In providing feedback on the strategic communication piece about Starbucks, I have to admit that the discussion was indeed attention-grabbing and pertinent to the American society. I found the initiative to be well crafted and depicting a smooth flow of ideas. It captured many important points regarding the topic, particularly on a social diversity level. For example, the work pointed out the crucial aspects of the case where two men were arrested due to a race-relate issue. As expected in public relations, the in-depth explanation of the issue proved extremely helpful towards understanding the concerns raised by the unfortunate incidence in Starbucks’ Philadelphia branch and the improper handling of the issue by the Starbucks authority (Smith, 2013). Among the clarifications raised through the strategic communication is the affirmation that Starbucks abhors such behavior and its policy is against discrimination or racial profiling. That they had immediately initiated an in-depth investigation of all practices towards ensuring that they created a safe and welcoming environment for everyone. I considered this to be crucial information that reiterated the company’s commitment to treating everyone with respect and dignity.
After providing a broad overview of the implications of the Philadelphia issue, I specifically like their direct and straightforward apology to the two men who faced discriminatory treatment at the store. The management were committed towards putting in measures towards ensuring that a similar incidence never occurs again (Hendrix, Hayes & Kumar, 2012). Nevertheless, while Starbucks’ damage control initiative may have emphasized on their deep regret on the incidence occurring, the management failed to specify the training and practices that would be changed to avoid a similar outcome in the future. There are several other concerns that need redress, like that of dealing with customers from different racial backgrounds. Overall, the strategic communication piece covered the sensitive aspects of the issue that had caused Starbucks to be portrayed in negative light. Its apologetic tone indicated the deep remorse from the management as well as the assertion on preventing such incidences from happening in the future.
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References
Hendrix, J. A., Hayes, D. C., & Kumar, P. D. (2012). Public relations cases. Cengage Learning.
Smith, R. D. (2013). Strategic planning for public relations. Routledge.
