Public Information Model Essays

Public Information Model Essays Public Information Model Essay Public Information Model Essay Essay Topic: For Whom the Bell Tolls According to McDonalds Canada site, McDonalds has started publicising itself through advertisements during 1967 when they realized that local advertising would be insufficient to support a single identity therefore a percentage of sales would be generated to fund their international advertising campaigns. This is a form of press agentry model due to the form which is to publicise the organisation and with the case of McDonalds, its services and food in any way possible. However, it was not until recently that McDonalds started to apply the four models of public relations as a consequence of the issues that surface and the increase level of social awareness. In the media release entitled Big mac make record cents for charity, they have invited celebrities, local VIPs, community and charity groups for their McHappy Day, another example of press agentry model.  An example of public information model is the distribution of nutrition leaflets available in all restaurants in Australia, according to their media release (March 31, 2004). From the very same media release, Sensory Solutions, Australias specialist food research agency did surveys regarding the nutrition information on the packaging, and as a result of this survey McDonalds will start labelling their packaging with nutrition. This is an example of symmetrical model where mutual understanding is created between the public and the organisation. An example of asymmetrical model would be the super size me issue, whereby after obtaining feedback from various organisations, McDonalds added more items on the menu and reinforcing its wholesome goodness of their products through advertisements and debates located on the site entitled A balanced diet, a balanced debate. This is because according to Johnston and Zawawi, feedback is used to determine what the publics attitudes are toward the organisation and how they might be changed (2004, p.9) The changes that are evident here is through the dynamics of their method of communicating themselves towards their publics, from recurring changes of their advertising themes to the usage of different media to communicate to their consumers through the distribution of nutrition leaflets, posts on the internet to name a few.  3. Do you believe the film Super Size Me represents a serious public relations threat to McDonalds? Is the companys response likely to be effective? Give reasons for your answers. For this section, it shall focus on introducing Super Size Me, what constitutes as a public relations threat, whether it represents as a serious public relations threat, and how the documentary has affected McDonalds, including their response towards the phenomenon.  Morgan Spurlock, the director has made controversial waves through his release of the documentary entitled Super Size Me. In this documentary he conducted a 30 day experiment which as stated on the site Super Size Me,  During the journey, Spurlock also put his own body on the line, living on nothing but McDonalds for an entire month with three simple rules:  1) No options: he could only eat what was available over the counter (water included!) 2) No supersizing [sic] unless offered  3) No excuses: he had to eat every item on the menu at least once  McDonalds USA states that  This movie is all about one individuals decision to act irresponsibly by consuming more than 5,000 calories a day twice the recommended level for adult males and by purposely limiting his physical activity. Thats why this movie makes no contribution to the important dialogue taking place today on nutrition and balanced lifestyles. Public relations is the management function that establishes and maintains mutually beneficial relationships between and organization and the publics on whom its success or failure depends. Cutlip, Center and Broom (2000, p.6). Whether or not Super size me is a serious threat depends on whether practice of public relations by McDonalds has not complied with the definition. Specifically, if McDonalds has not been catering to the needs of its customers ever since the Super size me crisis, and that customers do not patron McDonalds, and whether mutual benefits have not been created, only then can it be said to be a threat.  Super size me should not even be an issue, to Spurlock making complaints about him experiencing physical discomfort which includes internal and external physical tolls on his body in the form of increase in blood sugar and high blood pressure levels, one has to bear in mind that it was due to choice and that he has brought it upon himself. This was the point brought up by another film maker that chose to prove that one could still eat McDonalds and still be healthy. This will be exercised by Soso Whaley where is stated in the site entitled competitive enterprise institute, Whaley will document her experience of eating breakfast, lunch, and dinner at McDonalds for the month of April to dramatize the debate over public health and what has been termed Americas obesity epidemic. By making prudent menu choices, she will demonstrate that no one should blame the nations food purveyors for being overweight or unhealthy even if fast food really were their only choice So is Super Size Me really considered a threat? comments by McDonalds USA were that their focus was still on their customers and not Super Size Me. They have stressed that their social responsibility with regards to their customers has still been upheld with the availability of variety in their menus and the attempts and conducts of continuously refreshing their menus to suit the needs of the community. Furthermore they stated that  McDonalds has always been committed to playing a constructive, responsible role in developing solutions to our customers lifestyle needs offering more menu variety, promoting physical activity, and supporting consumer education.  This is also evident in McDonalds worldwide corporate responsibility report 2004 where they uphold the benefits of both their internal and external publics, creating mutual understanding and benefits between both parties hence it not being a serious public relations threat.