Crimson Hexagon uses the case of Paula Deen's dismissal from the Food Network to examine how social media can be leveraged during brand crisis. Following the trends of volume and opinion, Crimson Hexagon shows that listening to consumers, and not only media voices, is crucial to PR agencies and brands.

1. PROPRIETARY & CONFIDENTIAL
PR CRISIS PAULA DEEN & FOOD NETWORK

2. PROPRIETARY & CONFIDENTIAL
On June 19, the media released the transcript of a deposition involving Paula
Deen where she acknowledged using the N-word, talked about wanting to plan
a plantation-themed wedding, and shared that she is amused by racist and
anti-Semitic jokes.
“I can’t, myself,
determine what
offends another
person.”

3. PROPRIETARY & CONFIDENTIAL
How can PR agencies strategically
leverage social media analysis
during a crisis?

4. PROPRIETARY & CONFIDENTIAL
CASE STUDY: PAULA DEEN & FOOD NETWORK
Content Sources:
Summary: Using Crimson Hexagon’s ForSight™ platform, we analyzed
consumer perception of Food Network during the two months
prior to the public relations crisis as well as the social
conversation surrounding Paula Deen as the crisis unfolds.
Date Range: April 19, 2013 – June 27, 2013

5. PROPRIETARY & CONFIDENTIAL
BRAND PERCEPTION: FOOD NETWORK
FINDINGS:
• In the two months prior to the
PR crisis, 91% of the entire
conversation about Food
Network was positive
• Largest driver of positive
conversation was consumer
engagement with the many
shows on Food Network (35%)
Consumer Opinion of Food Network
(4/19/2013–6/19/2013)•141,090Relevant Posts

6. PROPRIETARY & CONFIDENTIAL
BRAND PERCEPTION: FOOD NETWORK
FINDINGS:
• In the span of only ninedays
duringheight of the crisis, there
were almost as many posts about
Food Network as there were
during the two monthsprior
• 25%of the overall conversation
supported Food Network’s
decision to fire Paula Deen
• 27% disagreed with Food
Network’s decision
Consumer Opinion of Food Network
(6/19/2013–6/27/2013)•105,344Relevant Posts

7. PROPRIETARY & CONFIDENTIAL
On June 21, Paula Deen was a no-show for the TODAY Show. She was also fired
by Food Network and posted two bizarre apology videos on YouTube. On this
day, 54% of the conversation surrounding Food Network expressed support of
their decision, while 41% voiced their criticism.

8. PROPRIETARY & CONFIDENTIAL
Within a few days, Paula Deen hired Smith & Company, a public relations
firm specializing in crisis management. On June 26, Paula Deen agreed
to appear on the TODAY Show.

9. PROPRIETARY & CONFIDENTIAL
BRAND PERCEPTION: FOOD NETWORK
Consumer Opinion of Food Network
(4/19/2013–6/27/2013)•242,601Relevant Posts
FINDINGS:
• When Paula Deen hired the PR
firm,Smith & Company, we saw
a notable shift in conversation
surrounding Food Network
• OnJune 26, only 11% of posts
expressed support for Food
Network’s decision to fire Paula
Deen, while over 33% opposed it

10. PROPRIETARY & CONFIDENTIAL
FOOD NETWORK & PAULA DEEN
Consumer Opinion of Food Network & Paula Deen
(6/19/2013–6/27/2013)•1,934Relevant Posts FINDINGS:
• In this context, 61% of
conversation disagreed with
Food Network’s decision to fire
Paula Deen, while 39% were
supportive
Considering the sizable shift in proportionality of the brand-level conversation, we
then looked at the online conversation in which consumers only discussed Paula
Deen and Food Network within the same context.

11. PROPRIETARY & CONFIDENTIAL
FOOD NETWORK & PAULA DEEN
Consumer Opinion of Food Network & Paula Deen
(6/19/2013–6/27/2013)•1,934Relevant Posts
FINDINGS:
• Conversation was an even split
untilJune 24 when 94%
supportedFood Network’s
decision
• OnJune 26, after Paula Deen
hired the PR firm and appeared
on the TODAY Show, 70%
criticized Food Network’s
decision while only 30%
expressed support

12. PROPRIETARY & CONFIDENTIAL
KEY TAKEAWAYS: PAULA DEEN & FOOD NETWORK
In the days following Paula Deen’s hiring of the PR firm., an increasing
proportion of consumer commentary opposed Food Network’s decision to
fire the celebrity. Based on analysis of social media conversation, we
discovered that Smith & Company successfully altered public perception
of Paula Deen, evidencing the effectiveness of their strategy.

13. PROPRIETARY & CONFIDENTIAL
Crimson Hexagon, founded in 2007, is the leading provider of analysis
software that delivers business intelligence from social media data for global
corporations. Powered by patented technology developed at Harvard
University’s Institute for Quantitative Social Science, the Crimson Hexagon
ForSight™ platform delivers the industry’s most comprehensive Big Data
analysis capabilities for a variety of large-scale data sources. Clients include
leading global organizations such as: Microsoft, Samsung, Paramount
Pictures, General Electric, Starbucks, Twitter, and many more. For more
information go to: http://www.crimsonhexagon.com.
CRIMSON HEXAGON

14. PROPRIETARY & CONFIDENTIAL
Learn More About Crimson Hexagon’s
ForSight ™ Platform
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