NEEDS TO BE CITED!!!!!-APPLY THESE “LESSONS” TO CHICK-FIL-A
PR project- Chick-fil-A
REPAIRING THERELATIONSHIP BETWEEN CHICK-FIL-A AND THE GAY COMMUNITY
Purpose The purpose of this project is to repair the relationship Chick-fil-A has with the gaycommunity. The focus is creating positive tieswith the gay community and creating a level of understanding between the two groups.
A Brief History• Founded by Truett Cathy• Chick-fil-A was established in the early 1960s and pioneered the idea of having restaurants in shopping malls with the opening of a Chick-fil-A in a suburban Atlanta mall• Since then, the company has grown to be the second largest quick-service restaurant in the U.S.• The company is still privately held and family owned
Winshape Foundation• Founded in 1984 by Truett and Jeannette Cathy• Includes Winshape Homes, Winshape College Program, Winshape Retreat, and many more• Goal: To help “shape winners”
Core Values of Chick-fil-A• Christian-based company• Corporate purpose: “To glorify God by being a faithful steward of all that is entrusted to us, and to have a positive influence on all who come in contact with Chick-fil-A.”• Committed to 3 core area: 1. A 65-year history of operating the business according to Biblical principles 2. A 65-year history of providing genuine hospitality for all people 3. A 65-year history of serving families and communities without a political agenda
What’s the issue?• Accused of being anti-gay 1. Sponsored an “Art of Marriage Conference” 2. Reportedly donated $2 million to groups with anti-gay agendas 3. Provided lunch for a marriage-training event sponsored by Pennsylvania Family Institute • LGBT activists have had protests at several Chick-fil-A locations • Students from at least 6 different universities have petitioned to not have Chick-fil-A locations on campus.
What’s the issue?• Gay rights groups have charged Chick-fil-A with having an anti-gay agenda due to their donations to certain pro-family groups that denounce gay marriage• Activists claim that the company’s ties with groups like “Focus on the Family” and other organizations trying to take rights from the homosexual community are evidence of its “homophobic” habits
Research• Gay rights is still a relevant issue -Becoming more widely accepted in the United States -A Gallup poll in May of 2011 revealed that for the first time a majority (53%) of people believe same-sex marriage should be legal -There is still strong opposition to gay rights making it a relevant issue for all Americans
Research Similar case study—Target -In 2010, Target had a run-in with LGBT after Target donated $150,000 to Minnesota Forward, a political action committee that supported Minnesota Republican governor candidate Tom Emmer who was an opponent of gay rights -Target eventually apologized for the contribution
Research Lessons learned from Target’s issue with the gay community: 1) Examine your support of controversial issues and people from all sides 2) A company’s relationship-building and outreach efforts to diverse segments of the market do get noticed 3) A good reputation takes years to earn, but it can be damaged in mere days or weeks 4) Put your money where your mouth is 5) Loyalty cuts both ways
Key Publics Chick-fil-A’s customers Chick-fil-A employeesGay community/gay rights groups
Goals and Objectives Goal 1: Make Chick-fil-A’s stance on the issue of gay rights neutral while also keeping the core values of the company intact -Objective 1: Inform key publics of the organizations supported by Chick-fil-A and exactly what they stand for other than issues concerning gay rights -Objective 2: Make the values of Chick-fil-A clear - Objective 3: Make key publics aware of Chick-fil- A’s other charitable contributions to the community - Objective 4: Make public aware of what exactly the Winshape Marriage Retreat is and what its values are
Tactics• Add a “Charities” tab on Chick-fil-A’s main website as well as on their social media sites that have an overview of what the groups they sponsor stand for and believe in• Have families featured on social media sites and main website that were helped by Chick-fil-A’s Winshape Foundation• Have each restaurant feature an employee who has participated in Chick-fil-A’s Leadership Scholarship Program once a month in each restaurant• Include information on the Winshape Foundation on Chick- fil-A’s Facebook page Have couples featured on the page speaking about their positive experiences at the Winshape Retreat
Goals and Objectives Goal 2: Show there is no discrimination against the gay community Objective 4: Support gay Christian groups Objective 5: Get involved with the “It Gets Better” Project
Tactics• Sponsor or advertise on the Gay Christian Network radio station• Provide food at local gay Christian support groups• Organize an event co-sponsored by the “It Gets Better” Project and provide free food along with information on the project• Have Dan Cathy, President of Chick-fil-A, record a message for the “It Gets Better” Project website• Press releases highlighting Chick-fil-A’s involvement in the project
EvaluationMonitor viewers comments on the donated ItGets Better Project video.Evaluate survey results that allow the approvalor disapproval of Chick-fil-As proactive outreachto the gay community.Complete a content analysis of news mediacovering the protesting gay communitys attitudetowards Chick-fil-A.- Compare the tones of news media fromstart of the campaign to the end of thecampaign.
Resources Chick-fil-A. Web. 21 Nov. 2011. http://www.chick-fil-a.com/ Chick-Fil-A Fast Food Chain Donated Nearly $2 Million To Anti-Gay Groups In 2009."Breaking News and Opinion on The Huffington Post. Web. 21 Nov. 2011. http://www.huffingtonpost.com/2011/11/01/chick-fil- a-donated-anti-gay-groups-2009_n_1069429.html Kayla Webley. "Controversial Chicken: Chick-fil-A’s Gay Rights Rumble | NewsFeed | TIME.com." NewsFeed | Breaking News and Updates from Time.com. News Pictures, Video, Twitter Trends. | TIME.com. Web. 21 Nov. 2011. <http://newsfeed.time.com/2011/01/31/controversial-chicken- chick-fil-a-gay-rights-rumble/> Roth, Steve (2010, October 4). Key Issue in LGBT Communitys Target Boycott: Sense of Betrayal. Retrieved from http://www.prsa.org/Search/anti%20gay%20marriage