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Last week we discussed about Spotify

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and we looked at different,
let's say, views regarding Video

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number 4L2.

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So last week we looked at Spotify
and how they are put into practice,

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what we call public relations.

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So to sum it up, what we saw is
that in terms of public relations,

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when it is external,
they are doing quite a good job.

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But there are some few issues,
particularly regarding public relations

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in an internal point of view.

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So this is what we discovered about
the company at Spotify last week.

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This week I would like us to come
to a different company.

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It is Starbucks.

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This is our case study number 2.

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Starbucks was created in the early 70s.

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To define Starbucks and explain
what it is, I would say that it

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is a chain of coffee houses.

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It is the most famous one.

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It is the most successful one.

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It is represented in 80 countries.

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It is a growing company and very

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interesting when it comes to public
relations.

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So Starbucks, when it was first
created in the early 70s,

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was innovating.

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Why?

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I am going to explain.

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First, if we look at the case of
France, for example,

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we have lots of cafes,
but they are the old traditional cafes.

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When Starbucks came to the French
market, it was something brand new.

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It looks very much like fast food
restaurants.

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So they offer coffee.

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This is what they sell.

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But the ethic, the value is different.

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Let's try to focus on the value
and ethic of Starbucks.

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Starbucks, first we have to bear
in mind that it represents a form

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of globalization.

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So just like any fast food restaurant.

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And they have some values.

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When we look at these values,
especially in the documents I sent you,

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we see that the notion of inclusiveness
is very important.

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This is the first notion I would
like us to meditate on,

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to think of.

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Let's try to explore what is in

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the notion of inclusiveness.

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First, it is a concept that is
very close to the concept of

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integration.

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And this is what I would like us
to analyze.

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So it is close to the notion of
integration, but in an Anglo-Saxon

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understanding of the term.

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Not a French one, not a Latin one.

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Which means that, how would I explain

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what integration or inclusiveness is?

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I would say that it is something,
it is when you become as a stranger,

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you become part of something that
also becomes yours at the same time.

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So this is the philosophy of Starbucks.

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And this is what appears in the
different documents.

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So they are putting into place
lots of measures going towards equity.

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Here again, a difference between
equity and equality.

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Equity means that you focus on

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what some people need to try to
satisfy their needs,

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respond to their needs.

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So the reason why I would like
us to understand all these notions,

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the notion of equity and the notion
of inclusiveness and integration

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in the Anglo-Saxon understanding
of the term.

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It is because it is different from

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the Latin understanding of the term.

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In the sense that in the Anglo-Saxon

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understanding of the term,
there is more this idea of welcoming

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and not the integrating part having

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to change itself to get accepted.

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And this is what we see in the
public relations.

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So this is the foundation of the
public relation of Starbucks.

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If you analyze all the documents
I sent you.

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So also another notion,
it is the notion of community.

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Which means that through this,
let's say, process of inclusiveness,

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you also have the feeling that
same thing for the people working

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for Starbucks, but also for the
customers.

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There is this or even the partners
of Starbucks.

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We have the feeling of one being
part of one same community.

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Here again, the term community
is different from what we could

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understand in the French language.

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It is not a derogative word in
the Anglo-Saxon understanding of

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the term.

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We speak of community.

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Community could be, of course,
just a neighborhood.

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People living in the same neighborhood
could be part of a same community.

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People working, let's say,
in the same company could be part

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of the same company.

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People are going to the same school
and so on.

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So the use of this term differs
from what we usually have in mind

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in Latin countries.

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So these two notions are key when
we look at the public relations

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that Starbucks is trying to put
into place.

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So now that we understand these
two concepts, the concept of

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integration, the inclusiveness,
the concept of equity,

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the concept of community.

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We have to integrate an aspect
of all these notions.

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I started saying that when we look
at Starbucks, what it did in the

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last year since it was created,
it is a kind of globalization of

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this kind of business,
selling coffees, selling coffee.

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Here, what we have to understand
is that all these notions have

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also to be understood in a globalized

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sense of the term, which means
that not limited to one country,

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but also including other countries.

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And this is what we see in the
text I sent you, especially with

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the case of Japan.

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After the tsunami in Japan,
Starbucks decided to put into place

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some techniques, some measures
that were going to favor public

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relations between the different
partners.

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So it is communication,
it is awareness, and we have this

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feeling of solidarity,
which means that all these concepts,

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all these values have also to be
understood in an international

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point of view.

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This is what I wanted to say for
this week.

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Please read the documents.

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I sent you, and see you next week.