Describe a community relations initiative taken on by a corporation that was controversial. What was the impact to the company and how did the corporate communications manage any damage? If you were managing the PR communications, how would you have handled the outcome?

What will be an ideal response?

Student answers will vary. Several cases were introduced in this chapter, such as Starbucks’ “Race Together” campaign and Navistar’s “Drive to Deliver” campaign. Another issue might include Target’s transgender bathroom controversy. Students should identify the issue, state any outcomes (positive or negative), and how the company responded. For example, Target announced a policy in 2016 allowing any customer at any time and for whatever reason to use bathrooms of the opposite sex in its stores. Target’s stock prices plummeted and earnings dropped. Target executives have stood by the policy but also plans to spend $20 million to install single-use restrooms in its stores. Students should describe the impact to the company and suggest how they would have handled the crisis.