Using Research in Planning
Hendrix and Hayes (2010) outlines the typical course of public relations using effective means to address the concerns of all stakeholders while promoting the course as the best option. This is only effective, however, if the course is actually the best option. This is where research becomes important. Public relations depends on research to get a true sense of the stakeholder when considering marketing decisions and how the stakeholder might be affected. This research can be useful in both determining the course of action necessary to move forward and to communicate these decisions to the stakeholder in a manner most effective. Without this research to guide decision-making, a company can easily upset an important segment of stakeholders while intending to be portrayed in a very different light.
The Importance of Social Media
Social media outlets (e.g. Twitter, Facebook, YouTube, et al.) provide a rapid means of communicating with stakeholders. Social media is a useful tool for public relations practitioners to use when addressing concerns of or making assurances to stakeholders (Coombs, 2012; Fearn-Banks, 2011; Hendrix & Hayes, 2010). Lynn Kettleson and Jonathan Bernstein (as cited in Horovitz, 2012), both crisis managers, recommend using social media to quickly assess the public conversation, contribute to the conversation by providing factual and compassionate reassurance, and most importantly, put a corporate face on the response by having a senior executive respond to provide a sense of responsibility to the stakeholders.
Arby’s Social Media Failure
On April 4, 2012, the corporate Twitter account was used to respond to another Twitter account recommending that Arby’s stop advertising on the Rush Limbagh radio show (@Arby’s, 2012). Although Arby’s did not currently advertise on the aforementioned radio show, the response indicated that efforts to “discontinue advertising during this show as soon as possible” are being undertaken. The controversy, however, began when customers replied with their concerns via Twitter. According to The Blaze (Adams, 2012a, 2012b) and Forbes (Walker, 2012), instead of making a public statement regarding the controversy or even addressing the concerns of their customers on Twitter, the customers who complained to the Twitter account were summarily blocked. Walker (2012) decries this action as pathetic, stating “any major corporation […] needs to be able to accept and listen to criticism from customers [….] but using a coercive measure like blocking flies in the face of everything the social media space is supposed to be about” (para. 1).
Just as quickly and quietly as the Twitter accounts of those customers were blocked, they were unblocked (Adams, 2012b). This decision was, again, met with disdain as the company failed to apologize or address the issue publicly.
Arby’s Fails Again
On the heels of the Rush Limbaugh and Twitter controversies, Arby’s, again, finds itself in the midst of a public relations crisis. A month later, A USA Today article (Horovitz, 2012) describes a Michigan teen finding the fingertip of an employee in a sandwich ordered at Arby’s. Though the response from an Arby’s spokesperson was public and included an apology to the teen, it was criticized as being inadequate and potentially harmful to its already damaged reputation. Horovitz (2012) states that no mention of the incident was made on the corporate website, Facebook page, or Twitter feed.
Discussion
The directions of this assignment were to find an incident that was significant or complex enough to require involvement from senior management and, although in both incidents senior management failed to respond publicly and comprehensively, I feel that these two cases did, in fact, require senior management involvement. A rapid response by the public relations team could have addressed the concerns of the company’s apparent political actions towards Rush Limbaugh and reinforce commitments to the customer to provide good and fresh food.
The second controversy could have been addressed quickly by using social media outlets to assure customers that, although food preparation can result in minor accidents for employees, these problems are unusual and every possible step is being taken to ensure the safety of the employees and the safety of the food being served. This would also provide an opportunity to further the corporate image as a caring and compassionate company that understands the importance of a trusting relationship with the customer.
As stated in the opening of this paper, research is important to any public relations program. Tools, such as the survey provided in the appendix, are useful in determining the needs and desires of the various subgroups and demographics of the corporate stakeholders. The data provided by these types of tools can provide direction to future public relations efforts.
References
@Arby’s. (2012, April 4). Response to @StopRush [Twitter post]. Retrieved from https://twitter.com/#!/Arbys
Adams, B. (2012a, April 6). Arby’s responds to annoyed Limbaugh fans by blocking them on Twitter. The Blaze. Retrieved from http://www.theblaze.com/stories/arbys-blocks-twitter-accounts-of-customers-upset-over-limbaugh-announcement/
Adams, B. (2012b, April 9). Backpedal: Arby’s immediately regrets its decision to block customers on Twitter. The Blaze. Retrieved from http://www.theblaze.com/stories/back-peddle-arbys-immediately-regrets-decision-to-block-customers-on-twitter-not-ready/
Coombs, W. T. (2012). Ongoing crisis communication: Planning managing, and responding (3rd ed.). Thousand Oaks, CA: Sage.
Fearn-Banks, K. (2011). Crisis communications: a casebook approach (4th ed.). New York, NY: Routledge.
Hendrix, J. A. & Hayes, D. C. (2010). Public relations cases (8th ed.). Boston, MA: Wadsworth Cengage Learning.
Horovitz, B. (2012, May 17). Finger incident places Arby’s reputation in jeopardy. USA Today. Retrieved from http://www.usatoday.com/money/industries/food/story/2012-05-17/arbys-finger-crisis/55046620/1
Walker, T. J. (2012, April 15). Arby’s makes social media blunder. Forbes. Retrieved from http://www.forbes.com/sites/tjwalker/2012/04/15/arbys-makes-social-media-blunder/
Appendix
Sample customer survey.
1. How often do you eat out at restaurants?
a) very infrequently (less than once per year)
b) annually
c) monthly
d) weekly
e) very frequently (more than once per week)
2. How often do you visit an Arby’s restaurant?
a) very infrequently (less than once per year)
b) annually
c) monthly
d) weekly
e) very frequently (more than once per week)
3. Do you prefer to receive offers from your favorite restaurants?
a) yes
b) no
4. How do you prefer to communicate on the internet (check all that apply)?
a) email
b) websites
c) social media (Twitter, Facebook, etc.)
d) text messaging
e) other: _____________________________
5. In the past year, have you provided a compliment, complaint, or suggestion to any of your favorite restaurants using the internet?
a) yes
b) no
6. How often do you visit the websites of your favorite restaurants?
a) very infrequently (less than once per year)
b) annually
c) monthly
d) weekly
e) very frequently (more than once per week)
7. Do you feel that restaurants can provide meaningful communication to customers using the internet?
a) yes
b) no
8. Are you more likely to visit a restaurant if it was more accessible on the internet?
a) yes
b) no
9. What is most important to you?
a) quality of food
b) price of food
10. Is corporate responsibility to the community and environment important to you?
a) yes
b) no
