Organizations today need to focus on developing and implementing a comprehensive corporate communications plan in order to address and resolve the challenges posed by the highly dynamic external environment and the cope with the media pressures in this new corporate environment.
McDonalds Corporation is a global multinational fast food restaurant chain touted to be the worlds largest chain of fast food restaurants headquartered in Oak Brook, Illinois United States. As of 2013 the company boasts of over 34000 restaurants in more than 119 countries worldwide including Asia Pacific, Latin America, North America, Europe, the Middle East, as well as Africa (McDonalds, 2013) serving over 69 million customers daily (McDonalds Corporate Report, 2012).
The brands mission is “to be our customers favorite place and way to eat and drink”. In order to achieve this objective it follows its global strategy Plan to Win which is centered on ensuring an exceptional experience for their customers (McDonald’s 2013). Its vision is “to be the worlds best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile” (McDonalds, 2013).
McDonalds has recently faced severe criticism from the mass media, as well as from the general public, for various reasons including - its aggressive marketing strategies which mainly targeted children and minority population selling them unhealthy food with low nutritional value; increased dissatisfaction among the workers for low pay; increased complaints from the customers for rude behavior by their employees; growing dissatisfaction among the franchisees for increased pressure to deliver etc., among others. Such events have resulted in a chain of negative repercussions for the organization and in the absence of a proper