Religion, Politics, and Waffle Fries

Dan Cathys statement creates a crisis for chicken chainReligion, Politics, and Waffle Fries

What HappenedJuly 16th, 2012The Baptist Press releases an article with controversial statements from Chick-fil-As President and Chief Operating Officer (COO) Dan Cathy

"Well, guilty as charged,"said Cathy when asked about the company's position [on the traditional family].

"We are very much supportive of the family -- the biblical definition of the family unit. We are a family-owned business, a family-led business, and we are married to our first wives. We give God thanks for that.

What happened?July 17th, 2012:Dan Cathy reiterated comments made to the Baptist Press on the Ken Coleman Show

Cathy Statement

What Happened?July 27thVP of Public Relations Don Perry dies of a heart attack

What HappenedStirred up controversy among the LGBT community

Incited support from various Christian groups

Media turned the issue into a cultural debate

What Happened?Liberal media

Conservative media

Company was put in the spotlight for donating money to anti-gay rights organizations

Company background1946-Truett Cathy opened his first restaurant, The Dwarf Grille, in Hapeville, Georgia

1967-The first Chick-fil-A opened in Atlanta

Truett Cathy serves as CEO , chairman, and founder

Company backgroundMission statement: To be Americas best quick service restaurant.

2nd largest chicken restaurant chain in the U.S. based on sales

2011-system wide sales reached $4.1 billion

Company background1600 restaurants across 39 states and D.C.

Focus on Christian values (closed on Sundays)

Corporate purpose To glorify god by being a faithful steward of all that is entrusted to us. To have a positive influence on all who come in contact with Chick-fil-A

Company backgroundYouGov.coms brand index score65 at the time of the statement

19 points above the national average of 46

Company background2010: Chick-fil-A donated over $1 million dollars to proponents of traditional marriage through the WinShape Foundation

Marriage & Family Foundation

Family Research Council

Public ReactionChick-fil-A Employees Employees who share the views that Cathy expressed, reported to be prideful in the companyGay employees of the company have reported to be uncomfortable with the companys association of anti-gay marriage stance

All employees are not allowed to speak to the media and are told to ignore all statements made my customers about the controversy

Public Reaction LGBTa community which emphasizes a diversity of sexuality and gender identity based culturesWidespread calls to boycott Chick-fil-A

August 4th-Chick-fil-A kiss day

Public Reaction Mike Huckabee-44th Governor of Arkansas (1996-2007) Ordained Southern Baptist MinisterHost of Fox News talk show, Huckabee.

August 1st: Calls for national Chick-fil-A appreciation daylarge number of Christian Chick-fil-A supporters flock to the restaurants

Public Reaction "While we don't release exact sales numbers, we can confirm reports that it was a record-setting day -Steve Robinson, Chick-Fil-A executive VP of marketing

Public Reaction Rahm ManuelMayor of Chicago since 2011

Thomas MeninoMayor of Boston since 1993

Edwin M. LeeMayor of San Fransisco since 2011

All stated that Chick-Fil-A was not welcome in their cities.

Winshape FoundationAmerican charitable endeavour of Chick-fil-A and the Cathy family founded in 1984

Donated money to controversial anti-gay groups such as Family Research Council & Exodus

ResultsThe Jim Henson Company Creators of The Muppets and other hit T.V. shows, produces toys for Chick-fil-As kids meals

CEO Lisa Henson has been a strong supporter of gay marriage Cut ties with Chick-fil-A stating that they celebrated and embraced diversity and inclusivenessDirected payments received from Chick-fil-A to Gay & Lesbian Alliance Against Defamation (GLAAD)

ResultsHaperCollins One of the worlds largest publishing companies, headquartered in New York City - contracted to make toys of the Bearinstean Bears for the companys kids meals

Was petitioned to cut ties with Chick-fil-A

Did not cut ties"We have a long history ofprotect[ing] the freedom of expression. It is not our practice to cancel a contract with an author, or any other party, for exercising their first amendment rights."

Results4 days after Cathys statements Yougov national score drops from 65 to 47 a nineteen point drop 5 points below the national average

Mixed results

Chick-fil-As Response

Disseminated message through multiple channels

Chick-fil-As ResponseOn the company website under contact us Provides a link to a document which details the companys views on the controversy and its charitable donations

No way to contact the company through its website Other than for experiences in its restaurants Discussion QuestionsShould Dan Cathy or anyone in a similar high position be allowed to publically make controversial belief statements?

Should Dan Cathy and other high ranking officials be given proper media relations training before giving interviews?

How much did Dan Cathys statement affect the perception of the company as a whole?

Discussion QuestionsWas it a good public relations tactic to only issue one official news release? What other communications tactics could have been effective in this crises?

What could the company have done to prevent this crisis from occurring? Or from it becoming a national issue?

Lessons Manage for tomorrowmust stop all practices that would reflect negatively on the company Donations to controversial anti-gay marriage groups

Conduct Public Relations as if the whole company depends on it allowed the crisis to grow out of hand within the media

Companys true character is its people Dan Cathys personal views in his statement reflected the perception of the entire company Affected employees and companys Yougov index

RecommendationsHave a crisis planIf a plan was created the crisis could have been containedHave one unified message Promote the companys mission statement truly leaving the policy to the politicians any future belief statements remarked as personal and not from the company Media Relations Training Provide personal training for all higher level employees And create a training plan for all employees who serve in restaurants who deal with customers daily

References"What Dan Cathy said".The Atlanta Journal-Constitution. July 26, 2012. Retrieved 28 July 2012Robinson, Steve (July 31, 2012).Chick-fil-A Response to Recent Controversy.Retrieved October 12, 2012"Form 990-PF: Return of Private Foundation"(PDF).WinShape Foundation, Inc.. Guidestar. 2010"Chick-Fil-A Fast Food Chain Donated Nearly $2 Million To Anti-Gay Groups In 2009".November 1, 2011. Huffington Post. Retrieved 5 August 2012.Devaney, Tim; Stein, Tom (November 8, 2011)."Chick-fil-A Increases Donations to Anti-Gay Groups".AllBusiness.com.Hsu, Tiffany (July 18, 2012)."Is Chick-fil-A anti-gay marriage? 'Guilty as charged,' leader says".Los Angeles Times. Retrieved 19 July 2012.Turner, Greg (July 20, 2012)."Mayor Menino on Chick-fil-A: Stuff it".The Boston Herald. Retrieved July 21, 2012.Dardick, Hal (July 25, 2012)."Alderman to Chick-fil-A: No deal".Chicago Tribune. Retrieved July 26, 2012.Matthew T. Hall (3 August 2012)."Hall: Gay-rights supporters kiss in, kiss off Chick-fil-A".San Diego Union Tribune. Retrieved 4 August 2012.

References"Chick-Fil-A Supporters Gather for Appreciation Day - ABC News". Abcnews.go.com. 2012-08-01. Retrieved 2012-08-17.Lendon, Brad (July 24, 2012)."Henson, Huckabee take sides in Chick-fil-A same-sex marriage controversy".CNN.com. Retrieved July 28, 2012.Goddard, Jacqui."Gay rights come to Toy Town as Chick-fil-A battle continues."The Telegraph, 2012-08-13Dardick, Hal (September 19, 2012)."Moreno relents, will allow Chick-fil-A".Chicago Tribune(Chicago, IL). Retrieved September 19, 2012.