m going to respond to these guys, one last time. I can’t do so personally, because this particular Open Letter is not signed by a human being. However, I’ll assume it was written by one. And because it’s respectful, I’ll give it an honest reply.
JWJ – Dear Mike,
Thanks for taking the time to respond to us directly on your Facebook page.
MR – You’re welcome. I’ve tried to be as forthcoming as possible, and hope to continue that tradition right now.
JWJ – Jobs With Justice is a nonprofit organization committed to activism and lifting workers’ voices, which is why we’re frustrated that you’ve written a letter directly to Ori – one of our organizational spokespeople – instead of addressing the people who emailed you or the workers who are asking to meet with you.
MR – Sorry. I may not be up to speed with the proper protocol. But it’s difficult to know how to respond when 9,000 individuals flood my inbox with a mountain of identical correspondence. Are they all expecting a reply? I have replied directly to several hundred comments from your supporters on my Facebook wall, including those who have suggested the planet would be a better place without me on it. Unfortunately, I can’t get to all of them. Regarding Ori Korin, she mentioned me by name in the national media, and made some specific comments about the way I was handling this situation. I don’t understand why you’re frustrated that I would reply to your official spokesperson. Regardless, I meant no offense.
JWJ – We can all agree that Walmart is a divisive company, as demonstrated by the many emails you’ve received from our activists, on top of the thousands of comments on your Facebook page. When we heard your voice in one of Walmart’s new ads, our genuine hope was that we could build common ground around issues facing working people in this country, and in particular, at Walmart.
MR – Really? Then why didn’t you call me? Why not send a simple request through the US mail, or a brief note to the web-address you clearly possess? Instead, you encouraged the entire country to express their disappointment with Walmart directly on my personal Facebook page. Now, your campaign and this letter have been tweeted and retweeted to groups with members whose chosen form of communication involves all of George Carlin’s Seven-Words-You-Can’t-Say-On-TV. Are you now seriously suggesting that your “genuine hope” for building “common ground” was based on this kind of strategy?
JWJ – While we do not directly represent or organize Walmart associates, Jobs With Justice strongly supports Walmart workers in their efforts to improve their working conditions and achieve sustainable jobs.
MR – Then perhaps we do share some common ground. In the same way that you don’t directly represent Walmart associates, I don’t directly represent Walmart policy-makers. Your language however, has perpetuated the idea that an unidentified narration in a commercial has somehow qualified me to speak on behalf of the largest retailer in the world. That’s gotta stop.
JWJ – That’s why we urged our supporters – many of them your fans — to email you and ask you to meet with real Walmart workers who have been calling on the company to be a better employer.
MR – I’m a little puzzled by your repeated use of the word “real” to describe the workers you wish me to meet with. I’ve met lots of workers over the years. Some are happy, some are not. But they’re all real. Regardless, I am sympathetic to any worker who feels mistreated and want’s a better life. My foundation is focused on getting dissatisfied workers retrained and rehired somewhere else. Your focus is on getting them a better shake from their current employer. That’s cool. I’m not standing in your way. In fact, I am wishing you success.
JWJ – Walmart is a big deal because of its influence on our entire economy – a point you’ve made yourself when talking about their new PR campaign. But it’s hard for us to trust Walmart’s promise to invest in U.S. manufacturing when they’ve made a pledge to change before and the results have been questionable at best.
MR – Ok. Then don’t trust them. Be skeptical. As I’ve said from the start, if Walmart walks back from this commitment, they’ll be called out. And I’ll be doing the calling. (See – you can say such things, when you’re not a spokesman.) But even if Walmart falls short, don’t discount the power of a positive message in the mainstream media. We need more good messages around American manufacturing and hard work. I mean really, would you rather see another commercial trumpeting the weekly deal on the latest cell phone package or big screen TV? Big companies spend billions on advertising. Why not encourage more messages around a topic that can actually help your mission and the people you represent?
JWJ – Instead of following through on that pledge, the Alliance for American Manufacturing reports that Walmart actually upped its overseas purchasing and increased pressure on its suppliers to reduce costs, even if that meant outsourcing at our economy’s expense.
MR – Let’s assume that you and AAM are correct. In fact, let’s stipulate that every single negative thing you have to say about Walmart is completely valid and totally true. The question remains: Do you or don’t you want Walmart to invest in the US economy? Do you or don’t you believe the country would be better off if other big companies followed suit? I’m on the record with an affirmative “Hell yes!” I don’t think my support of a positive message is an indication that I’ve gone over to the dark side. Of all people, your supporters should be behind this campaign. Because the very notion that “Work is a Beautiful Thing” fosters a fundamental appreciation for labor. That’s really important. Without a broad-based appreciation for hard work, organizations like yours face an uphill climb.
JWJ – Of course, we agree that Walmart should invest in products made in the United States, but manufacturing is just a small piece of the puzzle, given that the company employs 1.4 million people in this country and sets standards for the entire retail economy.
MR – Your agenda is showing. You’re trying to shift the conversation away from the message of the ad. And for what it’s worth, you’re succeeding. But you’re also dramatically minimizing the importance of manufacturing. Retail jobs only exist because somewhere, people are making things that other people want to buy. I believe those things ought to be made here in the US. And I also believe that a manufacturing renaissance will require Walmart’s support, whether you like it or not. As you say, they’re too big to ignore. And if you’re correct that Walmart “sets standards for the entire retail economy,” isn’t it possible that other retailers might follow suit? Wouldn’t that be something to encourage?
JWJ – That’s why Walmart also needs to rebuild America by investing in the workers it already employs.
MR – I suppose we could talk at length about what Walmart “needs” to do. But personally, I’m pretty sure they’ll proceed irrespective of our opinions. All I can do is encourage the behavior I want to see more of. Therefore, I want to participate in messages that promote hard work, skilled labor, and American manufacturing. But that doesn’t mean I have to agree with every thing else they do.
JWJ – Change at Walmart doesn’t start with an ad campaign, it starts with the actual workers who are a core part of Walmart’s success and yet are subject to low wages, erratic scheduling, dwindling benefits and retaliation when they try to raise these issues with their bosses. Without recourse or a voice at work, these associates are trying to call attention to the harsh realities of working at Walmart however they can.
MR – Does that include pitting me against the American Worker? Look – I’ve offered to help in the best way I can. I’ve established a work-ethic scholarship program for people who want to better their lives in a meaningful way. And I’m trying to encourage a greater investment in American manufacturing. Isn’t that fundamentally good for the people you represent? I’m not your enemy. But thanks to your tactics, thousands of people are now convinced that I am. Do you honestly believe that’s helpful?
JWJ – That’s why they want to sit down with you; so they can explain why this ad and your defense of the company don’t match up to their experiences working there.
MR – “Defense of the company?” See what I mean? Exactly what “defense” are you talking about? From the very beginning I have maintained that every single criticism leveled at Walmart is worthy of a serious conversation. I’ve stipulated to every point you’ve made, and accepted every criticism you’ve voiced. You simply don’t want to acknowledge that. Because your strategy only works if I’m portrayed as a “Defender of Walmart.” Only then – and for the sake of some kind of imaginary “balance” – can you make the argument that I should “listen to other side.” Look closer, and you’ll see that haven’t chosen sides at all. The only one I’m defending is me.
JWJ – We’re not asking you to take sides between Walmart and its employees, we’re simply asking that you hear another side of this story – the one that the ad you narrated isn’t telling.
MR – Again – we don’t disagree on the outcome. We both want workers to be happy and satisfied in their jobs. We just disagree on the approach. I’m focused on positive messages that encourage US manufacturing and scholarships for people who want to get trained for skills currently in demand. And while I’m always happy to meet new people, I’m pretty sure this little back and forth will do more good for your members than a private meeting.
JWJ – In truth, we actually reached out to you because of your foundation and the great work it does in helping train and educate working people.
MR – Thank you. That’s kind of you to say, and I’m serious about helping any of your supporters or members get trained for a better job. In fact, we’re announcing another million dollars of scholarships on Monday, and a new partnership with one of the best trade schools in the country. I’ll post the press release right here tomorrow.
JWJ – We are big supporters of apprenticeships and the skilled trades, but your claims that retail jobs are increasingly obsolete – and therefore not worth the time and investment to improve – is way off base.
MR – I meant no offense. I was just trying to make the point that people who feel genuinely unappreciated and mistreated by their employer should be encouraged to look for something better. There are too many other great opportunities worth exploring to stay in a job where you feel disrespected.
JWJ – In fact, retail workers – the ones who work at Walmart and other stores (and the ones who likely sold you that amazing bathrobe) – belong to one of the fastest growing industries in our country and also one of the lowest paid. Those jobs are the product of a much larger problem: the way big, profitable corporations protect their bottom line at the expense of their workforce. So while we applaud the efforts of your foundation, it’s quite unlikely those efforts will address these systemic issues and actually help people who work at Walmart.
MR – mikeroweWORKS is a modest foundation with modest resources. We’re not equipped to tackle the “systemic issues” you describe, or bring powerful corporations to their knees. I don’t have thousands of people standing by to write letters, or the support of various outside groups. mikeroweWORKS focuses on helping individual workers find better opportunity elsewhere. As for my amazing bathrobe, I weaved that myself on a loom I keep in the attic.
JWJ – Jobs With Justice is working to create an economy that doesn’t have to rely on the generosity of people like you and the work of your foundation – private companies like Walmart can and should pay their workers enough to make ends meet.
MR – I wish you every success in your endeavor. Personally, I’m hopeful that a bigger investment in US manufacturing will lead to opportunities that allow the ends to do more than simply “meet.”
JWJ – Our guess is that if you actually sat down with Walmart associates, they’d tell you that what would help them is being paid more and being paid fairly, so they could not only support themselves and their families without relying on public assistance, but could also invest in their own education and future and create their own opportunities.
MR – My guess is that you’re absolutely, positively, 100% correct. Which once again begs the question – why summon me to a meeting in the first place? If we all know what the workers are going to say, and if you really don’t want me to choose a side, then what’s the real purpose behind 9,000 identical letters all sent to same address? I’m contacted everyday by a lot of worthwhile groups who would like to meet about one thing or another. But none of them have resorted to badgering my staff and filling my Facebook page with loaded questions and unfounded accusations. I want the workers you represent to understand that I’m sympathetic to their plight, and willing to help them. And I want your supporters to understand that your tactics have done nothing but assure the opposite of your stated objective.
JWJ – Even without our emails, you’ve drawn some incredible attention to yourself as it relates to this issue.
MR – Yeah – incredible sums it up nicely. Sellout, shill, hypocrite…it’s a PR Bonanza! Truth is, in spite of all the negativity and personal attacks, the controversy that followed the commercial has given me an opportunity to highlight the things that are important to me and my foundation. So far, totally worth it. Funny part is, the people who most despise Walmart have done the most to elevate this relatively modest hoo-ha into a full-blown story that’s touched every form of media hundreds of times over. It’s pretty extraordinary. Walmart haters have given the company millions of dollars of free publicity.
JWJ – All we’re asking is that Walmart workers have a chance to have their voices heard as well.
Respectfully,
Jobs With Justice
MR – Respectfully, I don’t believe you. You don’t really want a private meeting with Walmart employees. You want a press opportunity, and I don’t blame you. Your job is to further your own agenda, and Jobs With Justice needs publicity as much as mikeroweWORKS. But be of good cheer – the dialogue we’re having now will do more to highlight your issues than all the “listening sessions” in the world.
With equal Respect,
Mike Rowe
PS. What with all this respect in the air, I’d kindly request that you encourage your supporters to ease up on the hate and negativity, at least on Facebook. Lot’s of kids visit here, along with a certain mother who is now convinced a certain son is about to join the ranks of “the disappeared.”
