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Counseling Memo


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Counseling Memo

  1. 1. Part  1.  Background  Chick-­‐fil-­‐A  is  a  private,  family  owned  fast-­‐food  restaurant.  It  is  currently  the  second  largest  chicken  chain  in  the  nation.  The  company  has  received  criticism  after  president  and  COO,  Dan  Cathy,  released  anti-­‐gay  remarks.  On  a  radio  interview,  Cathy  said,  “we  are  inviting  God’s  judgment  on  our  nation  when  we  shake  our  fist  at  him  and  say,  ‘We  know  better  than  you  as  to  what  constitutes  a  marriage.’”  Part  2.  Issues  with  audiences     This  statement  affected  several  audiences.  The  gay  community  was  extremely  insulted.  Those  whose  opinions  contrast  Cathy’s  boycotted  the  chain.  Many  others  were  afraid  they  would  be  seen  as  anti-­‐gay  supporters  if  they  purchased  the  product.  As  a  result  sales  decreased.  Irate  customers  who  disagree  with  Chick-­‐fil-­‐A’s  views  are  harassing  employees  in  restaurants,  further  discouraging  employees  from  wanting  to  work  for  a  company  involved  in  a  scandal.  Some  political  figures  and  town  leaders  feared  bringing  the  controversy  to  their  own  areas  and  denied  Chick-­‐fil-­‐A  permits  to  open  new  stores.  In  addition,  the  media  has  released  other  information  on  Chick-­‐fil-­‐A  that  puts  the  company  in  a  bad  light.  For  example,  it  was  released  that  the  Chick-­‐fil-­‐A  was  funding  anti-­‐gay  organizations.    This  further  enraged  the  affected  audiences.    Part  3.  Criteria    PR  agency  must  come  up  with  a  plan  that  shows  Chick-­‐fil-­‐A  is  willing  to  accept  the  modern  day  views  of  same-­‐sex  marriage.    The  plan  must  target  and  appeal  to  all  effected  audiences  while  attracting  positive  media  attention.    1. Chick-­‐fil-­‐A  needs  to  advertise  the  company  as  accepting,  focusing  on  the  relationship  between  Cathy  and  LGBT  leader,  Shane  Windmeyer.    2. Chick-­‐fil-­‐A  needs  to  keep  advertisers  happy  by  any  means  possible  in  order  to  not  lose  anymore  over  this  controversy.    3. Chick-­‐fil-­‐A  should  continue  to  respect  its  employees  and  protect  them  from  harassment.      Part  4.  Analysis  of  options    Chick-­‐fil-­‐A  should  apologize  for  the  comments  made  by  the  CEO  and  focus  on  moving  their  funding  from  anti-­‐gay  groups  to  pro  same-­‐sex  marriage  groups.    Pro:  Old  customers  offended  by  comments  will  return.  Company  will  be  shown  in  a  better  light.    Con:  Conservative  customers  may  leave  the  company  and  take  their  business  elsewhere.    This  solution  satisfies  all  3  of  the  criteria.    
  2. 2. Chick-­‐fil-­‐A  could  also  stick  to  its  beliefs  but  keep  them  separate  from  business.    Pro:  The  company  is  showing  they  stick  to  their  morals  and  beliefs.  Con:  Customers  are  still  upset  and  stop  shopping  at  Chick-­‐fil-­‐A.  This  solution  satisfies  criteria  2.  Solution  fails  to  satisfy  criteria  1  and  3.    Part  5.  Recommendation     The  agency  recommends  the  first  option.  This  option  will  bring  consumers  back  to  stores,  increase  sales  and  keep  the  employees  safe.  It  will  also  illustrate  Chick-­‐fil-­‐A  as  tolerant  and  accepting  company.  All  outcomes  will  shine  a  positive  light  on  Chick-­‐fil-­‐A  to  improve  its  reputation.