Starbucks Media Relations Strategies

Media relations strategies have had to change and grow with the evolution of the digital world. Traditional media relations strategies are still used, but more often, new media strategies have to be used to get a company’s message out to the public. “The weight traditional media always carried in making or breaking brands and reputations lessened with the emergence of every new digital platform” (Argenti and Barnes, 75).

For a company like Starbucks, it was especially important to understand new media relations. The company has been around since before the digital era, so they needed to make sure they demonstrated that they were, and still are, a relevant brand by adapting to all of the media changes over the years.

One positive aspect of being around before the digital era is that Starbucks understood traditional media strategies and could build on those basics to work in our digital world today. Traditional media outlets (newspaper, television, magazine, radio) are still viable media sources, but are less relevant than they once were.

Starbucks is still mentioned in these traditional media outlets, and they still use tactics such as writing press releases about the company and pitching ideas for stories to reporters, but the way these things get accomplished now are different than they once were.

Digital media relations strategies are now the main focus for companies trying to get their messages out. Messages need to reach not only traditional media outlets, but online and social media outlets as well. Starbucks has fully immersed itself into the online and social media world.

First and foremost, their website is interactive and allows for user comments and suggestions. It is well designed, easy to navigate and encourages consumer conversation.

Navigating through the website leads to Starbucks social media accounts. Starbucks is involved in many social media platforms.

Their Facebook and Twitter accounts are streamed onto their website, as well as a Twitter account monitoring mentions of Starbucks. I really like that they stream not only what they are saying, but what their customers are as well.

It makes me feel that they care about their customer base and are proud to showcase what they are saying about the company. “…customers who want to talk will, and smart companies will not just listen but will engage them in decisions” (Argenti and Barnes, 78).

Starbucks also has Pinterest, Instagram (@Starbucks), LinkedIn, YouTube and Google+ accounts, as well as a website called My Starbucks Idea  which encourages customers to send in their ideas for new products and ways to improve their Starbucks experiences. They rank ideas and even show ‘ideas in action’, which are customer ideas that Starbucks has integrated into the company over time.

The fact that Starbucks have accounts with all major social media platforms (that they update regularly) demonstrates they are well involved in many forms of digital media relations. The accounts also have relevant information consumers want, regarding not only Starbucks products, but ways people can get involved in their communities as well. For Starbucks 25-40 year old target market, both social media and social activism are important and Starbucks accounts make sure to appeal to their target market well. 

Starbucks has a well-developed online newsroom as well, which is extremely important for media relations because it “gives journalists access to what they want it” and they act as a “catalyst for increasing traffic to corporate Web sites” (Argenti and Barnes, 100).

The newsroom is easy to find on their website, easy to navigate through and includes useful media relations content. The Starbucks newsroom has high-resolution image libraries, feeds of the latest news developments including RSS options, videos, and blog rolls and an easy to find lists of media contacts. This is especially important because it directs journalists to the right people within the company.

It is important to have consistent messaging and branding through all media relations. Starbucks accomplishes this. Their logo is on every page of their website and social networking sites and their focus on community comes through with everything they do.

In the stores, Starbucks focuses on the customer and making sure they are comfortable and satisfied with their entire experience. Online, Starbucks tries to do the same. They make it easy to find their newsroom and media contacts; they make their social networking links available on pretty much every page and they make sure everyone can voice their opinions (whether good or bad) and be heard. Starbucks brand is focused greatly on bettering the global community and proving their customers with the best product they can. 

Starbucks seems to have most of the bases covered regarding media relations. Being a huge corporation certainly helps because they can afford to hire the best media relations specialists. While they do seem to have very good media relations, things can always be improved. I believe the corporate blog on their website should be easier to find. Also, they would benefit from updating their Twitter more often with more conversational tweets to generate more discussions.

These are minor things that can be improved because overall I think Starbucks knows what they are doing and they certainly are well known by the public and the media. 

Works Cited

Argenti, Paul A. Digital Strategies for Powerful Corporate Communications. New York: McGraw-Hill, 2009. Print.