Media Kit

Presented By:

OLYMPUS
public relations group

Whats Inside
Thank-You Note............................................................................3
PR Brief..........................................................................................4
Mock PR Budget...........................................................................8
Talking Points................................................................................9
Pitch Note..................................................................................10
Backgrounder..............................................................................11
Press Release with Boilerplate...................................................12
Feature Article............................................................................13
Fact Sheet...................................................................................16
Media Advisory...........................................................................17
Contact Information...................................................................18

Thank-You Note
Dear Mr. Howard Schultz,
Olympus PR Group would like to thank you for this opportunity to represent your company during this
time. We understand your concerns with going public in addressing the issues regarding your companys
recent campaign and would like to assure you that we will do all that we can to make amends with all
parties who misunderstood the Race Together campaign goals and restore the Starbucks brand back to
its thriving state. Before beginning this process there are a few bits of information we would like to share
with you.
Potential Issues
Upon doing research on the feedback your company received from audiences, weve learned that the images your company approved to be the logo for the campaign depicted only one race. Each image consisted of a White American baristas hands holding a Starbucks cup with the phrase Race Together written
on the side. Although this might have been a small oversight in your advertising department, it set a different tone for your campaign. Had the images included multiple hands from multiple races, the narrative of
your intended campaign would have been much stronger and better received by your target audience.
The next issue we came across is also an opportunity. Some of your audience believed that the conversation of race was not an appropriate conversation to take place in Starbucks. Such comments serve as
an opportunity to shed light that the conversation of race is not limited to specific geographic locations,
just as it should not be limited to specific groups of people having them. We can use these comments to
emphasize the Race Together being a campaign to bring different groups of people together and discuss
topics to create a better community and change the world.
Moving forward, expected outcomes are as followed:
Apologize to the affected parties for the unclear narrative the initial campaign expressed
Gain control of social media conversations, redirecting the narrative
Continue the campaign with revisions
Once again, we thank you for this opportunity and are looking forward to working with you to restore the
image of your company. If you have any questions, comments, or concerns please do not hesitate to reach
out to us via phone, fax, or email as our contact information is listed above.

OLYMPUS
public relations group

PR Brief

OLYMPUS
public relations group

Table of Contents
Background...................................................................................6
Simultaneous Initiatives...............................................................6
Target Market...............................................................................6
Strategic Goals..............................................................................6
Tactics...........................................................................................7
Key Messages................................................................................7
Timeframes...................................................................................7
Administration..............................................................................7
Budget...........................................................................................7
Measures of Success.....................................................................7
Recommendations........................................................................7

1) Background
In recent days, Starbucks has faced criticism from the public about the recent attempt to enact the Race
Together campaign. The Olympus PR Group sees this current problem as an opportunity to respond
to the backlash of the campaign and continue forward. The Olympus PR Group wants to illustrate to
the public the genuine intentions of the campaign, how Starbucks is an appropriate company for the
conversation and how the campaign will move forward based on the feedback received. Starbucks has the
opportunity to reframe the Race Together campaign in a way that acknowledges the concerns of the
public, while continuing the conversation of race.
2) Simultaneous Initiatives
During our discovery call with one of the public relations practitioners at Starbucks, our team came
to realize that Starbucks has several other initiatives they are focusing on right now. While the Race
Together campaign was one of the initiatives, another focus that we recognized was starting the
Starbucks delivery service in Seattle and New York City.
Our teams recommendation is that those that were tasked to help create the Race Together campaign
work with our team when needed to help respond to the concerns and questions that came with the
launch of the campaign. Additionally, we believe that it is necessary to resolve this problem and focus all
efforts on this issue above anything else. While it is important to continue normal business activities, we
will need additional hands within the Starbucks Company to help answer questions. With that being said,
some members who were working on the delivery launch may have to take time to assist us to fix this
public relations problem quickly.
3) Target Markets
Based on our understanding of Starbucks and of those who reacted negatively to the campaign, we wish
to reach the following target markets:

Primary: Those who were personally offended or upset by the Race Together campaign, or did
not feel Starbucks had the right to begin this conversation

Secondary: Those individuals, who reacted and addressed concerns to the campaign on social
media, specifically twitter

4) Strategic Goals
Our strategic goals are:

1) To address concerns regarding the Race Together campaign,

2) To regain credibility and acceptance of consumers, especially those offended;

3) To explain how Starbucks is an appropriate company to discuss the topic;

4) To address how the campaign will proceed, based on feedback received and address how

despite backlash, the campaign will move forward

5) Respond to negative tweets on Twitter that use the #racetogether

6) Hold a press conference where all questions can be answered and questions can be clarified

5) Tactics
Our team will achieve the strategic goals through the following tactics:

1) Pitch to local, national press a statement regarding the Race Together with a formal apology

and a proper explanation of the purpose

2) To secure at least one national morning show where a spokesperson of Starbucks can speak

of the campaign
6) Key Messages

1) We want to express Starbucks genuine intentions behind the creation of the

Race Together campaign
2) Highlight how Starbucks is an appropriate company for the conversation
3) We strive to acknowledge the concerns of the public and illustrate how we will move forward
with the concerns in mind
4) We want to make known that we will continue the Race Together campaign, despite the
backlash, and how we will be moving forward
5) Emphasize that public opinion is welcomed in the continuation to the campaign

7) Timeframes
Olympus PR will immediately begin our public relations efforts. The final address about how Starbucks
will move forward with campaign will be made on April 21st. At this time, all necessary statements will be
completed.
8) Administration
Olympus PR will be handling all of the public relations efforts. We do request, however, that someone
from Starbucks be on call at all times in case we have questions and need clarification.
9) Budget
The total recommended budget will be $11,680.
10) Measure of Success
We will deem our efforts successful if we are able to get one positive article in The New York Times, and
make front page news in The Seattle Times. We will also recognize the success of this campaign if the
changes and updates made to the campaign are broadcasted on one national morning show. In addition,
we will measure success through social media. We will consider that there was success on social media
if there are over 5,000 tweets positively using #racetogether. Additionally, if Starbucks receives 1,000
positive mentions on Facebook and 3,000 mentions on twitter, our response to the backlash of the Race
Together campaign will have been a success.

OLYMPUS

OLYMPUS

public relations group

public relations group

Talking Points
Introduction: Spokesperson

- Good morning, welcome to Starbucks Headquarters, introduce CEO and partner from Starbucks

- I am glad you have taken the time to come here to hear our response to the Starbucks Race

Together campaign
Apology-CEO

- We sincerely apologize if we have offended anyone through the launch of this campaign

- Starbucks had genuine intentions in creating this campaign, and we believe this is an important

conversation to be had

- Additionally, we believe it is important to reinforce that Starbucks is in fact, an appropriate company

to start this conversation

- We want to emphasize how acknowledge the publics concerns, and appreciate the feedback to help

us improve the campaign
Moving Forward-CEO

- We plan to continue the campaign, the backlash of the campaign will not halt the efforts, as Starbucks

is an appropriate place for this dialogue

- We have acknowledged the feedback, both positive and negative, and have taken into consideration

the comments for our further efforts with the campaign

- We our taking back the conversation of race by:

- Based on feedback, the graphics for the campaign will been changed to show more than one
race

- Additionally, we will be bringing on more partners to work on social media

- Work to respond to comments from the initial launch

- In the future, join in the conversation with consumers

-We will be creating surveys to gain feedback from the public as the campaign progresses, to

keep the consumers opinions in consideration

- Also, we will continue the use of #racetogether on social media to further the conversation of

race, as we do believe we are an appropriate place for the conversation

- We encourage further comments and feedback from the public on how to continue to improve the
campaign

- Starbucks looks forward to continuing the conversation of race
Thank you for your time, please feel free to ask any remaining questions you may have.

Pitch Note

April 7, 2015
Dear Sydney,
I have been reading your coverage on the Starbucks Race Together campaign and
I wanted to inform you of an initiative the company is starting. Due to the backlash the
company received from the initial launch of the Race Together campaign, we will now
be focused on addressing concerns and answering questions.

Firstly, we still believe it is important for Starbucks to participate in this discussion
on race because:
We believe speaking over a cup of coffee is a way to spark conversation
We are a company with a belief in diversity and equality
Our higher management, including our CEO, Howard Schultz, supports the discussion on
race.

In your initial article pertaining to the campaign, you raised some great concerns
from the public. We want your readers to have their questions answered.

Thank you and I will be in contact with you within the next few days with more
information on the topic.
Olympus PR Group
olympusprgroup@gmail.com
206.459.0687

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Backgrounder

Since 1971, Starbucks has been serving coffee and trying to make the world a
better place. It all started in Seattles historic Pike Place Market, and a few years later in
1981, Howard Schultz, the current chairman, president, and chief executive officer, first
walked into a Starbucks store. A year later, he joined the team and has been working to
bring the Italian coffeehouse tradition back to the United States.

A large part of this tradition is a sense of community and connection. That is why
in December, Starbucks announced the compendium called Race Together. The first
installment was to have Starbucks baristas voluntarily write Race Together on cups in
support of diversity and dialogue. This compendium is a year-long effort, and this first
installment finished, as planned, on March 22, 2015.

Although the aim of this first installment was to help generate a conversation about
inclusivity, diversity, and compassion, the public seemed to be disappointed and confused
by the message. Those that have criticized the message have called it opportunistic after
the national race issues have been in the spotlight, specifically police brutality with black
males. Others have thought that Starbucks was not the place to be sending this message,
calling it inappropriate. People do not agree that Starbucks workers could spark the deep,
important conversation in a coffee shop. Another issue that has come out of this is the
appropriateness of Starbucks, as a company, to generate this compendium. As a company,
the senior management is not racially diverse.

The campaign, Race Together, will continue its year-long mission despite its
criticism. However, this criticism must be responded to so that the original goal of
opening a constructive dialogue about race in the United States may continue.

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Press Release with Boilerplate

Media Contact:
Olympus PR Group
TEL: 206.459.0687
EMAIL: olympusprgroup@gmail.com
FOR IMMEDIATE RELEASE
CEO of Starbucks Speaks Out On Race Together Campaign

Seattle--April 6, 2015--Late this afternoon, Howard Schultz, the CEO of Starbucks,
released a statement addressing the recent controversy about the Race Together
Campaign and stated that despite the negative reactions, the campaign will continue.
Mr. Schultz publicly apologized for the misrepresentation of the campaign and noted the
failures of the initial launch.

Schultz stated, Our objective from the very start of this effort -- dating back to
our first open forum in Seattle last December -- was to stimulate conversation, empathy
and compassion toward one another, and then to broaden that dialogue beyond just our
Starbucks family to the greater American public by using our scale for good.

Moving forward, Mr. Schultz expressed specific changes that will be made
before re-launching the campaign. This will begin with the redesign of all campaign
advertisements and logos, which originally represented one race. Mr. Schultz will take
into account the concerns of the public as the campaign moves forward.
About Starbucks
Starbucks is a roaster and retailer of whole bean and ground coffee, tea and spices
that was founded in 1971 as a single store in Seattles Pike Place Market. Today we are
proud to serve more than a million customers every day with more than 21, 000 retail
stores in 66 countries. Weve always believed in serving the best coffee possible and its
our goal for all of our coffee to be grown under the highest standards of quality, using
ethical sourcing practices as our mission is to inspire and nurture the human spirit -- one
person, one cup, and one neighborhood at a time.

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###

Fact Sheet
April 2015
The Story
Starbucks wanted to spark conversations about race because the topic is rarely encouraged in a coffee shop
setting or discussed in the corporate world.
In December 2014, Starbucks employees gathered in six major cities to discuss race relations and issues pertaining to the subject. The conversation continued over the next three months as over 2,000 Starbucks partners/employees met to discuss the issue at open forums in Oakland, Los Angeles, St. Louis, New York and
Chicago.
The result was the formation of a yearlong initiative to cultivate an environment for conversation, compassion
and positive action in regards to race in America. The Race Together campaign is the first installment of the
yearlong initiative.
Baristas who had been part of the discussions began writing race together on customers cups to spark conversation. Starbucks baristas from around the country were encouraged to join them on March 16th.
Customers and partners were encouraged to use the hashtag #racetogether in order to join the conversation.
The Backlash
Since the campaign took off in mid-March, the public has responded critically of Starbucks. Advertisements
from the company pertaining to the campaign featured solely white hands holding coffee cups. People thought
this white-male dominated corporation was not the right setting for a conversation on race. Twitter became
the biggest field for commentary on the subject.
Moving Forward
Despite the backlash, Starbucks will be continuing with the campaign. Starbucks is the right company to address this issue because we all have the right to address the issue. The company will be addressing the concerns of the public via social media and the press. More partners will be hired to keep up with the conversation
on social media, specifically on Twitter. The hashtag #racetogether will continue to be used. Graphics for the
campaign will be changed to reflect more than a single race. Public opinion drives this conversation and therefore surveys will be sent out periodically to gauge public opinion on the campaign.
For More Information
If you have questions or would like more information, contact Olympus PR Group at 206-459-0687 or at olympusprgroup@gmail.com

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Media Advisory
FOR IMMEDIATE RELEASE
Media Contact:
Olympus PR Group
TEL: 206.459.0687
EMAIL: olympusprgroup@gmail.com
April 19, 2015

MEDIA ADVISORY
On March 22, 2015 Starbucks launched a new campaign, Race Together, to raise the conversation
of race, which quickly received negative feedback from consumers across the nation. Due to the
misinterpretation of the campaign, Starbucks will be hosting a press conference highlighting the initial
goals of the campaign and addressing the future of the campaign.

WHO:

Howard Schultz, CEO of Starbucks

WHAT:

A press conference about Starbucks plans to continue the Race Together

campaign despite the negative feedback received at initial launch

WHEN:

April 21, 2015 8:00AM

WHERE: 2401 Utah Avenue

South Seattle, Washington 98134

Conference Room 516

WHY:

The conference will be held to address the recent controversy involving the launch
of the Race Together Campaign, future implications of the campaign, and
answer questions regarding the campaign.

There will be a question and to answer segment after the press conference with
Howard Schultz following the press conference.
For more information contact vrjoseph@syr.edu

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Contact Information

OLYMPUS
public relations group

phone:

206.459.0687

email:

olympusprgroup@gmail.com

address:

701 5th Avenue, Seattle, WA 98101

contact:

Joyce LaLonde
Vanessa Joseph
Nicole Sherwood
Amy Hahn

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