Earlier this month the Italy-based pasta maker Barilla has come under fire for the remarks the company’s CEO made regarding gay actors not being a part of the company’s ad campaigns. Barilla CEO Guido Barilla’s remarks have trigger worldwide outrage and boycotts of the company’s products.
Barilla has since met with LGBT organizations in Europe and the United States to appease anger and frustration, but many fear the damage is done. Italy’s economy has been in shambles recently as the global economy continues to struggle. Losing the American market would prove to be devastating to Barilla.
This a common issue that has reared its ugly head recently (Chick-fil-A, 2012). As average people, we are not the only one’s who are allowed to share their opinions. Leaders of organizations are also allotted the same privilege, but why risk the company’s success by publicizing controversial stances on hot-button social issues?
It is difficult for the PR counsel for these organizations because they are forced into a reactive, brand management role. It is, however, difficult to be proactive in these situations. You can’t exactly tell the CEO of a company not to voice his/her opinion. The issue quickly becomes a crisis management task. If sales begin to plummet and boycotts are evident, it is necessary to enact a plan to “stop the bleeding.”
http://www.nydailynews.com/life-style/eats/barilla-fix-anti-gay-scandal-article-1.1506397
What can Barilla, and other organizations in similar tumultuous situations do to revive their image in cases like these?
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