Wednesday, February 27, 2008

Starbucks Pulls Off Fabulous PR Stunt

Every Starbucks in the country closed for 3.5 hours last night for barrista training. This doesn't need to be a major media event but Starbucks turned it into one. And I'm impressed.

It was one of the lead stories on this morning's "Today Show" but I also heard about it on my local CBS affiliate's newscast last night. Clearly, the company's PR staff tackled this on a grassroots level as well as on a national level -- an opportunity that is often overlooked. Kudos to Dunkin Donuts and local coffee shops for taking advantage of this to get press for themselves, too, offering discounts and free coffee from 5:30 to 9 pm.

Great job, Starbucks PR department. This one looks like it has 2008 Silver Anvil winning potential. The applications will go out next January.

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