Starbucks is expanding from coffee to “social-impact content.” The coffee shop chain has a media start-up in the works that will produce TV documentaries and films that can change culture “through creative storytelling,” according to veteran Washington Post reporter Rajiv Chandrasekaran, who is leaving the paper to run the new organization. “This is not going to be PR or marketing work,” Chandrasekaran told the Columbia Journalism Review. “This is Starbucks and Howard Schultz recognizing the power of storytelling and wanting to help contribute to the national understanding around a set of key issues.”
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