Our Strategic Communications Master’s program students will learn about reputation management and crisis management. Crisis management is especially relevant in the digital world.
On March 8, 2021, Burger King, one of the leading fast food chains, posted an ambiguous congratulation on its official Twitter page:
‘‘Women belong in the kitchen’
The message box turned out to be unacceptable to the user and they urgently demanded the removal of the discriminatory status from Soc. From the network. The wave of protests increased even more during the day and cast a serious shadow over the company’s reputation.
At the end of the day, Burger King issued another statement apologizing to the public for sending the wrong message, noting that in this way they wanted to emphasize the fact that only 20% of cooks in the UK are women. As part of its social responsibility, Burger King will introduce special scholarships for women who want to study cooking. At the end of the message we read, ‘’We will do better next time’’.
Crisis management capability(skill) is important for a public relations manager. Develop these and other important professional skills as part of the #Alterbridge Masters Program. Become a future #thought leader and qualified staff of reputation management.