Walmart

Garnering Local Coverage

Challenge

Walmart wanted to elevate awareness of its positive impact across Colorado—charitable giving, workforce programs, health and wellness screenings, holiday initiatives and small-business partnerships—so families, officials and media statewide could clearly see the company’s local leadership.

Solution

For more than 12 years, Fitzgerald Petersen Communications has served as Walmart’s agency of record in Colorado. We lead proactive media relations, coordinate large-scale community events, and build authentic connections with local leaders to ensure Walmart’s philanthropy and initiatives are amplified through trusted earned channels. Our strategy emphasizes consistent local storytelling across statewide outlets—from business publications to regional TV and radio—to maximize credibility, reach and outcome-focused impact.

Results

Coverage spans top outlets statewide, including Denver Business Journal, Denver Gazette, The Colorado Sun, CBS Colorado (CBS4), KOAA News5 and KDVR/FOX31—among many others. Events consistently generate hundreds of earned media placements and millions of impressions. Through share of voice tracking, sentiment analysis and sustained frequency of coverage, FPC has amplified Walmart’s reputation as a trusted Colorado partner. This outcome-focused, measurement-driven approach demonstrates the power of local earned media as Walmart’s most effective channel for reinforcing credibility and community leadership.

“Fitzgerald Petersen knows what it means to put their clients first, without alienating everyone in the media in the process. I always know the days I get to work with them will be good ones!”
Gina Belich, TV Personality

“Fitzgerald Petersen is at the forefront of the ‘changing of the guard’ in the public relations/communications industry in the Denver Market. If you want an agency that is tied into the community in a big way and has personal relationships at literally every media outlet in the state, you’ve come to the right place!”
Amy Venturi, Step Up for Cancer Director

“We hired a PR firm because we are not experts in PR. Fitzgerald Petersen Communications are the experts.”
DJ Mitchell, McDonald’s Owner/Operator

“Working with Fitzgerald Petersen Communications is both productive and enjoyable! Their creativity and passion coupled with their media relationships make them a ‘dream team.’ Most importantly, in a hectic environment, they are able to quickly adapt to change with a positive attitude – and deliver!”
Erin Burgy, Senior Director, Integrated Public Relations at Operation Homefront

“They communicate, follow up AND follow through. What more can you ask for?”
Susie Wargin, Local TV Sports Freelancer & I Heart Media Radio Host

“These guys are pros. They get it. They understand our crazy 21st century workflow and they don’t flood us with endless questions about content and logistics. What’s more, they have a good feel for what makes for fun, interactive, live TV.”
Jack Maher, Former 9News/KUSA/NBC Executive Producer

“You very rarely find a firm as talented as Fitzgerald Petersen. I have worked with them for several years on special projects and day to day handling of our business. They are not only great strategic thinkers, very hard workers, and exceptionally efficient, but, perhaps most refreshingly, they are also the kind of people that you enjoy working with. They are, in a word, outstanding.”
Brandon O’Rourke, Former McDonald’s Owner/Operator

“CBS4 News has worked closely with Fitzgerald Petersen … The team at Fitzgerald Petersen has an outstanding grasp of how to work with a newsroom to develop compelling stories for television and in turn, drive promotion for an event.”
Tim Wieland, General Manager, CBS Colorado & CBS Los Angeles