ISSN:1528-3836
� 2016 Jonathan Bernstein

Whole Foods Fights Back Against Manufactured Outrage

"Arrogance and denial are two of the most powerful forces in history."

- Jonathan Bernstein

Outrage is the buzzword of 2016, and it's popping up everywhere. Some of it is well-deserved, some of it is completely manufactured, and most is somewhere in between.

It's the utterly manufactured outrage that's truly bothersome. The internet gives one voice the power to be heard, truly an amazing gift, but all-too-often we're seeing someone with a vendetta or seeking personal gain turn the masses on an innocent party.

This appears to be the case in a clash between Whole Foods and openly gay Texas pastor Jordan Brown. Earlier this month, Brown made claims that a cake ordered from Whole Foods' bakery meant to read, "Love Wins", was instead handed to him with the text, "Love Win Fag" scrawled across its face. Brown posted an angry tweet, and his law firm followed up by sharing a YouTube video Brown had recorded of the allegedly still-sealed cake, along with an announcement of intent to schedule press conferences and file suit.

Whole Foods did a quick internal investigation and, thanks to sharp eyes on their own in-store cameras, found plenty of ammo to fire back at the accusations. In a complete turnaround from previous sluggish and sub-par communications, the popular market chain responded with a complete denial. Whole Foods quickly compiled the following facts into press releases, social media-ready responses, and a newsroom page:

All bakery items come in packaging with clear lids and customers are asked to inspect designs before taking them from that area.
Mr. Brown's YouTube video of the "unaltered" cake shows a label affixed to the side and bottom of the box. Camera footage from the store (below) clearly shows the cashier scanning a label on the top of the box when Mr. Brown was checking out.
And, the final nail in the coffin for this attempt at manufacturing outrage - the team member who designed the cake is a proud member of the LGBTQ community.

Whole Foods Cake Response Footage

By sharing these facts in a timely, calm, and organized fashion Whole Foods utterly dismantled this ugly attack. You do need to be careful to ensure you can prove you're in the right before taking as aggressive a stance as this, but if you have the proof it's an excellent template to follow.

Interested in reprinting BCM articles or blog posts?

The Bernstein Crisis Management blog, along with our blog at the Free Management Library are frequently updated and filled with case studies, advice, and the latest news on techniques, threats, and more.

Here, we share a look at some of the most popular posts from recent weeks:

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Though some clashes are inevitable, failing to prevent an excessive amount of Workplace Conflict is Costly.

The direct results of the VW scandal can be seen in the company's own ledgers, but the scope of the damage doesn't stop there. VW Scandal Accelerates Geek Squad's Car Swap Plans is one example of how the emissions issue created greater loss for the automaker.

The playwright known as Publius Terentius Afer, or Terence, was reknowned for his writing ability, and one of his most famous quotes led us down the discussion found in Crisis Management Quotables...on Learning from Others.

Are Spear Phishing and "Whaling" Attacks Putting You in Danger? These targeted hacks are on the rise, nearly costing Mattel a cool $3 million just last month.

Do you have a topic you'd like to see featured in our blogs? Send an email to erik@bernsteincrisismanagement.com and there's a good chance you'll be seeing it right here in the next issue!

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Jonathan Bernstein is both publisher of Crisis Manager and president of Bernstein Crisis Management, Inc., a national crisis management public relations agency providing 24/7 access to crisis response professionals. The agency engages in the full spectrum of crisis management services: crisis prevention, response, planning & training. He has been in the public relations field since 1982, following five-year stints in both military intelligence and investigative reporting.

Write to Jonathan at:

jonathan@bernsteincrisismanagement.com.

Erik Bernstein is vice president of Bernstein Crisis Management. Working in crisis management since 2009, Erik has watched the internet and social media change the field. Today, he brings that experience to bear assisting clients to protect and grow their reputations using tactics based on real-world knowledge and experience.

Write to Erik at:

erik@bernsteincrisismanagement.com.

Bernstein Crisis Management, Inc. is located at 700 S. Myrtle Ave., #404, Monrovia, CA 91016. Telephone: (626) 825-3838.

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