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- Be sure you are logged in to Padlet so your post won't be anonymous.
- Click on the + sign in your Case's column.
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- Click the upload arrow on the left to post the pdf of your visual aid.
Where it says "Write something..."
Copy and paste:
- your 3 discussion questions
- the link to your Panopto video in the Chapter [assignments] folder

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Video Link:
https://youtu.be/mSOuU8HxNqg

Discussion Questions:

1. As a KFC customer, how would you want KFC to handle/respond to a crisis like this?

2. Do you think comedy is always an appropriate strategy in consumer relations?

3. Do you think people were offended by the apology ad, “FCK” ? If so, why?

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Video Link:
https://marist.hosted.panopto.com/Panopto/Pages/Viewer.aspx?id=0e7c2832-e5c4-4527-b699-ae6000276e03

Discussion Questions:

1. What kind of training methods should Starbucks implement in order to better their diversity and inclusion protocols?

2. Do you think the CEO did a good job at handling the situation?

3. Do you think Starbucks is doing enough to rectify this situation or do you think there is more that needs to be done?

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Video Link:
https://youtu.be/KoMlecZ98DQ

Discussion Questions:
1. Did the USPB limit their campaigns by by placing the majority of their marketing on their "LINDA" consumer?

2. Would the USPB have had as much success if they had not done as much research?

Would the USPB have had more success if they had partnered with the Sterling Rice Group in the beginning?

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Personally I feel like the CEO did a good job of handling the situation because he took full accountability for what happened. He whole heartedly apologized and promised to change for all Starbucks employees. Which a lot of CEO’s can’t say that they have done because a lot of CEO’s try to cover up bad things that they have done and their company has done.

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As a KFC customer/consumer I would want them to handle the crisis exactly the way they did because humor is one of the best ways to connect with your customers. Throwing in humor to an apology shows that the company doesn’t take themselves very seriously and are willing to show their true colors when it comes to the company as a whole because they’re being vulnerable.

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I agree with a majority of the comments stating that USPB did limit their campaign by placing the majority of their marketing on their “LINDA” consumer because it is a niche market. They would’ve gotten more feedback and it would’ve had a larger impact if they were able to relay the message to a larger group.

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Because of how immediate and sincere his reaction was, I believe the CEO did a fine job resolving this problem. He swiftly handled the matter without disputing it, which was a calculated move to ensure consumer trust/loyalty and confidence. Following the event, he took steps to teach his workers, demonstrating that he was prepared to reform and improve his organization.

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In some cases, I believe humor is a good method to deal with a problem. In the instance of KFC, I believe they ought to have approached the matter more seriously in order to demonstrate that they cared about their consumers' opinions. Laughter may be effective at moments in conveying a message, but in other cases, I believe a professional attitude is required to demonstrate that the firm is committed to resolving the actual issue.

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I likewise think that USPB's efforts were hampered by the fact that a large number of their promotion focused on the "LINDA" customer. As a result, the group's reach was constrained, and it was less successful as a result. USPB would've been even more beneficial, in my opinion, if they had broadened their party's campaign influence.

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Comedy is a great method to deal with a problem, but on a case-by-case issue. It has to have been a problem that is lighthearted, and no damaging to the company for it to be affective. In KFC's case, running out of chicken was not an "end all, be all" for the company, just an unfortunate circumstance that was eventually solved. Comedy as a campaign for KFC was a great way to rectify this issue, because they were able to laugh at themselves, and distract their consumers away from the issue.

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I doubt the USPB would have had the same success if they hadn't done research before launching their campaign. Their target audience would not have trusted them in the same way or believed their takes if the USPB hadn't gathered the proper research ahead of time. It is important to know the facts going in to have a successful campaign just as was shown by the USPB.

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I personally believe that Starbucks did a somewhat decent job of making reparations, however, it's not necessarily my place to say what reparations are enough when a company's racial issues come to light. From my perspective, a swifter response time would have been ideal, however, implementing training hours in order to educate staff on cultural sensitivity and race relations is a positive reflection of Starbuck's willingness to grow from what was a truly unjust situation.

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I don't think comedy will always fit the bill in terms of a PR response to a crisis, however, in this specific situation with KFC, I think a comedic response is warranted, if not totally necessary.

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I believe that there is a time and a place for specifics, but in the case of the USPB, I agree with my peers in that the USPB could have benefitted more had they widened the scope and allowed their focus to fall on other parts of their target audience.

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A huge number of people were offended that KFC could reply to their customers in this manner. Although intended in a humorous, playful manner, the apology advertising that featured "FCK." Many people were offended. I believed it was tone deaf and failed to provide a good message at a crucial time for the organization.

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Their market was severely restricted by the USPB. They should have concentrated on a broad public awareness campaign emphasizing the necessity of carbohydrates in the diet, as well as the health advantages of potatoes in particular. This would be a more broad target, reaching a bigger population that may be unaware of this information.