McDonald's Case Study Essay

1764 Words 8 Pages
McDonald's Case Study


As organizations seeks ways to increase profits by filtering into international markets, many turn to the field of public relations as a way of reaching cross-cultural markets. Factors such as values, cultural differences, language barriers, beliefs, etc…in order to successfully promote an organization's products and services. Public relations practitioners have the responsibility to be the mediator between the organizations and public(s). According to Murphy and Dee (1992), " Public relations makes organizations more effective by building relationships with stakeholders in the environment that have the potential to constrain or enhance the mission of the organization." This role also involves disseminating and
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The final stage is the active stage recognizes the problem and organizes something to do about it. According to J.E. Grunig and Hunt (1984) the idea is to communicate with an aware public before it actively opposes an organization, thus becoming an activist public.
London Greenpeace is an activist group with 3.3 million members in over 22 countries that use highly visible actions to draw media attention to environmental problems. The London Greenpeace group, a division of Greenpeace, is an independent group of activists that has no involvement in any political party. This group meets weekly to "share concern for the oppression in our lives and the destruction of our environment. Anderson (1992) cited that weaknesses in most case studies of activism is that similar case studies should be conducted that examine activism from the perspective of both the organizations and of the activists groups, which is applicable to this study of the McLibel case. In my research, I came across must more literature and disseminated information from the small activist group of London Greenpeace versus the large multi-national corporation of McDonald's. This study also points to the need of more studies that examine the special problems of international communication. The actions of a McDonald's triggered activist conflict not only in London, but in
other different countries as well.
"If public relations practitioners are…