McDonald s Super Sized PR Issues
McDonald’s is the world’s most important fast food service company with more than 30,000 restaurants in 119 countries serving 47 million customers every day. ... Meanwhile, McDonald’s is also one of the world most controversial companies. Over the past decade, McDonald’s has been determined by PR Challenges. In 1980’s, the McLibel Trial is the infamous British case between McDonald’s and a postman and a gardener from London. ... (The McLibel Trial Story, 2004) The judgment was very devastating for McDonald’s. As the result of the court case, the Anti-McDonald’s Campaign is growing like mushrooms, the press coverage increased dramatically, so on and so forth. On the other hand, in March 2004, a blockbuster documentary “Super Size Me” has produced. Writer and director, Morgan Spurlock, has document the physical and emotional effects of eating nothing but fast food, specifically McDonald’s for one month. Certainly, McDonald’s to face of things to do to solve the problems occurred. ... (Super Size Me – A Film of Epic Portions, 2004) The problem of obesity – especially amongst children – has never had more attention and today’s “fast food culture” is widely seen as the major cause. Thus, McDonald’s has responded in a number of ways including social responsibility reporting, directly addressing its critics, changing menus and providing more nutritious information to its customers. ... Will the defense done by McDonald’s be enough to retain the public support and approval? ... First of all, the primary key public is the internal public which are the Board of Directors of McDonald’s as well as their staffs.