Social Responsibility

2193 Words Aug 27th, 2008 9 Pages
“The social responsibility can be defined as the obligation of the organization to act in ways that serve both its own interests (making a profit) and the interests of its stakeholder.” (Sandy Millar, Christopher Theunissen, 2008, P69) Socially responsible organization takes action to ensure that their activities do not affect any of the stakeholders in a negative way. The McDonald’s is the leading global foodservice retailer with more than 30,000 local restaurants serving 52 million people in more than 100 countries each day. It is one of the world 's most well-known and valuable brands and holds a leading share in the globally branded quick service restaurant segment of the informal eating-out market in virtually. McDonald’s with a high …show more content…
Sport is acknowledged by the junk food manufacturers as an effective means of reaching the crucial youth market. Thus, the organizations go out of their way to learn the needs of the different stakeholder groups.
“Another strategic communication response involves defensive response strategic such as denial, excuse or justification, all of which involve the organization reacting less aggressively to criticism” (Ronald D. Smith, 2004, P104) When an organization has defensive responses, it only does what is legally required. When an issue is raised by the public, the organization usually admits the problem but denies it responsibility. It responses of the organization is often legal but not ethical. Few years ago, people blame McDonald’s food is not that health because they reuse the cooking oil many time for chips fried, fried chicken etc. However, McDonald’s didn’t break any rule and legal required on the cooking oil reused. Thus, management 's admission of some errors and taking of only legally required steps to solve social and environmental problems caused by a firm 's activities.
“When media attention is high, and organization must take some kind of public announcement, such as finding of internal and external investigations. It must, however, decide on one of two media strategies: whether to be accommodative or defensive. An accommodative approach is one in which apologies are made and intentions of instituting reforms and changes are announced.” (Otto
Open Document