Chick-fil-A engages critics but holds to its corporate DNA

Chick-fil-A is the latest company to navigate online crisis management. The company faces criticism because of a sponsorship choice by a franchisee:

Nicknamed “Jesus chicken” by jaded secular fans and embraced by Evangelical Christians, Chick-fil-A is among only a handful of large American companies with conservative religion built into its corporate ethos. But recently its ethos has run smack into the gay rights movement. A Pennsylvania outlet’s sponsorship of a February marriage seminar by one of that state’s most outspoken groups against homosexuality lit up gay blogs around the country.

In response, Chick-fil-A issued a statement and posted a video to its Facebook page that respectfully clarified its stance, but didn't back away from its core values:

At Chick-fil-A, we have a heart for helping marriages because we know marriage can be difficult at times. Through the years, we have supported our Chick-fil-A staff and franchised Operators in their marriage journey, and since the formation of our family foundation, the WinShape Foundation, we have helped others as well. Primarily through WinShape, we have supported summer camps for girls and boys, 14 foster homes, more than $26 million in college scholarships and the development and operation of the WinShape Marriage Retreat Center. [...]Chick-fil-A's Corporate Purpose is "To glorify God by being a faithful steward of all that is entrusted to us, and to have a positive influence on all who come in contact with Chick-fil-A." As a result, we will not champion any political agendas on marriage and family. This decision has been made, and we understand the importance of it. At the same time, we will continue to offer resources to strengthen marriages and families. To do anything different would be inconsistent with our purpose and belief in Biblical principles.

Regardless of how you feel about Chick-fil-A's culture, the company clearly understands its values and its brand. Chick-Fil-A held to its essence while engaging critics in a respectful and straightforward manner. No backpedaling, no pandering. Just an honest dialogue with critics -- which is exactly how these situations are best handled.