Editing Reputation management (section)

==Campaigns in popular media==
{{See also|Strategic lawsuit against public participation}}
In 2011, controversy around the [[Taco Bell]] restaurant chain arose when public accusations were made that their "seasoned beef" product was only made up of only 35% real beef.<!-- Was it deemed to be at last? --> A [[class action]] lawsuit was filed by the law firm Beasley Allen against Taco Bell. The suit was voluntarily withdrawn with Beasley Allen citing that "From the inception of this case, we stated that if Taco Bell would make certain changes regarding disclosure and marketing of its 'seasoned beef' product, the case could be dismissed."<ref>{{Cite web|url=http://blog.al.com/wire/2011/04/alabamas_beasley_allen_law_fir.html|title=Alabama's Beasley Allen law firm drops suit against Taco Bell over 'seasoned beef' claims|website=AL.com|date=19 April 2011|access-date=2016-06-13}}</ref><ref>{{Cite web|url=https://www.npr.org/sections/health-shots/2011/04/22/135539926/with-lawsuit-over-taco-bells-mystery-meat-is-a-mystery-no-longer|title=With Lawsuit Over, Taco Bell's Mystery Meat Is A Mystery No Longer|website=NPR.org|date=19 April 2011|access-date=2016-06-13|last1=Barclay|first1=Eliza}}</ref> Taco Bell responded to the case being withdrawn by launching a reputation management campaign titled "Would it kill you to say you're sorry?" that ran advertisements in various news outlets in print and online, which attempted to draw attention to the voluntary withdrawal of the case.<ref>{{Cite web|url=https://www.foxnews.com/us/taco-bell-still-has-beef-with-firm-that-dropped-lawsuit/|title=Taco Bell Still Has Beef With Firm That Dropped Lawsuit {{!}} Fox News|last=Macedo|first=Diane|date=2011-04-26|website=Fox News|language=en-US|access-date=2016-06-13}}</ref>

In 2015, [[Volkswagen]], a German automobile manufacturer, faced a massive €30 billion controversy. A scandal erupted when it was revealed that 11 million of its vehicles globally had been fitted with devices designed to mask the true levels of harmful emissions. The reaction from the company's investors was swift as Volkswagen's stock value started to fall rapidly.<ref>{{Cite news |date=2015-09-22 |title=Volkswagen Says 11 Million Cars Worldwide Are Affected in Diesel Deception (Published 2015) |url=https://www.nytimes.com/2015/09/23/business/international/volkswagen-diesel-car-scandal.html |archive-url=http://web.archive.org/web/20240917091741/https://www.nytimes.com/2015/09/23/business/international/volkswagen-diesel-car-scandal.html |archive-date=2024-09-17 |access-date=2024-12-29 |language=en}}</ref> The brand released a two-minute video in which the CEO and other representatives apologized after pleading guilty. However, this wasn't enough to change the public perception. The automotive giant had to bring in four PR firms led by Hering Schuppener, a German crisis communications and reputation management agency.<ref name=":1">{{Cite web |last=Cremer |first=Andreas |date=22 December 2015 |title='Das Auto' no more: VW plans image offensive |url=https://www.reuters.com/article/world/insight-das-auto-no-more-vw-plans-image-offensive-idUSKBN0U514S/ |website=Reuters}}</ref> To rebuild its reputation, Volkswagen launched an initiative to transition to electric motors on an unprecedented scale. The company released print media and published pieces in top publications to show its commitment to developing electric and hybrid vehicle models worldwide, which helped improve its CSR image.<ref name=":1" />

[[Starbucks]], the coffeehouse chain, also faced reputation damage in response to the arrests of two African-American men at its Philadelphia branch. In response to a request to use the bathroom, the branch's manager denied the two men's access since they hadn't bought anything, calling the police when they refused to leave.<ref name=":2">{{Cite news |agency=Associated Press |date=2018-04-19 |title=Black men arrested at Philadelphia Starbucks feared for their lives |url=https://www.theguardian.com/business/2018/apr/19/starbucks-black-men-feared-for-lives-philadelphia |access-date=2024-12-29 |work=The Guardian |language=en-GB |issn=0261-3077}}</ref> The incident sparked massive public outrage and boycotts across the country.<ref>{{Cite news |date=2018-04-16 |title=Starbucks: Protesters call for boycott after black men arrested |url=https://www.bbc.com/news/world-us-canada-43787667 |access-date=2024-12-29 |language=en-GB}}</ref> SYPartners, a business reputation consultancy, was engaged to provide Starbucks leadership with advice after the incident. Starbucks issued an apology, which was circulated across top media publications.<ref>{{Cite web |last=Hyken |first=Shep |title=Starbucks Gets An A In Crisis Management |url=https://www.forbes.com/sites/shephyken/2018/05/10/starbucks-gets-an-a-in-crisis-management/ |access-date=2024-12-29 |website=Forbes |language=en}}</ref> The company also initiated an [[Anti-bias curriculum|anti-bias training]] for its 175,00 employees across 8,000 locations.<ref>{{Cite news |date=2018-05-29 |title=Starbucks’s Tall Order: Tackle Systemic Racism in 4 Hours (Published 2018) |url=https://www.nytimes.com/2018/05/29/business/starbucks-closing-racial-bias-training.html |archive-url=http://web.archive.org/web/20241111205512/https://www.nytimes.com/2018/05/29/business/starbucks-closing-racial-bias-training.html |archive-date=2024-11-11 |access-date=2024-12-29 |language=en}}</ref> Starbucks also changed its policy, allowing people to sit without making a purchase. Both men also reached a settlement with Starbucks and the city.<ref name=":2" />

In 2024, a London restaurant was [[review bomb]]ed by a [[cybercrime]] group to extort £10,000. The negative reviews brought the eatery's Google rating down to 2.3 stars from a 4.9 stars before the attack.<ref>{{Cite web |date=2024-12-20 |title=AI Mafia Demands £10k After Attacking London Eatery With Fake Reviews, Tanking Their Google Rating |url=https://www.ibtimes.co.uk/ai-mafia-demands-10k-after-attacking-london-eatery-fake-reviews-tanking-their-google-rating-1729695 |access-date=2024-12-29 |website=International Business Times UK |language=en}}</ref> Maximatic Media, an online reputation management firm, was hired to identify the origin of the malicious reviews and found that they were being generated by a [[botnet]]. The agency worked with Google for the removal of these fake reviews to restore the restaurant's online reputation to a 4.8-star rating.<ref>{{Cite web |date=2024-12-20 |title=London restaurant given loads of fake Google ratings by criminal gang |url=https://www.scotsman.com/read-this/london-restaurant-given-loads-of-fake-google-ratings-by-criminal-gang-4918037 |access-date=2024-12-29 |website=The Scotsman |language=en}}</ref>