Taking Food Fights Online: Analysis of Chipotle’s Attempt to Cultivate Conversation with \u3cem\u3eThe Scarecrow\u3c/em\u3e Video

This study examines Chipotle’s use of The Scarecrow, an animated YouTube video, to initiate conversation about food sustainability issues. Results illustrate publics were highly engaged in conversation with one another, even though the organization did not directly engage with publics or employ principles of dialogic communication. We highlight the importance of network approaches to studying online interaction between stakeholder groups for public relations scholars interested in dialogical theory frameworks

Understanding Dialogue and Engagement Through Communication Experts’ Use of Interactive Writing to Build Relationships

Dialogic communication is an important public relations theory, yet scholarship has found few organizations using it to its full potential. Meanwhile, multiple overlapping definitions exist for related terms like engagement, interactivity, and responsiveness, causing potential confusion for researchers and professionals. This research reports the results of in-depth interviews with top digital public relations professionals regarding how they use interactive writing, a form of social media engagement, to build relationships. Through their own unprompted words, the research also describes how professionals use terms such as dialogue, engagement, interactivity, and responsiveness, and corresponding definitions, to refer to their daily work. Our model clarifies relationships between similar concepts and recommends areas of future research to advance theory informed by practic

Farmed and Dangerous? A Case Study of Chipotle’s Branded Entertainment Series and Polarized Reactions to its Satirical Depiction of Farming and Agribusiness

This study follows Chipotle’s innovative strategy of using branded entertainment and satire to enhance its brand image and positive consumer perceptions, while negatively portraying an entire industry. The study explores audience reactions to Chipotle’s satirical Farmed and Dangerous program, part of the company’s broader “Food with Integrity” campaign. Increasing agricultural literacy and understanding among the general public is a priority (Doerfert, 2011). Yet marketing communication campaigns—and responses or reactions to those campaigns—that simplify issues into distinct “sides,” or focus on attacks, prevent deep discussion of the complexity of our food system and efforts to collaborate on solutions. Research presented uses a case study, supported by focus group methodology and in-depth survey responses of YouTube commenters, to examine consumer and stakeholder reactions to Chipotle’s content. Findings reveal sharply divided reactions and significant anger and frustration within the agricultural community toward Chipotle for its satirical portrayal of the food production industry. Findings also reveal generally positive attitudes toward Chipotle from those without agricultural experience, and clear perceptions of “sides” in the food debate. Discussion of Chipotle’s marketing strategy explores whether the negative sentiment the company has generated among agricultural stakeholders through efforts like its Farmed and Dangerous webisode series is worth it for the brand, considering the broader positive image the company has gained among much of the general public, as well as related implications for the company linked to more recent struggles with food safety issues and attacks from political groups

Humboldt Bay Region Sea Level Rise Data Synthesis: Executive Summary

In May 2011, The Humboldt Bay Initiative (HBI) contracted Pacific Watershed Associates (PWA) to conduct a data synthesis project with the goal of identifying and characterizing existing geospatial information and modeling tools relevant to sea level rise planning and adaptation for the Humboldt Bay region

A Disturbance in the Force: Cellular Stress Sensing by the Mitochondrial Network

As a highly dynamic organellar network, mitochondria are maintained as an organellar network by delicately balancing fission and fusion pathways. This homeostatic balance of organellar dynamics is increasingly revealed to play an integral role in sensing cellular stress stimuli. Mitochondrial fission/fusion balance is highly sensitive to perturbations such as loss of bioenergetic function, oxidative stress, and other stimuli, with mechanistic contribution to subsequent cell-wide cascades including inflammation, autophagy, and apoptosis. The overlapping activity with m-AAA protease 1 (OMA1) metallopeptidase, a stress-sensitive modulator of mitochondrial fusion, and dynamin-related protein 1 (DRP1), a regulator of mitochondrial fission, are key factors that shape mitochondrial dynamics in response to various stimuli. As such, OMA1 and DRP1 are critical factors that mediate mitochondrial roles in cellular stress-response signaling. Here, we explore the current understanding and emerging questions in the role of mitochondrial dynamics in sensing cellular stress as a dynamic, responsive organellar network

The Lands’ End Content Marketing Debacle: A Cautionary Tale of a Retailer’s Inadvertent Foray into Polarized Politics

In February 2016, the clothing retailer Lands’ End found itself at the center of a public relations crisis linked to its decision to feature an interview with women’s rights activist Gloria Steinem on the company’s website and in its catalog. As part of a new “Legends Series” of interviews, the profile described Steinem as “The woman who paved the way.” Although the piece didn’t directly reference Steinem’s support for abortion rights, many customers took to social media to express anger at Lands’ End for choosing to feature Steinem. Facebook and Twitter posts accused Lands’ End of glorifying “a pro-abortion feminist” and ignoring the views of its “family friendly” customer base. Along with boycott calls from consumers, several Christian and Catholic schools threatened to end school uniform contracts with Lands’ End due to the “pro-abortion agenda” touted in the company’s catalog. Lands’ End quickly removed the interview from its website, and issued an apology explaining the profile series was meant to honor pioneering individuals and that the company had not intended “to take any political or religious stance.” Instead of ending the controversy, however, Lands’ End quickly found it had newly angered many consumers on the opposite end of the political spectrum. Social media backlash and calls to boycott came from those who supported Steinem and her politics. Along with analysis of the Lands’ End case, the chapter discusses relevant academic literature and highlights other recent cases in which companies, intentionally and unintentionally, have become ensnared in highly charged political debates

Insights from Industry Leaders: A Maturity Model for Strengthening Communication Measurement and Evaluation

Much scholarship has been devoted to identifying barriers that prevent the advancement of communication measurement and evaluation. This research focuses on the characteristics, objectives, and practices of chief communication officers (CCOs) with successful measurement and evaluation programs. Three key dimensions of practice emerged from in-depth interviews: communication executives’ measurement practices and evaluation programs were used to adjust communication strategies; were aligned with other business units; and were integrated with business priority plans. Interviewees also focused on the ability of communication measurement practices and evaluation programs to provide insights for executives, to align communication with the work of other business units, and to connect the organization with the outside environment and stakeholders. This study extends strategic communication scholarship by discussing how overcoming barriers and advancing measurement and evaluation work relates to roles adopted by organizational leaders. This article also offers a preliminary, scalable maturity model that aids in the development, formalization, and optimization of strategic communication measurement and evaluation. This study demonstrates the capacity for communication evaluation to overcome perceived barriers, realize appropriate stature with organizations, and grow communication functions accordingly