Unformatted text preview: rse. (eds Waymer, 2012, p189) For the profile of eating disorders, McDonald’s may have helped
raise awareness about the need for individuals to eat responsibly. The fully functional theory of public
relations is that issues in the community can have shared meanings. The Melbourne mandate is strongly
linked to the education of Public Relations professionals, and a lack of education among people can also
add segregation and scepticism to campaigns.
All audiences are vulnerable when it comes to advertising, and McDonald’s acknowledges this and has
worked to change its demographic and its approach in communicating with less informed or educated
consumers. McDonalds has deep ties in the community with its charity Ronald McDonald house, and this is
a major part of the brand’s longevity - reflecting the support McDonalds gives sick children and their
families. (RMHC, 2013)
5 ELLIOTTclinton3439534COMM1161Melbourne Mandate critique/response Any large corporation can lose touch, becoming focused on shareholders and profits. McDonald’s has a
strong adaptable business strategy and they address concerns the media raise.
With transparent public relations they hope to change public opinion regarding their ethics and
sustainability. Both the Butterfly Foundation and McDonalds appeal to the working class, due to
successful public relations. The Butterfly foundation has more credibi...
View Full Document
This note was uploaded on 01/19/2014 for the course COMM 1161 taught by Professor Justinrogers during the Two '13 term at Royal Melbourne Institute of Technology.
- Two '13