"Wal-Mart [3] has begun a media relations and community outreach effort to improve its image [in New York City] as it seeks future sites for local stores," PR Week writes. "The retailing giant has begun advertising in community papers across the city and plans to expand those ads to the ethnic press, radio, and television." Working with the New York-based PR firm The Marino Organization [4], Wal-Mart has spoken with journalists from several NYC papers and "is seeking meetings with the presidents of New York's five boroughs and with other community leaders," PR Week reports. The company has hoped to open new stores in Staten Island and Queens, but so far as encountered community resistance.