{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Intro to PR-COMM1161-MelbourneMandatecritiqueresponseCRG (1)

Intro to PR-COMM1161-MelbourneMandatecritiqueresponseCRG...

Info icon This preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
ELLIOTTclinton­3439534­COMM1161­Melbourne Mandate critique/response Societal Responsibility A Responsive Essay 1
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
ELLIOTTclinton­3439534­COMM1161­Melbourne Mandate critique/response The general idea in the purple group’s presentation is that corporations have less social responsibility than Foundations. However it can be argued that McDonald’s illustrates how public relations, ethics, sustainable business process and social responsibility link to the Melbourne Mandate. Social consciousness is important to society and organizations. A company must have methods in place to govern and monitor compliance with the law and a corporate conscience regarding ethical behaviour toward society (2012, Brockett & Zabihollah p151). Business needs to appear transparent and ethical, with Corporate Social Responsibility (CSR) being a luxury. In this context businesses are similar to middle class, businesses exist to make profit that can be invested in the community in the way the middle class do with recreational activities such as vacations, or charities (eds Waymer 2012, p47). Although McDonald’s has been under fire from nutritionists as having limited ethics regarding nutritional content in the food it sells, it has done a significant effort to change these perceptions. ‘McDonald’s was a business that was slow and lethargic, very much like an elephant meandering through the bush, not listening to customers and being seen as the same very big and very easy target to be blamed for all kinds of things.’ (Burton 2007, p31) McDonald’s has been the subject of many challenges and controversies, and yet, it continues to grow. It can be argued that public relations management for McDonald’s regarding tumultuous media coverage of the movie Supersize Me illustrated a strong sense of social responsibility, reflected by a drastic change to the items offered on their menu to incorporate items with less salt, sugar and saturated fats. This led to profitable growth for the business. (McDonalds Corporation Case Study 2012) 2
Image of page 2
ELLIOTTclinton­3439534­COMM1161­Melbourne Mandate critique/response Image from ‘McDonalds Corporation Case Study’ It is commonly understood that fast food and junk food are unhealthy, however, it does not follow that selling unhealthy food to children with a ‘free toy’ is the strongest example of the depths to which McDonald’s went to exploit younger customers for profit. Giving freebies is a common marketing ploy for all product types and consumers of all ages. Once legislation changed in Australia, McDonald’s responded instantly by ceasing to advertise toys with Happy Meals. A much stronger evidence of McDonald’s targeting children could have been the use of the likeable Ronald McDonald land with fictional characters used as the basis of marketing aimed at children. An excerpt from their operating manual read, ‘Ronald loves McDonald’s and McDonald’s food. And so do children, because they love Ronald. Remember children exert a phenomenal influence over restaurant selection. This means you should do everything you can to appeal to children’s love for Ronald and
Image of page 3

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern