Tag Archives: public relations

by | Tuesday, June 27, 2023 · 7:11 am

Culture Wars Impact Retailers

The world can be a tricky place for marketers and brands these days. Cultural differences can cause a big backlash when too many consumers take offense at certain topics that are endorsed by brands. It is a difficult balance that sometimes tips over to the negative.

Recently companies including Walt Disney, Anheuser-Busch, and Target have faced opposition to their support of the gay and trans communities. For example, June is Gay Pride Month and while many consumers and companies (such as Target, Walmart, Kohl’s, and JC Penney) fully support the issue, others may take an opposite view.

Target’s controversy relates to clothing, décor, and other Pride items which it was selling in support of gay and trans-gender rights. While the company has embraced the topic and products for a number of years, this year it went sideways. In some stores customers knocked down displays, threatened store employees, and posted on social media in opposition to the products.  

In response to the controversy, Target moved its Pride products away from the front of the store and pulled several products from sale, all in response to fears about employee safety. The response to Target’s move was disappointment from many consumers and organizations that supported gay rights.

How should we deal with sensitive issues?

 Group Activities and Discussion Questions:

  1. This is a tricky topic for discussion, but one that bears examination by students.
  2. Discuss how companies can handle divisive topics.
  3. How should marketers balance messages to communities.
  4. Poll students: What are topics that are divisive and controversial? What examples have students seen?
  5. Show video about the issue at Target: https://youtu.be/AvfuoXga77Q
  6. Show Target’s website for Pride items: https://www.target.com/c/pride/-/N-5589f
  7. How should marketers address controversial topics?

Source: Nassauer, S. (25 May 2023). Target lands in culture-war crosshairs over pride month. Wall Street Journal; Reid, H. (31 May 2023). Target Pride backlash exposes ‘rainbow capitalism’ problem, designer says. Reuters New service.

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by | Monday, July 26, 2021 · 7:49 am

Peloton Recalls Treadmills

Peloton has been riding high for the past year as gyms closed and people took their fitness routines into their homes. Peloton stock and sales are at an all-time high. To be clear though, high sales volume has given the company problems with supply chain and manufacturing during this time period. It even has a recall due to problems with broken pedals on its bikes which caused injuries.

However, a more recent and critical problem for Peloton has been a number of cases of injury to adults, children, or pets being pulled underneath the rear of the treadmill. According to the U.S. Consumer Product Safety Commission (CPSC), there have been at least 72 reports of adults, children, and pets being pulled under the treadmill, including 29 reports of injuries to children and one death of a six-year-old child. Serious issues indeed.

The recall notice was issued by Peloton, but only after an urgent warning from the CPSC that forced the company to change its initial stance about the problems. Peloton is now offering a full refund for owners of the treadmill.

What should companies due about hazards to consumers?

Group Activities and Discussion Questions:

  1. Discuss the components of public relations and crisis communications.
  2. Show video about the problem: https://youtu.be/RiAjg4RXLMQ
  3. View Peloton’s statement on its website: https://www.onepeloton.com/press/articles/tread-and-tread-recall
  4. Show the U.S. Consumer Product Safety Commission recall notice for Peloton: https://www.cpsc.gov/Recalls/2021/peloton-recalls-tread-plus-treadmills-after-one-child-died-and-more-than-70-incidents
  5. Show additional recall notice for a separate Peloton recall: https://www.cpsc.gov/Recalls/2021/peloton-recalls-tread-treadmills-due-to-risk-of-injury
  6. What are the basic components and steps to handle crisis communications?
  7. How did Peloton initially handle the problems? What did they later do?
  8. Divide students into teams and have each team select a company/product. Then, have teams determine the steps to take during a crisis for that company.

Source: CBS; CNBC; New York Times; other news sources

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by | Monday, April 26, 2021 · 7:17 am

Brands Embrace Earth Day 2021

The world’s first Earth Day events started in 1970; it was the 51st anniversary this year on April 22nd. Supporting environmental protection activities, Earth Day includes numerous events held around the globe. Last year more than 100 million people participated in what has been called one of the largest mass mobilizations ever! The climate demands our attention.

Many companies are using creative ways to get our focus on Mother Earth this year. Restaurant Panera is recognizing the growing use of biking during the pandemic and how Panera fits in by copying its signature bread bowl shape into a bicycle basket. The bike is olive green and the basket is bread-brown, making it easy to cart around foods and goods. Panera was the first chain to label its food to show carbon footprint as well as nutrition and calorie counts. According to the company “if every Panera customer ordered a Cool Food item on April 22 it would – compared to the average American diet – reduce greenhouse gas emissions equivalent to taking more than 1,100 passenger vehicles off the road for one year.”

Another Earth Day event was burger chain Carl’s Jr. teaming up with Beyond Meat at one of Carl’s Jr. Los Angeles restaurant. It gave away free plant-based burgers and offered faux meat sandwiches for $5 via an email promotion. Carl’s Jr. already carries a Beyond Meat burger patty and has sold more than 12 million Beyond Meat burgers. The event was intended to draw in younger, flexitarian-diet customers. According to a University of Michigan research study, Beyond Meats “products need 46% less energy, generate 90% less greenhouse gas emissions than a standard beef patty, and have 99% less impact on water scarcity and 93% less impact on land use.”

How will you embrace the environment?

Group Activities and Discussion Questions:

  1. Quiz students on their knowledge of Earth Day: https://www.earthday.org/
  2. View video from the first Earth Day from CBS News: https://youtu.be/WbwC281uzUs
  3. Additional videos on YouTube channel: https://www.youtube.com/channel/UCkWeBkq4KGaN7N8PMWgfOLw
  4. Discuss the promotions being done by companies such as Panera and Carl’s Jr.,
  5. Panera video: https://youtu.be/uqcWXh2WqOc
  6. Beyond Meat’s site: https://www.beyondmeat.com/whats-new/go-beyond-this-earth-day/
  7. Students could also quickly research Earth Day news stories on their laptops and phones.
  8. Divide students into teams. Have each team develop an Earth Day advertisement for a product of their choice.
  9. What are the key messages?

Source:  Ad Week

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