McDonald's Public Relations

Paper Summary:

This paper explains that McDonald's needs to address its customer's desire for healthy and nutritious food alternatives and yet to retain its traditional menu items, which made McDonald's world famous. The author points out that the focus of McDonald's proposed PR campaign is on its external publics, such as the media and consumers especially children, and most important its internal public, its employees. The paper relates that, although current advertising standards may ensure that no advertiser abuses the child's imagination or manipulate community values, there is no regulatory mechanism in place that discourages heavy investment in branding or guarantees that there is a broad provision of lifestyle risk information to consumers.

Table of Contents
Introduction
Research
Action
Communication
Evaluation
Conclusion

From the Paper:

"McDonald's will develop community programs throughout the country. These programs should include the participation of the employees of the restaurants in the area. Now, since most employees' are younger adults making lower wages, there needs to be an incentive plan in place to encourage participation. Including a bonus to those who participate and limiting participation to the best performing employees will do a lot for employee morale as well as increase productivity in the restaurants."

Sample of Sources Used:

• Fisher, L. (2005). The CEO Refresher. Competitive Branding Strategies. Retrieved July 26, 2006 from http://www.refresher.com/!ldfbranding.html
• McDonald's corporate website, (2006) retrieved July 26, 2006 from http://www.mcdonalds.com/corp/about.html

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