On September 27, 2004, ChoicePoint, a company that stores and sells critical personal
information, discovered possible fraudulent activity within its network of databases. On further
investigation, ChoicePoint security officials realized that they may have allowed identity thieves
in Los Angeles, who acted as legitimate business clients, to access more than 110.000 people’s
personal information. CEO Derek Smith and Communications Chief James Lee are faced with
explaining the loss to clients, the press, the public, and those who may have been compromised.
They also face the daunting task of restoring confidence in the company. (A) Case, 7 pp. (B)
Case, 6 pp. Case #06-07. (2006)

Consumer credit reporting company Equifax announced on September 7, 2017, that cyber criminals accessed its databases to obtain private information of 143 million US consumers. CEO Richard Smith faces public scrutiny and ponders his next move to effectively manage the crisis at his company. 12 pp. Case #18-03 (2018)

On December 1, 2009, Facebook CEO Mark Zuckerberg announced sweeping changes to the site’s privacy controls. The result was strong criticism from advocacy groups, but general ambivalence from end users. The question for Facebook is how to manage these different stakeholders and remain at the forefront of society’s privacy norms. 10 pp. Case #10-02 (2010)

A New York Times author unearths evidence of deceptive search engine optimization tactics
linked to JCPenney.com. Google reacts by burying JCPenney’s search ranking as JCPenney
denied any knowledge of foul play. Millions will read the The New York Times article detailing
the controversy as J. C. Penney Company must determine how to protect its reputation and
minimize any impact on internet sales. 7 pp. Case #11-10 (2011)

During a tumultuous time that began at the end of 2009, Perry Yeatman of Kraft Foods led her corporate communication team through two multi-billion dollar deals, including the hostile takeover attempt of the iconic British confectioner, Cadbury. The complexities of managing two cross-cultural deals, while television commentator Jim Cramer places your CEO on his “Wall of Shame” and the world’s best-known investor, Warren Buffett, releases personal statements against a possible merger, could water down your message and take focus away from the main audience, the shareholders. 12 pp. Case #10-04. (2010)

Maria Sharapova, the world’s highest-paid female athlete for 11-straight years and five-time Grand Slam tennis champion, admitted testing positive for the banned drug Meldonium during the 2016 Australian Open. Following her admission, sponsors such as Nike, Porsche, and Tag Heurer quickly distanced themselves from Sharapova as she began her two-year suspension. This case examines the consequences on Sharapova and her multi-million-dollar brand, the value of celebrity endorsements and their associated risks, and the effects of social media reactions during a crisis. 11 pp. (2017)

Foot-and-Mouth Disease, Mad Cow Disease, and related headlines create a hostile environment
for meat in Europe. The first case appears in 1996, with others following in late 2000 and early
2001. While McDonald’s has impeccable quality and safety standards, a blow from the publicity
of these catastrophes is inevitable. Crisis management teams must try to alleviate public fears
about eating at McDonald’s in order to offset the financial impact on their European division. To
manage the situation effectively they must prepare to face the press, consumers, shareholders and
anti-meat activists. 13 pp. Case #01-11. (2001)

In August of 2016, Mylan Pharmaceutical came under public scrutiny for its highly priced EpiPen, a drug used to treat life threatening allergic reactions. “EpiGate” erupted almost overnight, as EpiPen customers took to social media to voice their frustrations. Mylan was accused of using “greedy robber baron” tactics against a helpless customer base. Mylan issued several price-related reparations to its customers (increased rebates, generic product offerings). A month later, Mylan was still struggling to silence its critics. Why did Mylan’s responses fail to address their concerns? What was missing in Mylan’s strategy? This case illustrates (a) the influence of social media on corporate reputation (b) the difficulties of balancing business strategy and public approval and (c) the principles of successfully responding to negative news media. (A) Case, 7 pp. Case #17-04. (2017)

Tom Stemberg, CEO of a discount office supply chain, prepares to address the press and public
at a media conference in California. Stemberg’s aim is to show why a Boston-based firm should
put its name on a new sports arena in Los Angeles. 3 pp. Case #00-03. (2000)

On Thanksgiving Weekend 2009, professional golfer Tiger Woods crashed his Cadillac Escalade outside his Florida home. The incident led to the accusation and subsequent admission that Woods had been carrying on extramarital affairs for years. As a result, Woods’s reputation was severely damaged and now stands in direct contrast to the values of the Tiger Woods Foundation, a charitable organization that he founded. The Foundation must now manage to carry out its mission while its founder and namesake remains out of the public sphere. 10 pp. Case #10-07 (2010)

Theranos became one of the most exciting start-ups in Silicon Valley when it introduced a simplified blood testing method that had the potential to help countless people. However, a 2015 Wall Street Journal article changed everything. Suddenly, Theranos went from being viewed with praise to suspicion. Will regular, transparent communication save this once-promising biotech firm from extinction? 16 pp. Case # 17-11. (2017)

In August of 2009, the founder and CEO of the successful natural and organic food company Whole Foods Market published an op-ed in the Wall Street Journal espousing a position on the highly contested national health care debate that many perceived to be at odds with the company’s core customers. In the midst of a slow news month, the media seized on the apparent contradiction, and many diverse interests used the ensuing attention to further their own agendas. 14 pp. Case # 10-01 (2010)

YouTube, the most popular Internet-based video-sharing platform, offers prolific content creators an opportunity to monetize videos for advertising revenue. While YouTube has published policies regarding what content is permissible, recent controversial videos have advertisers abandoning from the platform. YouTube must decide whose interests to prioritize: its content creators, viewers, or advertisers. 14 pp. Case #18-07. (2018)

In October 2019, the Houston Rockets General Manager tweeted in support of the Hong Kong
Protests. The tweet was met with outrage by the Chinese government and many Chinese fans.
After calling the tweet “regrettable” the NBA then found itself under fire in the United States for
seeming to have bowed to Chinese censorship demands. NBA Commissioner Adam Silver must
now decide how to balance the league’s business interests in the Chinese market with support for
free expression. 11 pp. Case #20-01 (2020).

The Coronavirus / COVID-19 crisis of 2020 resulted government restrictions on travel, accompanied by a public loss of confidence in the safety of air transport, all of which led quickly to a decline in revenue for airline companies. American Airlines has implemented a number of important changes, but their survival in an unstable environment and unpredictable consumer market depends on whether these changes are sufficient to ensure safe travel and encourage the flying public to take to the air again. Case #20-02

After a terrorist attack at the Pensacola Naval Air Station, Apple received immense public pressure to comply with the FBI’s request to assist in unlocking the encrypted iPhone of the attacker. Apple’s evolving technology will open the company up to further concerns about user privacy that will need to be addressed. 10 pp. Case #20-03

On June 10, 2020, the editor-in-chief of Conde Nast magazine Bon Appétit resigned amid allegations of racial discrimination. The publisher faces criticism from the public as well as its own employees over racially biased pay inequality involving the brand’s YouTube channel. A number of employees resign. All new content production has ceased while the matter is being resolved. Conde Nast must hire a new editor-in-chief. What other actions should the magazine take to rebuild trust with readers and staff? 14 pp. Case #20-04

In August 2020 – in the midst of a hotly contested U.S. presidential election – Donald J. Trump used the online Twitter platform to criticize Goodyear Tire & Rubber Company’s policy banning “Make America Great Again” apparel, creating a firestorm of politicized press and public outrage that lowered Goodyear’s share price. This case examines the company’s political expression policy, the fractious nature of American politics, and limits of political expression in the workplace. (A) Case, 11 pp. (B) Case, 4 pp. Case #20-06

In preparation for the holiday shopping season, Peloton, a home exercise equipment manufacturer and workout streaming service, created controversy with one of its advertisements in 2019. A number of reactions accused the company of reinforcing sexist stereotypes. The aftermath included a loss of more than $1 billion in market value, social media outcry, and the creation of a number of parodies mocking the Peloton commercial. The company now hopes to rebound from its financial and reputational damage, just before the holiday season. 16 pp. Case #20-08

The death of George Floyd sparked a cry for racial justice that infiltrated every aspect of American life in the summer of 2020, including business marketing and product branding. The racist history surrounding the Aunt Jemima pancake mix and syrup line compelled Quaker Oats Company to review their product portfolio. While Quaker wants to protect the reputation of the brand and comply with social change, re-branding presents serious complications for a categoryleading product. 12 pp. Case #20-09 (2020).

The Washington Redskins professional football team face a new social climate with the sudden rise of power and influence of the Black Lives Matter Movement. The team, its owners, sponsors and fans confront a momentous shift in American tolerance for racially charged brands following the death George Floyd in 2020. Sponsorship arrangements, logotypes, even the team’s name are under fire. 8 pp. Case #20-10 (2020).

In February 2021, Storm Uri devastated an unprepared Texas which resulted in mass power outages across the state. Texans faced low temperatures, food shortages, water shortages, and power outages during the storm and high electricity bills after. When electricity demand exceeded supply, electricity prices per kilowatt-hour soared, leaving many Texans with monthly electricity bills in the thousands. ERCOT is responsible for ensuring the reliability of electric service for 90 percent of the state, despite not owning the Texas grid or setting prices, and has been highly criticized for its decision making during the event by Texas politicians, residents, and the media. 15 pp. Case # 21-02 (2021) 

For $500 million annually, Facebook contracts Accenture PLC to moderate content that violates its Terms of Service and is not caught by artificial intelligence. The graphic nature of the content has led to mental health issues for content moderators, as well as multi-million-dollar lawsuits, leading Accenture managers to reconsider the value of the Facebook contract. 11 pp. Case #21- 06 (2021)

On January 6, 2021 insurrectionists rioted at the capitol building in Washington, D.C., claiming they wanted to stop certification of the electoral ballots naming Joseph R. Biden as 46th President of the United States. Investigations by independent news gathering organizations and Twitter, Inc. revealed a purposeful and continuing series of actions on the part of Donald J. Trump, 45th President of the United States. To assist in restoring order and to prevent further damage, Twitter, Inc. indefinitely suspended Mr. Trump’s Twitter account. A loud, vocal exchange ensued and the rapidly growing California start-up was faced with reputational and legal challenges of several sorts. 10 pp. Case #21-05 (2021).