PR project- Chick-fil-A
- 1. REPAIRING THE RELATIONSHIP BETWEEN CHICK-FIL-A AND THE GAY COMMUNITY
- 2. Purpose The purpose of this project is to repair the relationship Chick-fil-A has with the gay community. The focus is creating positive ties with the gay community and creating a level of understanding between the two groups.
- 3. 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
- 4. 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”
- 5. 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
- 6. 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.
- 7. 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
- 8. 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
- 9. 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
- 10. 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
- 11. Key Publics Chick-fil-A’s customers Chick-fil-A employees Gay community/gay rights groups
- 12. 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
- 13. 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
- 14. 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
- 15. 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
- 19. Evaluation Monitor viewers' comments on the donated It Gets Better Project video. Evaluate survey results that allow the approval or disapproval of Chick-fil-A's proactive outreach to the gay community. Complete a content analysis of news media covering the protesting gay community's attitude towards Chick-fil-A. - Compare the tones of news media from start of the campaign to the end of the campaign.
- 20. 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 Community's Target Boycott: Sense of Betrayal. Retrieved from http://www.prsa.org/Search/anti%20gay%20marriage
Editor's Notes
- #11: NEEDS TO BE CITED!!!!!-APPLY THESE “LESSONS” TO CHICK-FIL-A