From crisis management to talking about our latest product innovation, the Asda PR team prides itself on representing the business with passion and authority. Asda's internally managed PR activities are consistently ranked highly by independent evaluation agencies. Can you put a value on good PR? Yes you can. Over the last three years, it's been estimated that Asda's PR activities and the business they've generated equate to around £400m worth of advertising.

Around 100 calls a day can come into the Press Office from Journalists, Analysts, and Media, all wanting an answer quickly. You have to be on your toes and know the business inside-out to be able to handle that kind of volume. Increasingly the team also handles Twitter, Facebook and other social media channels.  Information about products and initiatives can generate thousands of responses alone.

How PR affects the bottom line

In 2011, Asda began a six month programme to transform UK Netto stores into Asda Supermarkets - the fastest transformation in UK retail history needed an excellent public relations plan to go with it. Each transformation was supported by work with local media and other opinion formers to ensure the store is part of the local community.

In 2010 our PR team worked with The Sun to highlight the challenges facing young people. This saw us promoting the 25,000 opportunities Asda had created for young people to take apprenticeships with Asda. Equally impactful, our PR campaign surrounding our main sponsor support of Graduate Fashion Week generated more than £3m of coverage, ranging from the Financial Times, Vogue.com, the Independent and OK Magazine. As guardians of Asda's reputation, our PR team help to make sure Asda, and the fantastic colleagues who work here, get the wider recognition they deserve.