Howard Schultz Claims #RaceTogether Is Not a Stunt

Starbucks is going to be fine, everyone. The coffee company's PR chief Corey duBrowa has returned to Twitter after hiding from his trolls for less than 24 hours, and now its CEO/Everyman Howard Schultz claims that the whole thing was definitely not "some marketing or PR exercise." Everyone in the agency world just rolled their eyes. Why I deleted my Twitter account, and why I’m back: https://t.co/YfZOCvCPB1 — Corey duBrowa (@coreydu) March 17, 2015 University of Washington PR professor Ralina Joseph told The Seattle Times that Starbucks "should have offered a more specific attack on racism — such as addressing how few minorities there are in the company’s top ranks." Still, this was not just a thoughtless exercise in self-promotion: Schultz scored a TIME cover story last month that led with his decision to "hold open meetings...where Starbucks employees from top managers to entry-level baristas could speak frankly about their experiences with racism." But the criticisms continue. A few public figures have responded positively, but they are rare exceptions. In the face of so much conflict, it's warming to see an effort rooted in dialogue. #RaceTogether — Rep. Emanuel Cleaver (@repcleaver) March 17, 2015 Starbucks would almost certainly rather talk about its pending delivery service and its sixth "2 for 1 stock split," but a review of the materials from its annual shareholders' meeting shows that Schultz is, at least, somewhat realistic about the #RaceTogether campaign. The video isn't embeddable, but in it Schultz says: "I'm not going to stand here and tell you that Starbucks itself is going to solve the centuries-old problem of racism in America...we're going to try and demonstrate a level of respect, of leadership and concern, that we can make a difference." Schultz then elaborates on the company's plans to "attempt...to hire at least 10,000 [underprivileged] youth over the next three years." From Starbucks' own board member and finance executive Mellody Hobson (who is herself African-American): "Race today is one of the most controversial...issues we can discuss. We've certainly seen that in the last 24 hours, right? It's time for us to get comfortable with an uncomfortable conversation about race." So there's little doubt that Schultz -- whatever his plans may be -- takes this campaign seriously.

Social Pro Daily

Howard Schultz Claims #RaceTogether Is Not a Stunt

We're starting to believe him.

Patrick Coffee

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Patrick Coffee