After the issue that occurred at Starbucks it is imperative that they take certain steps internally in order to resolve and avert a similar crisis. According to Page & Parnell (2018), the first step when coming up with a communication plan is to conduct a situation analysis. Starbucks needs to define the problem; in this case it has to find the cause of these racial incidents. This analysis will delve into the current crisis and the effects it has on the business. This analysis is what helps start with the formation of possible solutions. According to Lardbucket (N.D), a SWOT (strengths, weaknesses, opportunities, threats) analysis can also be helpful in analyzing the situation being faced by Starbucks. It will also help identify strengths that can be used to help improve the current situation and minimize the weaknesses.
After the situational analysis has been conducted a strategic plan is what follows. According to Page & Parnell (2018), objectives that are in line with the crisis need to be formed. These objectives should have certain characteristics that include; measurable, specific and in line with the organizations strategy. In the case of Starbucks, they will have to formulate reputational objectives, these will assist in helping to rebuild the confidence and trust that has been lost during the crisis. According to Lardbucket (N.D), the objectives should be identifiable to different sections of the public. Whatever message Starbucks is hoping to send out, it should be aware of which public is concerned about an objective. The objectives should also be time bound, this is to help in ensuring that the plan is underway and accountability is observed. The goals that Starbucks creates need to add value to the business, this can be through increased sales, customers and share value.
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Communication implementation looks at who will be responsible for what, the expected activities, budgets, and how the implementation will occur. According to Lardbucket (N.D), it is important that whatever actions carried out are relevant to the current problem. Starbucks can not simply do training; they need to understand why the staff may have certain perceptions or act in certain ways. The national day of training was a good idea that Starbucks came up with, but it may not have been ideal. The trainings the staff receives should be relevant and done in a way to induce behavioral change. Starbucks needs to demonstrate that they are looking to change and embrace every race; this will have to start with their staff. The public is not likely to take the word of Starbucks that they are going to change; it would instead be more prudent for Starbucks to start change internally. In order for Starbucks to know whether or not they have communicated and trained their staff accordingly they must come up with noticeable benchmarks.
The last step in formulating a public relations plan is the evaluation process. According to Lardbucket (N.D), there are four main issues when evaluating whether or not a strategic plan was effective. Starbucks should have expectations or benchmarks; these should be measurable using certain tools. From the results collected an analysis should be conducted to ascertain if the results are good, and if there there is need for improvement then valid recommendations should be applied. Evaluation should not only be done at the end but can be conducted as the plan is ongoing, this will help to cover or correct any possible issues as they are occurring. If Starbucks follows this plan and tailors it to their strategy which should include racial equity, then they should be able to gain back some of the public’s trust.
References
Lardbucket. (N.D). Public Relations. https://2012books.lardbucket.org/
Page, J. T., & Parnell, L. J. (2018). Introduction to strategic public relations. SAGE Publications.
