The developers of this theory argued that public relations professionals should identify publics based on how active they are in seeking information. The three dimensions that define the level of activity are problem recognition, constraint recognition, and the level of involvement.

We have chosen to apply the situational theory to Kettle Foods using a labor relations controversy as an example. In October 2007, members of the social networking site Facebook.com formed several groups advocating the boycott of Kettle Foods. These groups were formed after allegations surfaced that Kettle Foods hired a consulting firm, Omega Training, to dissuade workers of a plant in the UK from unionizing. Several media outlets published articles about the Facebook campaigns including The Guardian and the Norwich Evening News.

Kettle Foods issued the following statement to the media, “The whole recognition process has been a complex new area for the company so we took advice from external experts in this area, Eversheds and Omega Services UK, to ensure everything was done properly. Kettle Foods takes the feedback of all its consumers very seriously and the negative Facebook campaign is disappointing because it’s clear there is some misunderstanding about Kettle Foods and the advice it received from Omega Services UK.”

This controversy relates to the situational theory because it pertains to multiple publics. The differing publics of their human resources and consumers have varying levels of activity and relationships with the company and Kettle Foods must communicate with them in different ways.

The public of consumers can be further subdivided based on several dimensions. These include people that are passionate about labor rights, those who are not involved in the issue, and also consumers with different levels of participation in social media.

Kettle Foods and their public relations firm can use the situational theory to develop unique ways of communicating with each of these publics based on their level of activity. It is especially important to carefully handle labor issues because of the potential consequences on both the productivity of their employees as well as their public image.

By Eric Breitenstein

Create-A-Chip Challenge

Uses and Gratifications: The uses and gratifications model assumes that people are active users of media and selective in the media they use. Basically, the theory assumes people will select the media that best fits their needs or is most appealing to them.

The example that our group has chosen to illustrate the uses and gratifications theory is Kettle Chips Create-A-Chip Challenge.

The Create-A-Chip Challenge, which lets people literally create their own chip flavor using the many ingredients Kettle has available in their kitchen, is a great example of the uses and gratification theory. The reason why is Kettle has realized that people are selective in choosing their media and what they browse online, so they have created a fun and exciting Create-A-Chip Challenge as a response to draw people both to their site and to the brand in general. One of the major parts about Kettle’s idea for a Create-A-Chip Challenge, is that not only does it draw people into the site but it also keeps them coming back, hoping their flavor will be the next one chosen for the flavor of the week. It also draws people back for the sheer fun of being able to create as many different chip flavors as ones mind can grasp. The Create-A-Chip Challenge also is extremely gratifying, in that the consumer of the media can build a chip from scratch all they way to its completion, giving them both a sense of self accomplishment as well as pride in the fact that they alone created their own tasty chip flavor. This idea is related to public relations in that it focuses on targeting the audience and getting them to go to Kettle’s website over other major chip brands by attracting audiences through consumer satisfaction and happiness, which is then achieved through the Create-A-Chip Challenge. Then if the consumer has indeed found gratification through their experience of using the site, the public relations tactic was a success.

By Brian Wilson

Summer time is around the corner and we all know what that means – bikinis and BBQs!!!  The classic BBQ and potluck side dish is chips and dip. But what’s up with all the greasy potato chips that leave our fingers salty and slimy, and our tummies feeling mushy?  Not to mention all the trans fat, MSG, and artificial flavoring they are loaded with. BUT, thanks to Kettle Foods^®, we can eat potato chips with NO trans fat (nor will it ever have any), NO MSG, and NO artificial whatchamacallits.  Using whole slices of locally grown, select non-genetically modified (GMO) russet potatoes  to make their chips, Kettle Foods^® offers potato chip lovers an alternative way to healthy snacking. The chips are also gluten free, Kosher certified, and processed in an environment free of peanuts and other nuts.

Kettle Foods^® chips appeal to all taste buds. Some non-traditional flavors include: Cheddar Beer ^TM, Yogurt and Green Onion ^TM, Death Valley Chipotle ^TM, and Backyard Barbeque ^TM.  These flavors allow customers to try something different and more exciting! Each flavor combination found on Kettle Brand® chips is so distinct and delicious that they inspire a passionate following from their fans; everyone has a favorite flavor. Each potato chip (and other savory snacks) flavor is crafted with care by their talented Chief Flavor Architect and taste approved by their founder, who made the very first bag back in 1982.

Kettle Foods^® outlook on all-natural ingredients shows the idea that as humans, we want to maximize our rewards and minimize our costs.  These costs can be tangible (money, sustainability, etc.) or intangible (time, image, etc.), as the rewards are also intangible and tangible.  If the reward outweighs the cost, people are interested and satisfied. As customers walk down the chip aisle, they are surrounded by bags full of harmful and greasy ingredients – often deciding not to buy a bag that will soon affect their body’s health; but as soon as they stumble upon the Kettle Foods^® chip selection, rewards have arrived! As the cost is relatively the average price, the reward is so satisfying! All-natural ingredients; Kettle Foods^® gives more benefits for the same price! This shows how A Natural Obsession ^TM becomes an example of the social exchange theory!

The social exchange theory was developed by John Thibaut and Harold Kelley and uses the economic metaphor of costs and benefits to predict behavior.  It assumes that individuals and groups choose strategies based on perceived rewards and costs.

Individuals experience the social exchange theory as they consider Kettle Foods^® ingredients and whether he/she is spontaneous enough to try the uniquely named/invented flavors.

The information for this example came from Kettle Foods^®

By Saramaya Weissman

Agenda Setting Theory: According to Bernard Cohen, the media does not tell people what to think, but is capable of telling them what to think about. The media is able to set the agenda for what people talk and think about which can lead to information seeking and processing.

The example that our group has chosen to illustrate agenda setting theory is Kettle Foods commitment to sustainable business practices.

This example is relevant to agenda setting theory because Kettle Foods is attempting to set the agenda for public opinion by emphasizing issues of the environment. Sustainability has become a core value of Kettle Foods and they have demonstrated devotion to the environment through green buildings, renewable energy, habitat restoration, and recycling. Executive Director of Wisconsin Green Building Alliance, Connie Lindholm, believes “It’s demonstrating through action a commitment to the environment that goes far deeper than its leadership in the natural food industry. We hope other businesses look to Kettle Foods as an inspiration for their own facilities.” Kettle Foods has made it known that environmental issues are worthy of the public’s attention in hopes that the public will be concerned with the importance of sustainability and begin imitating Kettle Foods by being environmentally responsible.

Through the use of news media Kettle Foods is able to promote its sustainable business practices and communicate to the public about the organizations values. Kettle Foods has established that it is an organization not only in the pursuit of profit but is also focused on the belief that good business and nature can coexist. PR practitioners are able to link Kettle Foods interests to the common good. Getting the public involved with sustainable practices is beneficial not only to the environment but also the community. In Salem, Oregon, Kettle Foods restored native vegetation and sustained the nearby streams and wetlands. To get the public more involved, Kettle Foods created a public trail system to encourage the use of the newly restored wetland. In 2008, Kettle Foods encouraged the public to create their own certified backyard habitat for flora, fauna and local wildlife. Kettle Foods and National Wildlife Federation launched the flavor, “Backyard Barbecue.” For every backyard certified as a healthy wildlife habitat, Kettle Foods makes a $1 donation to the National Wildlife Federation.

In order to get the company more involved with the community, every year Kettle Foods donates more than 175,000 pounds of potatoes to local hunger relief agencies and 1700 cases of Kettle Brand products to organizations including The Wetlands Conservancy and the National Wildlife Federation. In addition, employees are encouraged to volunteering at non-profit groups within the community. Kettle believes it is their way of “chipping in.”                                                                                                            

This information came for Kettle Foods and the Environmental News Network

                                                                                                                 By Erin Munson

According to the theory, PR companies should use cost/benefit analysis to predict behavior based on rewards and costs. According to John Thibaut and Harold Kelley, the inventors of this theory, it applies to many fields, including interpersonal communication, public relations, and theories of organizations.

The example that our group has chosen to illustrate the social exchange theory is Kettle Chips’ Death Valley Chipotle campaign to help fund the Death Valley Natural History Association (DVNHA). This example is relevant to the social exchange theory because Kettle Foods uses the economic metaphor of costs and benefits to predict behavior. Every time a facebook member downloads a special Death Valley temperature gauge, Kettle Foods donates $1 to the DVNHA. Members also have a chance to win free Kettle brand chips for a year. These costs lead to great benefit, as the company receives goodwill from its customers and is able to promote its Death Valley Chipotle flavor.

By donating to DV Rocks program, Kettle Foods has kept costs relatively low while receiving a great benefit from customers

Kettle Foods saw this opportunity to provide goodwill for a community much in need of funding. The DVNHA was not garnering much attention from its community. With a goal to target one of its main audiences, parents of elementary-aged children, Kettle Foods was “inspired by the fiery, dry heat” of Death Valley to create a “spicy blend of savory spices that yields to subtle smoky accents bite after bite.”

By tying a promotion together with the DVNHA, Kettle positively reflects its brand by spending a low amount of money. Keeping costs low is extremely important when using the social exchange theory. This is done with the campaign, as the real costs of the idea are much less than the appetent costs because of the media coverage that these donations received. Kettle Foods was acknowledged by many news outlets that reach its target audience of parents of elementary-aged children, including The Cook’s Kitchen, Get Your Grill On, and The Smart Set.

This campaign is very important because it interacts directly with customers by using social media. By incorporating facebook in its promotion, Kettle Foods is allowing customers and consumers to be interactive with the company. This is both powerful and important in terms of relationship-building, the implications of supporting a social cause, and a chance to win free product. This brings a reward to the customer for a low price, giving a person more of an incentive to take part.

The information for this example came from Kettle Foods.

Written by Jeremy Liebman