Pepperdine Journal of Communication Research Volume 7 Article 4 2019 $16.7 Million To Save One Reputation: How Starbucks Responded Amidst a Racial Sensitivity Crisis Monica Avila Pepperdine University,
[email protected] Hannah Parkin Pepperdine University,
[email protected] Sabrina Galoostian Pepperdine University,
[email protected] Follow this and additional works at: https://digitalcommons.pepperdine.edu/pjcr Part of the Communication Commons Recommended Citation Avila, Monica; Parkin, Hannah; and Galoostian, Sabrina (2019) "$16.7 Million To Save One Reputation: How Starbucks Responded Amidst a Racial Sensitivity Crisis," Pepperdine Journal of Communication Research: Vol. 7 , Article 4. Available at: https://digitalcommons.pepperdine.edu/pjcr/vol7/iss1/4 This Article is brought to you for free and open access by the Communication at Pepperdine Digital Commons. It has been accepted for inclusion in Pepperdine Journal of Communication Research by an authorized editor of Pepperdine Digital Commons. For more information, please contact
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[email protected]. Pepperdine Communication Research Journal 24 $16.7 Million To Save One Reputation: How Starbucks Responded Amidst a Racial Sensitivity Crisis Monica Avila, Hannah Parkin & Sabrina Galoostian Written for COM 492: Public Relations Case Studies and Insights (Dr. Klive Oh) Organization Profile worldwide (Starbucks). The company first Overview of Case opened its doors in 1971 to the city of Seattle, In April of 2016, two black men were Washington with the goal of serving the world’s sitting in a Starbucks store (Gayle, 2018) when an best cup of coffee. Howard Schultz, past employee claimed they had to leave since they had chairman and chief executive officer of Starbucks, not made a purchase.