Bullseye On Target
MoveOn.org takes on Target's political donations
MoveOn.org has put a bulls-eye on the Target Corporation.
The liberal advocacy group will air a new ad this week criticizing the store chain for its recent $150,000 donation a group that supports Minnesota Republican gubernatorial candidate Tom Emmer.
The ad also calls on shoppers to boycott Target.
It will air locally on Minnesota television stations as well as nationally on MSNBC.
Target apologized for the donation after gay-rights groups pointed out Emmer's opposition to gay rights.
The company declined to make a matching donation to a gay-rights group and issued a statement saying:
"We believe that it is impossible to avoid turning any further actions into a political issue."
Public relations expert Jon Austin says the company has put itself in a no-win situation.
"When you're in a consumer-facing business like Target and you've got literally millions of consumers who cover the entire political spectrum, you have to think about that," he says.
Target's woes will likely serve as a lesson to other companies as well.
"These are not decision that should be made strictly by the board of directors or corporate executives in the board room. They really have to talk to some of the marketing people, some of the communications people, the PR people," says political communications expert Bill Hillsman.