In a move reminiscent of the pseudo-community groups that Wal-Mart created in Rosemead, Wal-Mart's PR company, Edelman, apologized for creating two fake pro-Wal-Mart blogs.  Blogs (like this one) are supposed to be genuine journalism or opinion writing by people who are (somewhat) independent of external influences.  It lets everyone be an op-ed columnist.

Edelman sponsored a pair of blogs that were pro-Wal-Mart, but were pretending to be genuine people who supported Wal-Mart for sincere, personal reasons.  They were lying.  Here's the Media Post take on it:

A pro-Wal-Mart blog called "Wal-Marting Across America," ostensibly launched by a pair of average Americans chronicling their cross-country travels in an RV and lodging in Wal-Mart parking lots, has been reduced to a farewell entry. One of its two contributors was revealed to be Jim Thresher, a staff photographer for The Washington Post.

http://www.nytimes.com/2006/03/07/technology/07blog.html?_r=1&hp&oref=slogin

Wal-Mart Enlists Bloggers in P.R. Campaign

Brian Pickrell, a blogger, recently posted a note on his Web site attacking state legislation that would force Wal-Mart Stores to spend more on employee health insurance. "All across the country, newspaper editorial boards — no great friends of business — are ripping the bills," he wrote.

PurpleOcean.org: Wal-Mart Fact Checker
In early 2005, Wal-Mart launched a million-dollar advertising campaign in an attempt to silence its critics. The company bought hundreds of television ads, newspaper ads, and more to tell you what to think.

Rather than fight back with more slick advertising and giant ad budgets, we think there’s a better way to get the real facts out about Wal-Mart— a grassroots way that depends on you for success. Invite your friends to view the facts about Wal-Mart, then see who accepted your invitations on an animated map that tracks your fact sheet as it spreads across the country.