PR project- Chick-fil-A
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Transcript of PR project- Chick-fil-A
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REPAIRING THE RELATIONSHIP BETWEEN
CHICK-FIL-A AND THE GAY COMMUNITY
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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.
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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
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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”
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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 principles2. A 65-year history of providing genuine
hospitality for all people3. A 65-year history of serving families and
communities without a political agenda
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What’s the issue?
• Accused of being anti-gay1. Sponsored an “Art of Marriage Conference”2. Reportedly donated $2 million to groups with anti-
gay agendas3. 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.
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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
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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
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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
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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 is5) Loyalty cuts both ways
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Key Publics
Chick-fil-A’s customersChick-fil-A employees
Gay community/gay rights groups
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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
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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
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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
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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
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Modified Chick-fil-A Website
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EvaluationMonitor 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.
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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