ABSTRACT
Starbucks Coffee literally takes a “newsroom approach” to its media relations across its global network, which includes well-trained in-house teams and public relations agency support. A central team in Seattle works to align its global business priorities with its editorial calendar, which gets reviewed and refreshed on a weekly basis, based upon company news and the overall business and media environments. The Starbucks communications team takes this centralized approach to ensure all company stories can be amplified at the right time, with the right content, using the most appropriate mix of traditional, hybrid, social, and owned media.
