Barilla Gay Rights SNAFU An Important PR Lesson

The immediate uproar against Barilla Pasta after CEO Guido Barilla made anti-gay comments, fed by social media, exemplifies why companies must update their reputation management strategy for the digital age. Companies are advised to steer clear of polarizing issues, especially multinationals that straddle different cultures, but privately held companies like Barilla with strong family control may be most at risk if governance structures are underdeveloped; it can be difficult to fire the man whose name is on the packaging.