Reputation Management in the Case of Paula Deen
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The document details the public relations crisis involving Paula Deen and the Food Network, highlighting her controversial remarks and their impact on brand perception through social media analysis. Findings indicate a shift in public sentiment after Deen hired a crisis management firm, with support for Food Network's decision to fire her decreasing significantly. The analysis utilized Crimson Hexagon's Forsight platform to gauge consumer opinion dynamics during the crisis period from mid-April to late June 2013.
Reputation Management in the Case of Paula Deen
- 1. PROPRIETARY & CONFIDENTIAL PR CRISIS PAULA DEEN & FOOD NETWORK
- 2. PROPRIETARY & CONFIDENTIAL On June 19, the media released the transcript of a deposition involving Paula Deen where she acknowledged using the N-word, talked about wanting to plan a plantation-themed wedding, and shared that she is amused by racist and anti-Semitic jokes. “I can’t, myself, determine what offends another person.”
- 3. PROPRIETARY & CONFIDENTIAL How can PR agencies strategically leverage social media analysis during a crisis?
- 4. PROPRIETARY & CONFIDENTIAL CASE STUDY: PAULA DEEN & FOOD NETWORK Content Sources: Summary: Using Crimson Hexagon’s ForSight™ platform, we analyzed consumer perception of Food Network during the two months prior to the public relations crisis as well as the social conversation surrounding Paula Deen as the crisis unfolds. Date Range: April 19, 2013 – June 27, 2013
- 5. PROPRIETARY & CONFIDENTIAL BRAND PERCEPTION: FOOD NETWORK FINDINGS: • In the two months prior to the PR crisis, 91% of the entire conversation about Food Network was positive • Largest driver of positive conversation was consumer engagement with the many shows on Food Network (35%) Consumer Opinion of Food Network (4/19/2013–6/19/2013)•141,090Relevant Posts
- 6. PROPRIETARY & CONFIDENTIAL BRAND PERCEPTION: FOOD NETWORK FINDINGS: • In the span of only ninedays duringheight of the crisis, there were almost as many posts about Food Network as there were during the two monthsprior • 25%of the overall conversation supported Food Network’s decision to fire Paula Deen • 27% disagreed with Food Network’s decision Consumer Opinion of Food Network (6/19/2013–6/27/2013)•105,344Relevant Posts
- 7. PROPRIETARY & CONFIDENTIAL On June 21, Paula Deen was a no-show for the TODAY Show. She was also fired by Food Network and posted two bizarre apology videos on YouTube. On this day, 54% of the conversation surrounding Food Network expressed support of their decision, while 41% voiced their criticism.
- 8. PROPRIETARY & CONFIDENTIAL Within a few days, Paula Deen hired Smith & Company, a public relations firm specializing in crisis management. On June 26, Paula Deen agreed to appear on the TODAY Show.
- 9. PROPRIETARY & CONFIDENTIAL BRAND PERCEPTION: FOOD NETWORK Consumer Opinion of Food Network (4/19/2013–6/27/2013)•242,601Relevant Posts FINDINGS: • When Paula Deen hired the PR firm,Smith & Company, we saw a notable shift in conversation surrounding Food Network • OnJune 26, only 11% of posts expressed support for Food Network’s decision to fire Paula Deen, while over 33% opposed it
- 10. PROPRIETARY & CONFIDENTIAL FOOD NETWORK & PAULA DEEN Consumer Opinion of Food Network & Paula Deen (6/19/2013–6/27/2013)•1,934Relevant Posts FINDINGS: • In this context, 61% of conversation disagreed with Food Network’s decision to fire Paula Deen, while 39% were supportive Considering the sizable shift in proportionality of the brand-level conversation, we then looked at the online conversation in which consumers only discussed Paula Deen and Food Network within the same context.
- 11. PROPRIETARY & CONFIDENTIAL FOOD NETWORK & PAULA DEEN Consumer Opinion of Food Network & Paula Deen (6/19/2013–6/27/2013)•1,934Relevant Posts FINDINGS: • Conversation was an even split untilJune 24 when 94% supportedFood Network’s decision • OnJune 26, after Paula Deen hired the PR firm and appeared on the TODAY Show, 70% criticized Food Network’s decision while only 30% expressed support
- 12. PROPRIETARY & CONFIDENTIAL KEY TAKEAWAYS: PAULA DEEN & FOOD NETWORK In the days following Paula Deen’s hiring of the PR firm., an increasing proportion of consumer commentary opposed Food Network’s decision to fire the celebrity. Based on analysis of social media conversation, we discovered that Smith & Company successfully altered public perception of Paula Deen, evidencing the effectiveness of their strategy.
- 13. PROPRIETARY & CONFIDENTIAL Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform delivers the industry’s most comprehensive Big Data analysis capabilities for a variety of large-scale data sources. Clients include leading global organizations such as: Microsoft, Samsung, Paramount Pictures, General Electric, Starbucks, Twitter, and many more. For more information go to: http://www.crimsonhexagon.com. CRIMSON HEXAGON
- 14. PROPRIETARY & CONFIDENTIAL Learn More About Crimson Hexagon’s ForSight ™ Platform Click Here for An Introduction To