Expert: New Wal-Mart communicator must be ‘battle tested under pressure’

With Wal-Mart’s lead spokesman David Tovar’s resignation, the global retailer is challenged now to find a new link to the outside media on important topics such as the looming Federal Corruption Practice Act violations, labor issues and the moves toward smaller-format stores.

Tovar announced Sept. 12 he was leaving Wal-Mart Stores “after eight amazing years.”

“I can’t yet tell you where I’ll be next or what I’ll be doing but I hope to share some news with you soon,” Tovar wrote.

However, Bloomberg News reported Tuesday (Sept. 16) that Tovar had to resign after it was discovered he did not earn a bachelor’s degree from the University of Delaware. Tovar’s resume with Wal-Mart indicated he had graduated from the university.

TOVAR’S EXIT
Tovar told The City Wire Tuesday (Sept. 16) he has nothing but good things to say about Wal-Mart and he respects the company’s decision. He said 18 years ago, after four years at the University of Delaware he walked in the graduation ceremony, only to find out later than he lacked a few credit hours toward earning his bachelor’s degree.

He told The City Wire that Wal-Mart discovered the discrepancy in a routine background check as he was up for a promotion. 

“Wal-Mart has been nothing but supportive to me over the eight years I have worked here, and especially so these past couple of weeks since this discovery,” Tovar said. “I have contacted the University of Delaware, and completing the lacking requirements are a priority No. 1 for me.”

Tovar said he’s grateful for the opportunities he’s had to learn from “brilliant leaders” at Wal-Mart and it’s the people he will most miss.

“I respect Wal-Mart’s position in this case,” he added.

HIRING A REPLACEMENT
Alan Ellstrand, corporate governance expert at the University of Arkansas, said the lead corporate communicator will likely be someone “battle tested under pressure” and someone who presents a “great impression, a skilled communicator who is cool and composed under pressure.”

“I think Mr. Tovar’s replacement is less likely to be someone from the inside with astute Wal-Mart knowledge as it is someone who has the ability to handle the media in the toughest of situations. Perhaps someone who has worked on political campaigns. Wal-Mart has had some success recruiting there,” Ellstrand said.

Dan Bartlett, former counselor to President George W. Bush, joined Wal-Mart in May 2013 as executive vice president of corporate affairs. He replaced Leslie Dach and is Tovar’s boss.

NEW OPPORTUNITY
With Tovar’s pending exit, experts agree Wal-Mart has the opportunity to change its face toward the grueling media. Many of the recent promotions under CEO Doug McMillon’s camp have come from the international circles, including Greg Foran, the new CEO of Walmart U.S.

Some have suggested the new hire will be a female from political or international circles. Or both.

Ellstrand said whoever it is, the person will need to be fully credible and able to share the worst of news at times in a stoic manner.

“Appearances matter and delivery is crucial because a company’s stock price can go up and down erratically when news is announced,” Ellstrand said. “Think about successful press secretaries to the President. It’s really not much different.”

Aside from being a skilled communicator, written and verbal, Ellstrand said corporate giants also need to look for salesman qualities – people who can capture and hold the attention of media and satisfy their questions without giving away too much information in the process.

“Wal-Mart has the power and purse to hire the best out there if that’s what the company wants to do,” Ellstrand said.