StudentShare solutions
Triangle menu

Media Relations - Essay Example

Not dowloaded yet

Extract of sample
Media Relations

For several years, McDonald's has been extremely successful for a few distinguished, highly standard conditions. The company with the Golden Arches served a simple menu- hamburgers, French fries, and milkshakes or soft drinks. The food was priced low, its quality was consistent, and it was served speedily from establishments that all looked alike and were extremely clean. However, in recent years, McDonalds has seen its growth rate slow down and its dominant market position slip. There are various reasons for this. The main reason is the numerous accusations made against them by environmentalist and health experts.
In 1986 all of this information looked enormously pertinent to the London Green-peace who issued a booklet with the title "What's Wrong With McDonald's" The defamatory pamphlet charged McDonald's for maltreating their employees; alluring their customers with food too high in fat, sugar, and salt, which could lead to cancer and heart disease; causing hunger in the Third World; ruining the rainforest; intentionally revealing their customers to food poisoning; exploiting children through company advertisements; and maltreating animals. Eventually, McDonald's filed a suit against five members of the London Green-peace. The five either had to make an apology or face a long hard trial where they would have to prove every statement in the leaflet to be correct. Three of the five chose to publicly ask for forgiveness.

McDonald's PR Plan to Improve Conditions
McDonalds collaborated with the EDF (Environmental Defense Fund) to devise a joint waste reduction plan. The result was a highly touted deal that gave McDonald's a reputation as a "socially responsible" business. However, Helen Steel and Dave Morris did not to apologize. On one part of the libel case was a $32 billion-a-year corporation and a group of London's most expensive lawyers. On the other side was a pair of activists with a total income of $12,000 a year. But the two got through twenty-eight pre-trial hearings, 313 days of evidence and submissions extended over three years, 18,000 pages of transcripts, and 40,000 pages of documents and witness statements. After everything was said and done, Steel and Morris were asked to pay McDonald's $98,000 in damages. But this was barely adequate to repair the public relations damage done to McDonald's during the trial. This was scarcely a victory for McDonald's. For one thing, there was no direction to repay McDonald's for its legal costs, projected as high as $20 million. And for another, the trial was a public relations ordeal with ex-employees and company officers divulging a number of details about restaurant cleanliness, corporate promotion, staff relations, and clandestine spying.
Public relations activities are intentional, structured, planned, and serve the public interest. Public Relation is an effective tool that creates "corporate image" by building good relations with the company's various publics by obtaining favourable publicity, handling unfavourable rumours, stories and events. Public relation can have a strong and long lasting impact on public alertness at a much lesser cost than advertising. Public relation can have a strong and long lasting impact on public awareness at a much lower cost than adver ...Show more

Summary

In order to research on the Media Relations project, the writer interviewed Mr. Jenny McLinn, McDonalds PR representative, who discussed previous PR, challenges faced to McDonalds due to the leaflet "What's wrong with McDonalds" and the ways or strategies McDonalds overcome these issues.
Author : qlind
Media Relations Essay essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Media Relations Essay"
with a personal 20% discount.
Grab the best paper

Related Essays

Community Relations & Media Relationships
In this case, companies and organizations have to take into consideration, the well-being and the interests of the communities they work with. This is the only way the companies could achieve long-term benefits, as the communities benefit from them as well.
3 pages (750 words) Essay
Social Media & Public Relations
As a result, other leading companies and organizations followed the enormous success of the political strategy of Obama as it is the work of Public Relations. With the advent of technology comes the rebirth of public relations. When Web 2.0 prompted the introduction of Social Media, so as the evolution and rise of PR 2.0 which allows the use of multimedia to enhance and improve the way public relations is conducted by the practitioners.
7 pages (1750 words) Essay
Introduction To Public Relations Essay
– Botan and Hazleton (2006, p. 6) It is evident from the above statement that public relation theories are a relatively contemporary topic among research scholars, and the formal theoretical model of public relationship was postulated not more than 30 years ago.
6 pages (1500 words) Essay
Media Relations
Literary bureaus were developed to contrive such items, and by the early 20th century, publicity agents, often former journalists, abounded in New York and in other large cities. This activity was an important element in the evolution of public relations and continues in modern-day press agentry and the promotion of special events.
10 pages (2500 words) Essay
Media Relations College Essay
For the purposes of this paper, online editions are used to compare the continually updated information and its relevance/usefulness. First it was estimated that 'at least 37 people had been killed' (The Independent, 7 July 2005) and '38 Dead in London Blasts' (The Guardian, 7 July 2005).
8 pages (2000 words) Essay
Globalisation and Mass Media (Media Relations)
Development or modernization was defined as " the process of change toward those types of social, economic and political systems that have developed in Western Europe and North America from the seventeenth century to the nineteenth and have thus spread to other European countries and in the nineteenth and twentieth centuries to the South American, Asian and African continents * (Eisenstadt 1).
11 pages (2750 words) Essay
Media Master Essay
Objectification theory associates patriarchal and capitalist ideologies with 'male' technologies and unconscious pleasures. Related ideas include the gaze, stereotyping, commodification, spectatorship, and the learning of gendered roles." The purpose of this essay is to explain how '10 Years Younger' is an example of the objectification of women rather than the celebration of women.
6 pages (1500 words) Essay
Analyse how Public Relations communications theory can help an understanding of the role of new media
In the United Kingdom, the government propaganda campaigns to mobilize support during the two World Wars made clear the importance and potency of
6 pages (1500 words) Essay
Synoptic Essay Subject: Researching Politics and International Relations
In simple terms, ethics are the principles, norms and standard of conduct governing an individual or group1. This means that ethics are the
6 pages (1500 words) Essay
Media Relations
Accessibility to these sites is so easy, and most clients do access the sites several times in a day. Additionally, there is an increase in the number of a young generation seeking
5 pages (1250 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation