Starbucks Communication

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The Starbucks website has been updated regularly with news about the company’s response to COVID-19. Near the top of the page is a link to “At-a-glance: What customers need to know about Starbucks response to COVID-19.”

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The big news is that stores will offer only drive-thru service for the next two weeks. In a letter to Starbucks partners (employees), the company promised 30 days of pay whether they work or not.

Discussion:

  • Analyze both the public website and the letter to partners. Describe the audiences and communication objectives of each.

  • What organizational structure is used for these bad-news messages?

  • What does Starbucks do well in its communications? How can communications be improved?

  • How well does the company balance emotional appeal and logical arguments?

  • In this post, you see “Starbucks response” on the company’s website and “Starbucks partners” in my text. Neither has an apostrophe. Is that correct?