Think back a few months to the debacle over Frankie’s premium soft drinks.

While Woolies tried to ignore the problem, a KwaZulu-Natal Midlands micro-producer   made a lot of noise with its claim that its image and its trademarked “Good Olde Fashioned” strapline had been copied.

The Advertising Standards Authority (ASA) eventually ruled against Woolies but the biggest damage came from the public anger vented against the chain for the way it handled the PR.

In the spat over whether or not Woolies employs whites and in what capacities, the group’s actual policies are probably not much different from those of any other big employer in South Africa.

The laws on employment equity and black economic empowerment are a potential minefield for unwary managers.

Bosses have to be mindful of legal and moral obligations to a variety of interest groups, acknowledging the need to help make up for imbalances of the past, without alienating others who are perpetually on the lookout for slights.

It is not unusual for job advertisements to mention race.

It often makes sense, which is a different matter from whether employment equity is morally just.

Trade union Solidarity has grabbed headlines with its campaign to boycott Woolies.

The union certainly knows how to leverage publicity, even when the grounds are flimsy.

However, we doubt that the call will be widely heeded.

For its part Woolies still needs to learn how to handle potentially negative publicity.

Sunday newspaper advertisements are costly, and they are no substitute for getting the message right the first time.