From PR disaster to reputation recovery
Starbucks recently intercepted what was definitely trending as a PR disaster — things were initially looking as bad as the United Airlines crisis of 2017 — and has been transforming the issue into a reputation recovery situation. This underscores the importance of timely CEO leadership communication and decisive corporate action to help make things right. Apologizing in these cases is no longer enough; companies now need to communicate real-time on social in tune with the emotions of the moment to own what happens and to live their values. In a live national TV interview I discussed these matters on BNN Bloomberg TV with respected journalist Jon Erlichman.