Keywords: DEI in PR, Corporate Social Responsibility, Reputation Management, DEI Case Studies in PR
Brand Values vs. Actions
A central theme that emerges from the cases of Dove, Hurricane and Starbucks is the necessity for organizations to embody their stated values genuinely. Despite its “Campaign for Real Beauty” emphasizing inclusivity, Dove released racially insensitive ads that contradicted its message. This inconsistency undermined the sincerity of its broader campaign and damaged consumer trust. Similarly, Hurricane Katrina highlighted a governmental failure to uphold the value of protecting all citizens as the inadequate response disproportionately affected marginalized communities. Starbucks, which promotes itself as a welcoming “third place,” faced scrutiny when a racial bias incident at one store exposed contradictions in its brand ethos. These examples illustrate how stakeholders are increasingly scrutinizing brands and will hold them accountable for any perceived hypocrisy between rhetoric and reality.
Public Perception in DEI
Each case showcases the challenge of addressing intricate social and political issues, particularly concerning race and social justice. Dove’s repeated missteps demonstrated a lack of deep understanding of racial stereotypes in advertising, damaging its credibility. Dove: A Purpose-Driven Brand in a Crisis of Sincerity: The Struggles to Navigate Rising Expectations of Corporate Responsiblity (n.d.), notes that “With this ad, the public perceived a discrepancy between what the Campaign for Real Beauty purportedly celebrates and how Dove chose to promote its product (Dove: A Purpose-Driven Brand in a Crisis of Sincerity, n.d., p. 2). This quote demonstrated that the failure to deeply understand the implications of their advertising within the context of their brand image led to a failure of public perception. In addition, Slawson (2017) writes that, “the brand was accused of racism over the online advertising campaign and it later admitted it had ‘missed the mark’ with an image posted on Facebook” (Slawson, 2017). The communication failures during Hurricane Katrina exacerbated public frustration, highlighting the challenges of crisis messaging within social inequalities. By confronting implicit bias through company-wide racial bias training, Starbucks acknowledged the need for proactive measures. These examples emphasize that organizations must develop a profound awareness of the social context, in which they operate and carefully evaluate how diverse audiences will interpret their actions.
Reputation Management in DEI
The responses to these crises offer valuable insights into effective crisis management. Dove’s initial attempts to downplay controversy fueled further backlash, forcing the company to later promise internal reevaluations. The miscommunication during Hurricane Katrina resulted in widespread criticism and long-term erosion of public trust in governmental institutions. Hurricane Katrina: A Disaster from Beginning to End (n.d.), notes that “No one knew what needed to be done or said. There was little compassion from FEMA or state of city officials… No one was able or willing to meet the needs of those most affected by Katrina” (Hurricane Katrina, n.d., p. 274). Conversely, Starbucks responded swiftly, issuing public apologies, engaging community leaders and implementing racial bias training. Relihan (2018) writes, “Starbucks will close more than 8,000 U.S. stores for an afternoon of racial bias training for 175,000 employees” (Relihan, 2018). While Dove avoided immediate financial repercussions, its reputation suffered within certain consumer segments, particularly on social media platforms like Twitter. Starbucks bore short-term costs from store closures for training, but ultimately worked to rebuild trust. These cases demonstrate that a sincere, comprehensive response acknowledging harm and outlining concrete steps for improvement is critical to mitigating reputational damage.
Video by ABC News
Stakeholder Engagement and Listening Strategies in DEI
One of the most significant lessons from these cases is the necessity of establishing strong feedback mechanisms and actively listening to stakeholders. Dove’s repeated missteps suggest a failure to internalize racial sensitivity concerns. Hurricane Katrina exposed severe communication breakdowns, hindering the effective dissemination of crucial information to affected communities. However, Starbucks demonstrated the value of proactive listening by engaging directly with those impacted. Starbucks: Two Men Arrested for Doing… Not Much (n.d.), notes that Johnson saying “I want to apologize to the two gentlemen who were arrested and to all of our customers. This is not who we want to be” (Two Men Arrested for Doing… Not Much, n.d., p. 340). This apology by Johnson shows communication with the individuals impacted. Organizations that prioritize genuine listening and incorporate diverse perspectives into their decision-making processes can better anticipate potential crises, respond effectively and maintain stakeholder trust. Finding Authentic Moments; Avoiding #EpicFails (n.d.), notes that “To achieve better social media results, have a diverse social media team that represents your brand’s demographic plus other voices. If your team has a broader gender or ethnicity spread than other teams, include these voices and others” (Finding Authentic Moments, n.d., p. 493). This quote strongly implies the value of incorporating diverse perspectives with any organization a PR professional works in.
The Future of DEI in PR
These lessons hold significant relevance in today’s socially conscious world. Consumers expect brands to operate with transparency and social responsibility. Social media amplifies both praise and criticism, making intentional, culturally aware actions more crucial than ever. As Larry Fink’s letter and consumer spending reports suggest, stakeholders increasingly evaluate companies based on their social purpose and authenticity. Aligning values with actions, navigating social issues sensitively and prioritizing active listening are not just PR strategies, but essential for long-term success. The consequences of failing in these areas can range from reputational damage and consumer backlash to broader erosion of public trust, proving that DEI in PR is not an option, but a necessity for sustainable success.
References
ABC News. (2018, April 16). CEO wants to have meeting with 2 men arrested in Philadelphia Starbucks. YouTube. https://www.youtube.com/watch?v=X_XhhbE4g6M
Dove: A Purpose-Driven Brand in a Crisis of Sincerity: The Struggle to Navigate Rising Expectations of Corporate Responsibility (n.d.). 1-23.
Finding Authentic Moments; Avoiding #EpicFails (n.d.). 492-502.
Hurricane Katrina: A Disaster from Beginning to End (n.d.). 271-278.
Relihan, T. (2018, May 18). What Starbucks got wrong — and right — after Philadelphia arrests. MIT Sloan. https://mitsloan.mit.edu/ideas-made-to-matter/what-starbucks-got-wrong-and-right-after-philadelphia-arrests
Slawson, N. (2020, July 1). Dove apologises for ad showing black woman turning into white one. The Guardian. https://www.theguardian.com/world/2017/oct/08/dove-apologises-for-ad-showing-black-woman-turning-into-white-one
Starbucks: Two Men Arrested for Doing… Not Much (n.d.). 333-352.