In this incident is noteworthy that at least six officers were present to arrest two non-combative African American males. That is why Kevin Johnson, the CEO of Starbucks wasted no time in responding to one of his employees calling the police on two African Americans for trespassing in a Starbucks when they didn’t purchase something in the store. The leadership at Starbucks is probably not perfect, but at least they make every attempt to be aware of what is correct from what is wrong. From a PR perspective, a company, like United Airlines, can do no wrong, even when it does something wrong. The public relations (PR) people are experts at diluting the obvious by reminding the media that motivations can’t be proven. Regardless, when an employee does something that is racist, many executives will attempt to minimize the incident, or attempt to deny the issue was about race.
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Sometimes, like at Cracker Barrel, the racism is condoned by the employer however, most companies avoid hiring overtly racists employees.
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Closet racists are going to be hired at all major corporations. If there were, a lot of people would be unemployable. There is no racism test for an employer to give a job applicant. This means most racists are in the bigot closet and don’t even know it. In their minds, they do what they think is ‘natural’ from their cultural perspective. Racists usually don’t know they are a racist.
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Racism is a major problem in this country. The question is, how the leadership of a company deals with an incident? In the case of Starbucks, you be the adult and not the five-year-old. When you have with 238,000 employees, most of whom interact with the public all day, someone is going to do something stupid.