Bride & Groom MOM Subscribe

Find Local

PR Pro Collects Very Big Bucks From Wal-Mart

Insiders have been asking what it took for Wal-Mart to lure Leslie Dach away from Edelman, a powerful public-relations operation that he cochaired with former Ronald Reagan aide Michael Deaver.

Dach, 52, has been close-mouthed about his deal with the nation’s largest retailer. But documents filed with the Securities and Exchange Commission provide some of the answers.

Wal-Mart has given Dach 67,522 shares of stock, which are worth more than $3 million. Dach gets options to buy another 168,805 shares at a price of $44.43. For every dollar that Wal-Mart stock goes up, Dach will make an additional $168,805; in mid-September the stock was at $47.

Wal-Mart has been beset by a host of public-relations problems—an unflattering documentary, attacks by labor unions, politically incorrect comments by company spokesman Andrew Young, and lawsuits alleging that the Arkansas-based company discriminates against women and minorities.

Dach helped Edelman create political-style TV ads for Wal-Mart, claiming that the stores save the average household $2,300 a year. Wal-Mart was so impressed with Dach’s enterprise that they asked him to come on full-time.

Wal-Mart is trading at a near five-year-low stock price, and company executives believe Dach, a National Audubon Society board member and former Bill Clinton media adviser, has the keys to unlock the stock value of the nation’s best-known store.

Dach says his family won’t be moving to Bentonville, but he has stocked an apartment there with artisan bread, lox, and fresh fruit from a local Wal-Mart.

Most Popular on Washingtonian

9 Businesses You Remember If You Grew Up in Washington

Take a Look Inside Scream City, DC's Only Major Haunted Attraction

Metro's Ridership Is Still Falling, and Fare Hikes Might Be the Only Way to Keep Its Revenue Up

Preview: Washington National Opera's Halloween Costume Sale Is as Awesome as It Sounds

25 Things to Do in DC This October

Where to Find the Best Pizzas Around DC

14 Pairs of Stylish Rain Shoes That Are Better Than Rain Boots

What Could Happen to Washington If a Hurricane Hits

Having Trouble With Your Wedding #Hashtag? There's Now a Tool for That!