O'Dwyer's has more revelations about the multifaceted fakery engaged in by Wal-Mart and its PR firm, Edelman. Edelman staffers have been posing as "grassroots" bloggers on two Wal-Mart websites, for the Working Families for Wal-Mart front group and paidcritics.com, which -- rather ironically -- slams the "paid critics [who are] smearing Wal-Mart." The paid bloggers are Edelman's Miranda Gill, Brian McNeill and Kate Marshall. A post by Marshall praises a Wall Street Journal editorial for exposing "Wake Up Wal-Mart and Wal-Mart Watch as front groups of the union leaders." If you can take more hypocrisy, read Advertising Age's article on how Edelman "is being aligned with a newly coined word for its present crisis" over walmartingacrossamerica.com: "flog," for "fake blog." AdAge points out that Edelman helped write the Word of Mouth Marketing Association's (WOMMA's) code of ethics, which states, "Never obscure your identity." Asked why WOMMA is not sanctioning Edelman, WOMMA CEO Andy Sernovitz said, "We aren't the police. Associations don't punish. And look, PRSA didn't even say a word, and they are the PR association." Maybe that's because PRSA is too busy defending undisclosed fake news.

Richard Edelman, the CEO of the Edelman PR firm, "issued an apology for his agency's role in creating a blog for client Wal-Mart that did not properly disclose its origins or funding," notes PR Week. The walmartingacrossamerica.com website "chronicled a couple's journey across the country in an RV while stopping at various Wal-Mart parking lots." The trip was funded by Working Families for Wal-Mart, a front group funded by the giant retailer. Edelman told PR Week, "We still have a job to do about explaining to our staff their [disclosure] obligation in old media and new media." Worse, one of the fake bloggers was Washington Post photographer James Thresher, who later agreed to repay Working Families for the $2,200 cost of his and his girlfriend's airfare, RV rental, gas and food during the 10-day trip. Post Executive Editor Leonard Downie Jr., who also asked that Thresher's pictures be removed from the pro-Wal-Mart website, called Working Families "a special-interest group," reports Howard Kurtz. Even worse, filmmaker Ron Galloway recently resigned from Working Families' steering committee, reports O'Dwyer's. Galloway said he disagreed with Wal-Mart's new wage caps; Wal-Mart says the split's because Galloway's new movie is about "the so-called myth of global warming." Even worse again, Wal-Mart is being criticized for a holiday-themed website that allows kids to email gift wish lists to their parents, reports Advertising Age.

The Public Relations Institute of Australia (PRIA) has dismissed an ethics complaint that a front group authorized by the Chief Executive of Corporate Communications Tasmania, Tony Harrison, breached the PR industry's self-regulatory code of ethics. In the March 2006 Tasmanian state election, Harrison authorised a major advertising campaign for Tasmanians for a Better Future but refused to disclose who was funding it. Australian Greens Senator, Christine Milne, argued that in her opinion Harrison breached the code of ethics provision which states that "members shall be prepared to identify the source of funding of any public communication they initiate or for which they act as a conduit". In a speech to the Australian Senate late last week Milne said that all she got from the PRIA "was a two-line reply" dismissing her complaint. Corporate Communications Tasmania is the largest PR company in Tasmania and an affiliate of Porter Novelli.

When it comes to stealthy PR campaigns, the biotech industry has spared no expense. For the past six years, the UK-based public interest group GM Watch has been tracking and documenting biotech's dirty tricks, learning that the PR web reaches further than just GM food. Encompassing a broad range of front groups, industry-funded researchers, and internet campaigns, GM Watch's new website LobbyWatch provides a who's-who of PR operators in Europe and the rest of the world. LobbyWatch's groundbreaking research details how the Living Marxism network is bringing a "Wise Use"-type environmentalism (read: industry friendly) to Europe, how the European Science and Environment Forum was founded with money from tobacco giant Philip Morris, and many other stories.

The APCO PR firm, which is currently representing WorldCom in its ongoing bankruptcy scandal, has hired Tim Croasdaile as a senior vice president. Croasdaile formerly chaired the National Investor Relations Institute's ethics committee. He should fit right in at APCO, which has worked previously to set up deceptive front groups for clients such as the tobacco industry and Russian robber baron Mikhail Khodorkovsky.

Two weeks ago, Guardian columnist George Monbiot described how the Bivings Group, a PR company contracted to Monsanto, invented fake citizens to post messages on internet listservers. "These phantoms had launched a campaign to force Nature magazine to retract a paper it had published, alleging that native corn in Mexico had been contaminated with GM pollen," Monbiot writes in today's column. "But this, it now seems, is just one of hundreds of critical interventions with which PR companies hired by big business have secretly guided the biotech debate over the past few years. ... Bivings is the secret author of several of the websites and bogus citizens' movements which have been coordinating campaigns against environmentalists. One is a fake scientific institute called the 'Centre for Food and Agricultural Research.' Bivings has also set up the 'Alliance for Environmental Technology,' a chlorine industry lobby group. Most importantly, Bivings appears to be connected with AgBioWorld, the genuine website run by CS Prakash, a plant geneticist at Tuskegee University, Alabama. ... He set up AgBioWorld with Greg Conko of the Competitive Enterprise Institute, the far-right libertarian lobby group funded by such companies as Philip Morris, Pfizer and Dow Chemical. ... Another US company, Berman & Co, runs a fake public interest site called ActivistCash.com ... The marketing firm Nichols Dezenhall set up a site called StopEcoViolence, another 'citizens' initiative,' demonizing activists. ... The hatred directed at activists over the past few years is, in other words, nothing of the kind. In truth, we have been confronted by the crafted response of an industry without emotional attachment."