Situation overview:

The manager of a fast food franchise was accused of making a racial slur to a customer. The story was picked up nationally and the situation further escalated when the manager threatened the reporter who broke the story at the local news station.

PROI member Role:

A PROI Worldwide Americas Crisis Group partner was brought on by the franchise's parent company to keep the situation out of the press and prevent further reputational damage. The strategy developed for the client included:

• Developing key messages that addressed the allegations and positively positioned the company;
• Emphasizing transparency while communicating that any violation of human rights would not be tolerated;
• Coordinating meetings between the company and the reporter at the local station;
• Collaborating with legal counsel to craft a letter to the franchisee explaining that any behavior continuing in this manner would be a violation of the franchise agreement; and
• Monitoring and managing the company's social media channels.

Results:

Through discussions with the company and exposure to key messages, the reporter concluded that the situation was an internal matter and not news. He understood the company did not support the behavior of the franchisee or manager, and that it was taking the necessary steps to rectify the situation. No further stories appeared in the media.