PR Plan for Starbucks Crisis

Background of the Problem

Mission Statement of the company:
- Empowering Employees
- Saving Environment
- Satisfying Consumers

Problem:
- the Company is wasting money
- Mission Statement contradictory to environment
- Wasting Water

Analyzing Organization Performance by using SWOT Analysis
- Strength: acting socially by creating the idea of Ethos Water
- Weaknesses: Wasting water which is against their mission statement
- Opportunities: helping journalist to improve the image
- Treats: Media and environmental groups critics

Objective of the PR Plan:

- Polishing the image of the company
- Correcting the mistake ( wasting water)
- Improving their social role by emphasizing on their strength (Ethos Water)

Research:

Audience Analysis:
- Consumers: is the primary public because it brings profit to the company, they have to restore their credibility by bringing statistics about the company aid.
- Environmental Groups: they are also an important public, the company should elect a spokesman that will explain to these groups the purpose of the company and also work with them to correct the mistake.
- Media: the company should target the media in order to not destroy its image and also use it to improve its image.
- Internal Public: the company should strengthen the ties between its employees and push them to act in the favor of the company.

Achievements:
- Changing the negative outlook that consumers may have about the company
- Changing the dipper wells and using more appropriate tools that support environment.
- Improving the idea of social work by taking actions in different regions
- Improving the relationship between the company and the mass media.