"The Pharmacy America Trusts"

The relationship between companies and consumers is more important now than ever. Businesses are working to build a positive relationship with their customers and making new customers into long term consumers. Public relations practitioners at Walgreens have come up with ways to keep their consumers happy and to make them feel connected to their local Walgreens. On Walgreens' Web site consumers can complete a survey about their opinions of the site. Their Outreach program provides people with disabilities with jobs. Customers can send emails with their feedback, complaints or praise. Consumers can sign up to receive their monthly newsletter and promotions via email. There is a section on the site called Our Community, the slogan for it is "Stronger Connections, Stronger Communities" which is exactly what the PR department wants people to associate with Walgreens.

Local manufacturers can use Walgreens as an outlet since the store manager has the authority to stock the store with special interest items to local residents. Walgreens stores sponsor several local healthcare events. They offer educational materials and counseling in multiple languages. The Rx labels are available in 14 languages. They also have one-on-one tutoring programs serving disadvantaged youth.

In store donations are offered for customers, which keeps people feeling Walgreens is giving back to the community. Many Walgreens employees are involved in charities, which helps the community see them in a good light. The PR department has done a good job choosing partners to associate with their company: JDRF, American Heart Association, AARP, American Cancer Society, Orchard Village, National Urban League, Abraham Lincoln Centre and American Red Cross.

There is a diversity calendar on the site where people can check what holidays are when. The most creative idea the PR department came up with was the Walgreen Wellness Tour, which is composed of four 38-foot vehicles customized for education and health-screening in a year nationwide health screening tour. One of the buses is affiliated with the National Urban League, which will visit 27 urban communities across the country. The tour aims to bring free screening services and better health awareness to communities throughout the U. S. and Puerto Rico. Walgreens goal is to provide approximately $1,000,000 per month in health care screening to the public. This wellness tour is a creative PR tactic for reaching the public in a new and personal way. Every area the tour buses visit will associate Walgreens with a pharmacy who cares about the community and their health. I would like to know when the tour starts, but its not said on the site. The locations they are planning on visiting are listed on the site.

The sponsors tied to the wellness tour are well known, respected companies and the public relations department of Walgreens has strategically chose sponsors who are either family or health oriented; Hallmark, Huggies, Hershey's, Kotex, Bayer Health Care, Actonel and Oscal are sponsoring the tour. This tour is a perfect consumer and company relationship builder as well as a smart marketing communication tool.