News

NRF puts focus back on benefits of retail jobs

August 27, 2013

As wage discontent still looms over the retail and foodservice industries, brands from both sectors have begun fighting back with PR campaigns aimed at steering public perception back in their favor.

An article on abcnews.com referred to the National Retail Federation's launch of ThisIsRetail.org, the organization's attempt to promote jobs in department stores and other businesses as stable career options. The site first launched in the spring, but following massive employee strikes and walk-outs over low wages and scheduling, the site has taken a new tone — one that focuses on the benefits a retail job can bring to individuals and communities.

"My focus has been on telling that story," said Bill Thorne, senior vice president of communications and public affairs for the federation. "If we don't tell that story, someone else will."

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