How will Publix respond to recent heavy criticism?

Douglas student calls for ‘die-in’ today to protest grocer’s donations to NRA

In the world of public relations, Publix is having a challenging week.

The company, one of Florida’s largest employers, first drew headlines for censoring a “Summa Cum Laude” graduation cake. Soon after, it faced heavy criticism over its donations to gubernatorial candidate Adam Putnam, a Republican who has referred to himself on social media as a proud supporter of the National Rifle Association.

And Stoneman Douglas student David Hogg, who has risen to prominence as a gun-control advocate, has arranged to have “die-in” protests at Publix stores today, calling for people to lie on the floors of the supermarkets.

Crisis-management and industry experts agree that Publix has become the latest company in the U.S. being forced to carefully consider its responses to calls for gun control and to take a public position one way or the other.

“Without a doubt, this is a public crisis,” said Jolie Balido, cofounder and CEO of Roar Media, a public relations and internet marketing agency in Miami. “In today’s climate with social media, things go viral.”

“Companies live in glass houses,” she said. “You have to be prepared [to ask]: What will the perceptions of my actions be? [The Parkland students] have shown they can get brands to effectuate change. They have power. They are not going away.”

Balido said “all eyes will be on Publix, how they treat this sensitive issue right now,” especially since there are “other options where folks can purchase their

Hogg