The best way to manage the damage from a PR crisis is to avoid it altogether, right? In a blink-and-you’ll-miss-it story, Starbucks scored a pre-emptive crisis comms win last Friday by closing the branch located in Newtown, Connecticut—the same town where a gunman killed 26 people, most of them schoolchildren, last December.
Why? Because several gun rights advocacy groups declared August 9th “Starbucks Appreciation Day” and planned to celebrate the fact that the company does not prohibit weapons inside its stores issue by, yes, bringing their guns to the coffee shop for a publicity stunt.
That’s not all: