1. Chez Bob Corporation
3067 Jackson St.
Robinson, Ill. 62454
1 (800) 371-2498
www.chezbob.com
Corporate Profile:
Chez Bob Corporation is a top-of-the-line chain of fancy French restaurants, based in
Robinson, Ill., with dining locations throughout Illinois and Wisconsin. The corporation
is a black tie chain dedicated to magnificent service and elegant
Starting as a single four star restaurant, Chez Bob has been focusing on expanding,
while also ensuring the same standard of excellence when it comes to each
establishment. With valet parking, coat boys at the door, finely crafted furnishing,
chandeliers, authentic French cuisine and menus, and various top chefs cooking weekly,
Chez Bob is about bringing a classy, luxurious experience to its consumers.
Possible Emergencies:
● A Hepatitis outbreak, such as the one from Chi Chi’s, could result in the deaths of
consumers and completely diminish the chain’s existence.
● The finding of illegal immigrants working at low rates, in the kitchens of the
restaurants, could result in the ethics of the organization being questioned, as
well as discrimination and equality issues.
● If the CEO of the corporation comes across as being homophobic or
racist in the public eye, the corporation could have its morals
questioned, resulting in the loss of business and a possible complete
loss of entire publics, if not handled carefully.
● If hiring practices began to look questionable, such as only hiring
certain races, genders, looks, or sexual orientations, the morals

2. would also be put into question, with a possible loss of service,
employees, and entire publics.
● A negative review by a credible food critic could result in the loss of business, as
well as the questioning of service and product.
● A failed health inspection could result in the loss of business and trust among
customers, the likelihood of potential customers and publics, and bad publicity, if
not a complete diminish of the organization’s existence.
● A food poisoning outbreak would have similar outcomes with a failed health
inspection. If serious enough, it could have similar outcomes as a Hepatitis
outbreak.
● An infestation at one of the locations would result in similar outcomes as a failed
health inspection or a Hepatitis outbreak, if not controlled immediately and kept
out of the public eye.
● If it came to the service that Chez Bob was using pre-made or frozen product,
when they promise authentic cuisine, it could result in bad media coverage, the
loss of publics, the loss of trust among current customers, and negative media
coverage.
● A celebrity speaking out negatively on Twitter could result in similar outcomes of
a negative critic review. The chain could lose the service of publics involved with
the celebrity, either short or long term.
● If someone found something extremely unfavorable, such as the “finger in the
chili” incident at Wendy’s, in their food, a large loss of current and future
business, the trust of current consumers, and negative media coverage could
result.
● If the U.S. began having problems with France, depending on the circumstances,
the organization could lose business, employees, and future business, if not
addressed that Chez Bob does not stand for whatever issue is at hand.
● In the result of a natural disaster, such as a flood or a tornado, there could be
many different outcomes for the corporation, depending on the severity and
damages.
● A fire at one of the locations would also depend on the severity, cause, and
damages.

3. ● A shooting or death at the restaurant would put Chez Bob in the public eye
negatively. There could be a loss in business, customer comfort, trust, and future
service.
● If problems of theft or questionable activities involving trusted services, such as
coat check and valet park, arose, there could be a loss in demand for that service,
resulting in a lack of business.
● If a special item, such as escargot, was suddenly put on the endangered species
list, certain publics would reach a level of dissatisfaction, but no long-term
problems would arise.
● If a new, similar chain surfaced and began to declare a rivalry with Chez Bob
through advertising, if not handled correctly, the corporation could lose certain
publics, potential publics, employees, and a possible diminish of existence.
Description of the Emergency Situation:
The CEO of Chez Bob comes under skepticism of being a racist through the media after
an incident at the Illinois Restaurant Association Gala. According to sources, Kenneth
Richardson was overheard referring to his African American waiter as the “hired help,”
and made several racially discriminatory jokes while intoxicated. Media coverage took
off shortly after the incident happened and reports of questionable hiring practices also
arose.
The organization put the rumors of questionable hiring practices to rest, as they released
information on their employees, showing diversity among many racial groups,
ethnicities, genders, and sexual orientations. However, the CEO, and Chez Bob, as a
whole, could not write the personal accusations against Richardson to rest, as they did
happen.
A public out roar, along with the circulation of rumors, began to put not only
Richardson in a negative light, but the entire Chez Bob Corporation. Following the
release of the information, Richardson released the following statement to the media,
and on both his personal and the Chez Bob Twitter accounts, “I am utterly embarrassed
and ashamed of my actions. Toblame alcohol or a misunderstanding of events would be

4. cowardly of me. I take full blame and hope to be forgiven over time to anyone I have
offended. I, along with Chez Bob, do not stand for discrimination or inequality and I will
make it my personal goal to make this right.”
Though Richardson has made an apology, more will have to be done to reduce negative
media coverage and regain trust among publics. Chez Bob Corporation is facing a loss of
entire publics, employees, a question of ethics and what the organization stands for, and
a decrease in the likelihood of expanding service to potential consumers.
Primary and Secondary Publics:
Current Customers
 Current customers are already invested in the business and spend their hard
earned money at the establishment. They have every right tobe upset that their
money has been aiding a business that discriminates against race. This will most
likely create a feeling of distrust in the current customers and cause the
relationship between these individuals and the company to suffer. It will be vital
that Chez Bob does not forget about its current consumers while handling the
crisis. Current customers should be second priority to the crisis itself. If they are
not, then they will feel left out, even if they are informed through the media of the
positive changes that the Chez Bob is incorporating. It will be a much smoother
transition for Chez Bob to utilize social media and emails to directly
communicate with its current customers.
Potential Customers
 Potential customers there are individuals that make up the latent publics in this
situation and it is important for the Chez Bob Corporation to reach out to them.
This is necessary because every business desires to increase sales and after a
controversy arises, that becomes a challenge. Chez Bob’s will need to expand to
the consumers that are not as invested in the company. These potential
customers are not aware of the quality of the food or service at Chez Bobs,
therefore, they only know of the negative publicity. With that in mind, Chez Bob’s
must work hard to move past the issue, make the necessary changes and

5. emphasize the positive elements of the company. These tactics will assist the
latent publics in transferring into aware publics.
Investors/Stakeholders
 Chez Bob will be facing the possibility of losing both individual or group investors
as well as stakeholders that wish to invest their money in an ethical corporation.
Vendors
 The current food, dinnerware, and other vendors that Chez Bob has been utilizing
since its opening, have the option of choosing to end the partnerships. This
possibility could occur as a means of keeping the vendor’s name out of the
conversation involving the controversy in order to keep it from being drug
through the mud as well.
Employees
 Employees want to work for a company that expresses stable morals, values, and
ethics instead of one that discriminates.
Partners of Diversity
 Chez Bob will partner with a diversity racial support group in order to show the
regret and sorrow the CEO, as well as everyone else involved, is experiencing. The
partnership will demonstrate that Chez Bob does not stand for discrimination
and put ease to the mind of publics.
The Media
 It will be vital for Chez Bobs to interact and correlate information with media
outlets such as television stations, radio stations, and newspapers. These outlets
are the channel that passes the information directly to the public. If the media
continuously focuses on the negative controversial issue, instead of drawing
attention to the improvements that are being made, it will affect the existence of
Chez Bobs.

6. Communication goals:
Since Chez Bob is dealing with an image crisis, it is crucial that the organization
communicates successfully with its publics in order to increase the possibility of this
problem going away.
The first communication goal of the crisis management plan was to put the rumors of
questionable hiring practices to rest and resolve part of the crisis, right off the bat,
helping to keep the positive reputation of Chez Bob. A list of quantitative and qualitative
data was released to the media to show the Chez Bob does not discriminate in its hiring
practices. Though this did not completely resolve the crisis, it does communicate to
those that feel that Kenneth Richardson discriminates against races, that the
corporation, as a whole, does not share those same ethics.
Secondly, Richardson released the statement: “I am utterly embarrassed and ashamed
of my actions. To blame alcohol or a misunderstanding of events would be cowardly of
me. I take full blame and hope to be forgiven over time to anyone I have offended. I,
along with Chez Bob, do not stand for discrimination or inequality and I will make it my
personal goal to make this right.” Apologizing for his actions communicates to the
public that Richardson is completely at blame, not any outside sources. The message
communicates to the public that Chez Bob is still an ethical, trustworthy establishment.
Following Richardson’s apology, all communication goals will move on from and stray
away from an apology, simply showing the public what Richardson, along with Chez Bob
Corporation, stands for. Through social media, the Chez Bob website, partnerships and
media coverage, the organization will come back into a positive light. Communication
will demonstrate that the organization, and all those behind it, is ethically and morally
sound.
There will be one steady voice behind all messages released to the public to make sure
there is a level of clarity among all messages. All messages will be released quickly and
decisively, making sure that Chez Bob is on top of the coverage, first to respond, and to
prevent the loss of business and bad reputation.

7. Though the organization will stand by Kenneth Richardson in his apology, it will be
clearly communicated that it does not stand by his actions, nor is it associated with such
actions of beliefs. The main goal of the communication involved within this crisis is to
show employees, current and potential consumers, the media, and the general public
that Chez Bob Corporation does not stand for discrimination, but rather equality and
withholding the reputation that many know and love.
Messages:
“Chez Bob Corporation is not Kenneth Richardson”
 Though the organization will stand by the apology of the CEO in this time of
crisis, it will be made clear through media coverage and press conferences that
the organization does not stand for his actions. The message will convey that the
company does not stand for discrimination, but is ethical and values equality,
helping to accomplish a goal of instilling consumer trust and support.
“We value all of our consumers equally.”
 The message will be used through social media, as well as media coverage, and
conveys the message that Chez Bob does not discriminate among its diverse
consumers, both current and potential.
“Our focus is on the quality of our service and products.”
 The message will also be used through both social media and media coverage of
the crisis, conveying that Chez Bob has a main focus on the quality of its service
and product, rather than any type of racial or ethnical background of any
individual working for or being serviced by the organization.
“A taste of culture”
 The message will represent a new section to the Chez Bob menu, featuring
French-African dishes, as the cultures overlap in various regions. The message
will convey that the organization welcomes and values diversity and culture of
ethnicity and race.

8. “I am utterly embarrassed and ashamed of my actions. To blame alcohol or a
misunderstanding of events would be cowardly of me. I take full blame and hope to be
forgiven over time to anyone I have offended. I, along with Chez Bob, do not stand for
discrimination or inequality and I will make it my personal goal to make this right.”
 The message, which was released through social media and to the media, from
Chez Bob CEO, Kenneth Richardson, conveys a sincere apology to all publics and
that he, along with the organization, does not stand for discrimination.
Objectives and Tactics:
Increase public awareness of Kenneth Richardson’s apology by 50 percent
immediately.
● Hold a press conference for national news media releasing a statement about
Kenneth Richardson apologizing for his actions and Chez Bob’s dedication to
equality among its employees and consumers.
● Post Kenneth Richardson’s apology on Chez Bob’s website and a statement about
their dedication to equality among its employees and consumers.
● Post Kenneth Richardson’s apology to social media including Twitter, Instagram
and Facebook. Also post a statement about Chez Bob’s dedication to ethical
values and equality among its employees and consumers.
Increase public awareness of Kenneth Richardson’s efforts to improve his character
and actions by 50 percent by Nov. 30, 2014.
With the importance of public image in mind, Chez Bob needs to address that they are
taking actions to solve the mistakes Kenneth Richardson has made. By first having
Kenneth Richardson attend AA meetings, Chez Bob will show their publics that Kenneth
Richardson is taking responsibility for his actions. Also, Kenneth Richardson will attend
race and ethnic diversity seminars to increase his knowledge about the issues within the
topic.
● Send news releases to national news media informing them about Kenneth
Richardson’s attendance at AA meetings and race and ethnic diversity seminars.

9. ● Post information to social media about Kenneth Richardson’s attendance at AA
meetings and race and ethnic diversity seminars.
● Release an advertisement in restaurant and race and ethnic diversity magazines
with a picture of Kenneth Richardson shaking an African American employee’s
hand with a smile on his face and a slogan that reads, “Together, we can achieve
anything”.
Increase employee knowledge of race and ethnic diversity within a working
environment by 30 percent by Dec. 1, 2014.
● Have a professional speaker that specializes in race and ethnic diversity speak
about appropriate ways of communication and how to recognize signs of racial
profiling in a business setting.
● Distribute informational brochures to all employees about race and ethnic
diversity. The brochures will contain information about appropriate
communication techniques that should be used among a diverse group of
employees and when communicating with diverse consumers, how to identify
specific actions and words that can lead to negative short-term and long-term
outcomes, and profiles of emotions that are tied with different cultural
backgrounds.
● Have each employee participate in a workshop on effective ways of handling
issues that arise within a workplace.
Increase public awareness of Chez Bob’s efforts to create a more ethically sound
franchise, with regards to race and ethnic diversity, that is dedicated to equality by 50
percent by Dec. 1, 2014.
● Start a race and ethnic diversity tab on Chez Bob’s website that describes the
employees and official’s dedication to working towards an ethically sound
franchise. The tab will include monthly newsletters that report what employees
were taught about race and ethnic diversity, any workshops that employees
participated in and the actions management is taking to engage in diverse
environments. The tab will also include specials from the newly added French-
African based portion of the menu, "A Taste of Culture."

10. ● Issue statements to social media about the actions Chez Bob is taking to create a
more racially and ethnically aware franchise.
● Hold a press conference for national news media that will address the actions and
steps Chez Bob is taking to become more aware of race and ethnic diversity and
the issues that go along with it.
Partner with two race and ethnic diversity organizations promoting and educating
people about the topic by Nov. 30, 2014.
By partnering with race and ethnic diversity organizations that have goals of informing
the public about the topic, not only will Chez Bob’s staff and employees gain a better
knowledge about race and ethnicities, but publics will see that they associate with the
programs. By engaging with these relevant organizations, publics will see that Chez Bob
is furthering their knowledge about race and ethnic diversity and that they care about
engaging with various people of different cultural backgrounds. This will increase trust
among multiple publics and send the message that Chez Bob values equality and is
implementing ethical practices.
● Send news releases to national news media about Chez Bob partnering with race
and ethnic diversity organizations.
● Create a partners tab including the organizations Chez Bob will partner with on
the company’s website and distribute relevant information.
● Post to social media that Chez Bob will be partnering with two organizations that
focus specifically on race and ethnic diversity and help and educate people about
the issues revolving around it.
Increase diverse consumer base by 20 percent by Dec. 1, 2014.
By gaining more diverse consumers, this will allow Chez Bob to gain valuable insight on
the emotions and actions tied to various cultures. Being able to adapt to a wide variety of
people will leave room for improvement upon communication skills, social intelligence
and judgment among employees and staff. By gaining more diverse consumers, Chez
Bob will also be seen as a food chain that engages with multiple groups of people. This
will create a trust among consumers that they have ethical values and practice equality.

11. ● Create a social media hashtag (#ChezBobConnection) that will be for people to
post ways in which they are engaging with diverse groups throughout their daily
lives. Through #ChezBobConnection, when people post relevant material, they
have the opportunity to receive gift cards and discounts on food at a local Chez
Bob chain.
● Post an advertisement in restaurant magazines and race and ethnic diversity
magazines with a group of diverse employees engaging with diverse consumers
while smiling. The title of the advertisement will be “There’s a Melting Pot of
Smiles at Chez Bob.”
Proven Maxims:
Personal, face-to-face contact is more likely to be effective.
This proven maxim applies to this campaign because the Chez Bob Corporation’s
immediate response to the controversy with a statement from its owner. Due to the fact
that the statement is directly from the owner’s mouth in print as well as via press
conferences, it connects to the publics on a deeper level. The public is sympathetic and
understands that humans make mistakes and a positive change can come from a terrible
situation. Therefore, since restaurant will make the changes listed above, the public will
most likely forgive and move forward with the corporation.
Major issues and events cause wide swings in public opinion for brief periods. The
degree of lasting change tends to diminish with the passing of time.
This proven maxim applies in this case due to the fact that the public responds
aggressively toracial issues. In today’s day and age, racism does in fact still exist;
however, the majority feels it is unethical to punish someone solely for their appearance.
The public opinion of Chez Bob Corporation would suffer immediately but, after times
passes, the public would be able to see the improvements made at the restaurant chains,
forgive the owner, and begin supporting the business again.
An appeal to audience self-interest is most likely to be effective.
This proven maxim applies to this campaign because it is in the publics’ best interest to
know exactly what goes on behind closed doors in a renowned restaurant. People want

12. to spend their money at a place that displays stable ethics as well as a high degree of
transparency within the corporation. It is unethical to discriminate against an
individual's skin tone or any aspect of their appearance in general. After the apology is
made and changes begin to take place, it will be in the audience's self-interest to show
support for a company that owned up to its mistakes.
A source of information regarded as trustworthy, expert, or authoritative is most
likely to be believed.
This maxim applies to this case due to the fact that Chez will partner with racial groups
to express its regret and make an effort so that no one is forced into a similar situation at
another corporation. The racial group will speak out on their own social media accounts
in support of Chez Bobs. This will allow the public to see that Chez Bobs is fully
comprehends the mistake and is serious about making improvements to the brand as
well as for racial groups in the future.
Participation in, or awareness of, the decision process increases the likelihood of
acceptance.
This maxim applies to this campaign because it is extremely important for Chez Bob to
keep the public informed as it makes changes and strives tocreate an improved work
environment. The public is more likely to be forgiving if they are kept updated and fully
understand what is happening. Transparency will be key in the process of moving
forward.
Self-imposed censorship by the audience in not paying attention or not feeling involved
can vary the degree of opinion or behavior change substantially.
This proven maxim applies because, as stated above, the potential customers act as the
latent public in this scenario. With that in mind, it is essential for Chez Bob to reach
these individuals in as many avenues as possible so that they understand the situation
and the corporation does not earn a bad reputation with individuals who have never
visited the restaurant.