Monday, May 20, 2019

Wendy’s social media smackdown, Part Three… Coalition of Immokalee Workers

Coalition of Immokalee Workers<workers@ciw-online.org>
… A brand’s reputation depends on how it responds to and interacts with customers. Wendy’s missed the mark by choosing to only respond to positive press. It’s a move that could seriously hurt its image and add fire to the protests.

And before reaching that conclusion, Morgan laid out the three reasons why she feels Wendy’s failed so spectacularly to manage the PR crisis confronting the hamburger giant following Amy Schumer’s Instagram post:

Here are three reasons Wendy’s missed the mark by not responding to its customers.

1. Every customer counts. Wendy’s made the cardinal sin of only responding to positive messages from its customers. Every customer counts, no matter if they love or hate the brand. By not addressing the protests and allegations, Wendy’s is leaving some of its customers out and trying to push aside bad feelings with positive press.

2. Take ownership of controversy. Authenticity and transparency are key to surviving any crisis. Ignoring news that it supports unethical farms won’t make the claims go away. If anything, it ignites the protestors even more and gives the idea that Wendy’s has something to hide. Wendy’s needs to take ownership of the controversy by addressing the charges and its customers, even if that means admitting it made a mistake. The longer the company waits, the greater chance that it will lose control of the messaging and not be able to recover...

Coalition of Immokalee Workers
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