The impact that social media has had on the public relations field is definitely noticeable, especially in handling a crisis situation and trying to protect a corporate reputation. One recent case that has gotten international attention across multiple platforms is the Whole Foods case study.
It all began with CEO John McKay of Whole Foods wrote an op-ed piece that appeared in the Wall Street Journal where he presented an alternative towards President Obama’s health care proposal. The result has created a media and stakeholder firestorm where various groups are calling for boycotts of Whole Foods and their products. Many social media groups have been formed towards this case – including Facebook to name a few.
This is an interesting case to look at in terms of the impact of the CEO on a corporate reputation, and how social media has given individuals the opportunity to voice their opinions and create discussions virtually. McKay has been noted as being very direct with his statements – which influences his personal reputation and how is now being perceived in the media as well as the global community. In response towards the crisis, McKay was quoted in saying “I gave my personal opinions… [the] company has no official position on the issue.”
What is amazing is that these discussions are then being put to action among multiple stakeholders. From organizing different groups together to having a corporation responding to what is being said on these social media outlets (ex. Twitter), and then releasing strategic and crafted statements. Also, it is also noted on what Whole Foods is doing with their internal audiences (ex. employees) – who are considered to be a key stakeholder group and possible brand ambassador for the corporation during this crisis situation. Whole Foods has reached out to these individuals by creating an internal web site and forum to discuss the various issues.
The key for Whole Foods is that they have to be on top of all various platforms – from the traditional media to the social media – and manage their online and corporate reputation effectively. What I found amazing is that usually – if a corporation is facing a crisis – they are not necessarily addressing these concerns on their web site. However, Whole Foods has a topic directly on their web site on their forum page that discusses the Health Care reform. This way, people are able to communicate and discuss this issue with others – this strategy is helping Whole Foods appear transparent and open to communication with their target audiences online.
It is going to be interesting to see how this situation develops – it is an interesting case to look at from a public relations standpoint since it encompasses many different fields – from political public relations, health communication, social media, and crisis communication and reputation management.
Have a great day!
Best Wishes,
Karen
UPDATE: Simon Owens recently wrote a blog post discussing on how the protestors of Whole Foods are implementing and using social media to get their message out to their target audiences and forming groups for the boycott. Interesting insights and it is important to look at all of the individual perspectives in a PR case study and situation.
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