Final Blog Assignment - Noka Chocolate

Online Controversy over Noka Chocolate's Prices

The following is a link to the site with the 10 part article about Noka on DallasFood.org:
http://www.dallasfood.org/modules.php?name=News&file=article&sid=78

And this is the link to Noka's response on DallasFood.org:
http://www.dallasfood.org/modules.php?name=Forums&file=viewtopic&p=594

As of yet, Noka still has nothing regarding this controversy posted on their own website:
http://www.nokachocolate.com/newsletter.html

An article that was posted on the DallasFood.org website about a chocolate company in Plano caught my eye. This company, Noka, has been under scrutiny for their outlandish prices. In fact, the chocolates are the highest priced chocolates in the world. (Or second, depending on the way you compare products.) The author of this 10-part article, Scott, explains the extensive research and discoveries he's made in order to answer his number one question: Are Noka's chocolates worth the money? He answers other smaller questions along the way, particularly about the false claims made by the owner and president, Noah Houghton and Katrina Merrem. These claims are centered around whether or not they are actually chocolate makers or chocolatiers. And once it was clear that they are chocolatiers, buying chocolate in bulk in order to craft their chocolates and truffles, Scott furthered his research in order to find out where they were buying their chocolate in order to answer his main question, is it really worth the money? But Noah and Katrina refuse to disclose this information, even thought it is not common for chocolatiers to keep this information secret. So Scott researched the possibilities on his own, with the only information he had, the ingredients of the 4 different types of chocolate that Noka sells. They match only one couverture he could find, Bonnat, which is sold at a much less expensive price. His discoveries have led to even more scrutiny, with many bloggers stating their opinions about Noka. Another interesting aspect of this story is that a PR professional, Daniel Keeney of DPK Public Relations, posted his opinions about the issue on multiple sites. Only his statements were in favor of Noka and without any real information to back up why. People got suspicious, and then pertinent information came to light. Mr. Keeney was hired as Noka's PR representative shortly after the comments were posted. Very shortly. This situation raises many questions about the ethical practice of PR. Or the disheartening lack thereof. If you'd like to look more into this aspect of the controversy, here is the link to the DPK website where Dan is hosting a forum discussing the issues at hand.

http://www.keeneypr.com/en/art/?222

But back to the main topic, how did Noka respond? Unfortunately, this is the perfect example of how not to practice PR. First of all, they ignored the situation for far too long before responding, and when they finally did, they posted a message on DallasFood.org. They didn't post anything on their own news page. And the press release didn't answer the important questions, like where do you get your chocolate, why have you led the press to believe that you make your own chocolate rather than purchasing it from another company, and why did you hire a shady PR professional who wasn't honest from the beginning? The press release is full of vague statements with intermissions filled with self-sponsored ads about how wonderful Noka chocolate is. The tone is actually condescending. I would hope that a company as wonderful as Noka would value their customers enough to not talk down to them as though they can't understand what's going on. And I'm not the only one who had the same impression from this post. Numerous other people commented on the lack of vital information, the unanswered questions, and the self-promoting attitude throughout. And one other major flaw in the entire handling of the situation on Noka's part is that when they are contacted with a question that wasn't answered, (or a reply posted) Noka and their representative, Dan, direct them back to the same press release. The same press release that lacks important information to begin with. I could literally feel the indignation in some of the replies on these blogs. Treating people as though they are too stupid to understand or deserve a legitimate response only kindles the fire. And that's certainly what Noka has done. Multiple blogs with ongoing discussions about the suspicious nature of the company and its representation are only injuring the company name more, so I don't understand why Noka won't just come clean and clear up any misunderstandings.

So, my final thoughts on this are, why did Noka respond at all? It only made the mess messier. And now, they refuse to keep communication with the public open, instead, they are literally ignoring the situation. If Noka wants to be the respected and successful company they claim to be in their useless press release, then they should behave like one. Corporations rely on the public to survive. Why bite the hand that feeds you?

Note: I personally sent Noka an inquiry from their contact page about their company and what chocolate they use and their prices, and honestly presented myself as a UNT student working on a PR class assignment. I still have not received a response. Fishy...

News Release

Robert F. Kennedy, Jr. will be speaking at the WaterWays 2007 Conference at the University of North Texas in Denton March 13, 14, and 15. Other noted speakers include Ramaswamy R. Iyer, the former Secretary of Water for the Government of India, John A. McLachlan, director of the Center for Bioenvironmental Research at Tulane and Xavier Universities, and Daniel Bozhkov, faculty at the Yale University School of Art, Columbia University, and the Rhode Island School of Design.

The Conference will be held on the UNT campus in the Environmental Sciences Building. Its purpose is to discuss the expanding water issues across the globe. Pollution and rapidly growing populations in many countries are increasing the urgency of the issue. Scholars, environmentalists, artists, and teachers unite in the effort to increase awareness that water is a precious and diminishing resource, and find a way to protect and conserve it.

The WaterWays 2007 Conference is free and open to the public. The Distinguished Speakers Series featuring Robert F. Kennedy, Jr. is free to UNT students, but does have a $10 fee for all other guests. For more information visit the WaterWays website at water.unt.edu or call 940-565-2266.

Calendar of Events

Tuesday
March 13, 2007

3:30-3:40PM
Irene J. Klaver
Opening Remarks
ENV 130

3:40-4:35PM
Rodney Love
North Texas Drought Discussion

4:35-5:30PM
Richard Heinichen
Advantages of Rainwater Harvesting

7:00PM
Daniel Bozhkov
Rainmaker’s Workshop
ART 221

9:30PM
Philosophy in Film Series: Water by Deepa Mehta
ENV 130

Wednesday
March 14, 2007

9:00AM
Kelly Alley
India’s River Linking Plan
ENV 115

10:30AM
Ramaswamy R. Iyer
Water Concerns South Asia
ENV 120

12:00PM
Luncheon
ENV 320A

1:00PM
Robert F. Kennedy, Jr.
Panel Discussion
ENV 130

3:00PM
George Alfred James
Photography Exhibit
ENV Eagle Exhibit Hall

3:00PM
Dornith Doherty
Photography Exhibit
ENV 3rd Floor

3:00PM
Trio Montuno
Reception With Live Music
ENV Atrium

5:00PM
Daniel Bozhkov
Rainmaker’s Workshop
ART Gallery

8:00PM
Robert F. Kennedy, Jr.
Distinguished Speakers Series
Union Lyceum

Thursday
March 15, 2007

9:30-10:50AM
Richard Sparks
Mississippi and Living with Great Rivers
ENV 130

12:00PM
Luncheon
ENV 130
WaterWays 2007 Sessions are FREE and open to the public. For more info call 940-565-2266

Biography Sheet

George Alfred James

Dr. James is an Associate Professor of Philosophy at the University of North Texas. He has a PhD in Religion from Columbia University, and his areas of expertise include Comparative Environmental Ethics, and Environmental Issues and Movements in India. He’s worked as a consultant in Comparative Environmental Ethics at the University of North Texas and in London. Dr. James was honored by being listed in the Directory of Distinguished Americans, and has edited and authored multiple books. He has also written many articles that were featured in The Encyclopedia of Religion and Nature. But Dr. James teaches through more than just his writing, he’s also given presentations and special lectures at universities across the world, including “Environmental Ethics and the Religions of India” at the Institute of Environmental Studies of Bharati Veedyapreeth Deemed University in Pune, India. Dr. James has been teaching for almost 30 years, and he continues to strive forward in his studies and teach across the world.

Biography Sheet

Robert F. Kennedy Jr.

Robert F. Kennedy, Jr. has contributed greatly to the efforts of the Water Keeper Alliance as their president. But his interest was first sparked in the 80s when he did volunteer work for the Hudson River Foundation, which is now known as the Hudson Riverkeepers. After volunteering he was hired as their chief prosecuting attorney, a position that his Masters Degree in Environmental Law and a Law Degree from the University of Virginia Law School made a perfect fit. He was named by Times Magazine as one of their “Heroes for the Planet” for his success in leading the restoration of the Hudson River. Mr. Kennedy’s other involvements include serving as Senior Attorney for the Natural Resources Defense Counsel, and co-hosting Ring-of-Fire on Air America Radio. He has worked on several presidential campaigns, and also served as Assistant District Attorney in New York City, where he has taken great steps to protect and improve the New York City water supply. Mr. Kennedy also negotiated the New York City watershed agreement, which has become the international model for resolving similar issues. He has written numerous New York Times’ bestsellers, and articles that have been published in newspapers across the US. Mr. Kennedy’s determination to defend the environment has pushed the door to awareness of water supply issues wide open.

The first thing I want to do is post some options for WaterWays 2007 leads.

Uniting the efforts of environmentalists, scholars, researchers, and artists across the United States, the WaterWays 2007 conference beginning March 13, addresses global concerns about water basins.

Or. . .

Robert F. Kennedy, Jr. will be speaking at the WaterWays 2007 conference in Denton, Texas, along with other notable speakers such as Ramaswamy R. Iyer and John A. McLachlan. The conference will be from March 13-15, and is bringing people from all over the world together to discuss the state of our water basins, and present concerns and solutions about protecting this dimenishing resource.