chick-fil-a pr crisis husky relations

7/30/2019 Chick-Fil-A PR Crisis Husky Relations

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Devon Allegro

Taylor Ansbro

Peter Coffin

Veronica Perez

Group Case Study

December 4, 2012

Husky RelationsCrisis in Food Production: Chick-fil-A


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Chick-fil-A

Fast food restaurant founded in 1946

Headquarters: College Park, Georgia

Operates 1,679 restaurants throughout the UnitedStates

Have firm Christian Beliefs

They are closed on Sundays Not a publically traded corporation

In 2011, they saw $4 billion in revenue

Food Production PR Crisis


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Recap Video http://www.cnn.com/2012/08/02/living/chick-fil-a-

reaction/index.html
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Food Production PR Crisis Chick-fil-A is a Food Production Public Relations

crisis

Chick-fil-A crisis was an Internal Intentional Crisis

External Faux-Pas Terrorism

Internal Accident Transgression

Unintentional Intentional


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Food Production PR Crisis How did the Chick-fil-A crisis happen?

Dan Cathy: COO & President Made a statement to Christian news

organization The Biblical Recorder.Were inviting Gods judgment

on our nation when we shake

our fist at him and say we knowbetter than you as to whatconstitutes a marriage. And I

pray Gods mercy on our

generation that has such aprideful, arrogant attitude thatthinks we have the audacity to

redefine what marriage is allabout.- Dan Cathy


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Ethical Issues Dan Cathy told the Baptist press Guilty as charged on

his strong views of anti-gay marriages. On July 16,2012, Cathy further explained, We are very much

supportive of the family the biblical definition of the

family unit. We are a family owned business, a family ledbusiness, and we are married to our first wives. Cathy

further went on to say that his view of same sexmarriage invite Gods judgment.

Goes against what they said that they believe: The Chick-fil-A culture and service tradition in our

restaurants is to treat every person with honor, dignity andrespect, regardless of their belief, race, creed, sexual

orientation or gender


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PR Practices

One-way communication model Press releases and public statements issued to distributeorganizational information In response to the backlash that Chick-fil-A received in the crisis,

they issued press releases to provide the public with accurateinformation on their beliefs.

This behavior reflected Chick-fil-A strength as a company. They stood by their beliefs from the start.


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Public Opinion of Crisis People were both for and against this issue

There has been some state and local governmentintervention in this crisis. Many democratic officialsin major northern United States cities spoke out

against the views of Dan Cathy


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Agenda Setting The agenda setting influence of the press results in largemeasure from the repetition of the major issues in the news day

after day. The public learns about the issues on the press agendawith little effort on their part, and considering the incidental natureof this learning, issues move rather quickly from the press agendato the public agenda.

-Glen M. Broom and Bey-Ling Sha The more concerned people are about something, the more they

tend to learn about It the stronger their opinions are of it, and themore they tend to take action on it.

-Glen M. Broom and Bey-Ling Sha

The more that Chick-fil-A openly makes statementsabout the crisis, the more that the mediadisseminates it to the public. This leads to peoplelearning more about the crisis and forming strongeropinions about Chick-fil-A


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Class Suggestions

From what you have learned in thispresentation, Do you have any advice forChick-fil-A on what they should do moving

forward in this crisis? Considering free speech is a right for

everyone, what do you think about thecomments made by Chick-fil-As COO andhow well do you think he handled it?


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Did Chick-fil-A Do Well?

Chick-fil-A goal in crisis:

Minimize the effect the backlash will have on their reputation by graduallydeflecting the negative accusations against them.

What they did well:

Stood to the beliefs that their company was brought up upon. Used Facebook to engage with loyal fans to address the issues at hand;

didnt stay silent

Allowed for discussion, provide platform for loyalists and non-supporters tovoice their opinion on controversial issue

What they could work on:

More action should have been taken to counter the views and accusationsagainst them.

Should have been more active in conveying their beliefs while showing nointent to fund agenda setting organizations.

Improvements:

Hard to recommend changing their company creed in order to avoid furtheroutbursts against them.


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Chich-fil-A changes in PR?

Due to the ongoing nature of the crisis, Chick-fil-APR practices have remained the same.

They continue to respond to the backlash byreaffirming their position on their Christian beliefs

They sensitize their statements for the publicopinion Going forward, our intent is to leave the policy debate over

same-sex marriage to the government and political arena.


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PR Lessons Learned Utilize all social media platforms

effectively

Neglected to use Twitter, while onlyengaging on Facebook

Do not create fake social media

accounts Diminishes credibility

Do not lie to save your brand

Jim Henson Co. pulled Muppetproducts as toys, Chick-fil-A issuedstatement saying they wouldnt be

using their toys in kids meals becauseof possible safety issue


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Suggestions for Chick-fil-A

Suggest hiring a Communication Facilitator This will help maintain two-way communication

and facilitate the sensitive issue of anti gaymarriage

they can serve as mediators and listeners betweenChick-fil-A and pro/con anti-gay marriage groups.

Work on the spokesperson hierarchy

Hire a new spokesperson

have an understudy for similar circumstances


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Conclusion

As a Public Relations specialist we should learnto not mix business with politics.

While having firm beliefs is a positive aspect of

building a company, there is a time and a placewhen they should be shared.

One may not always realize the affect that acomment can have on not only the public but your

employees as well.

Any questions/comments?

chick-fil-a pr crisis husky relations

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