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Pages:
14 pages/≈3850 words
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APA
Subject:
Management
Type:
Essay
Language:
English (U.S.)
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Topic:

McDonald’s Crisis Communication Plan

Essay Instructions:

Choose an organization/company that you work for or are interested in (note: this must be a real-life company). Assume that you are in charge of the public relations division and as a head of that division, you have to create a crisis communication plan. Write out the plan, following the guidelines that we covered in the course.
Requirements:
1. Your completed plan must be between 10-20 pages long (typically crisis communication plans use the block format, 12 point font, Times New Roman or equivalent).
2. The plan must cover the main contextual areas that were discussed in the course.
3. The plan must be written in a language that is succinct, concise and easily understood by the intended audience.
4. The plan must be carefully proofread.
5. The plan must be professional formatted.
6. You must include a memo explaining why you believe the crisis communication plan that you are putting forward is effective. Would you feel comfortable selling/proposing this plan to a potential employer? Why or why not?
Please tell me which company you want to use as a case, because each company can only have one student to write the plan, in case there is a need to change the company, thank you

Essay Sample Content Preview:

McDonald’s Crisis Communication Plan
Student’s Name
University
Course Name and Number
Lecturer’s Name
Due Date
McDonald’s Crisis Communication Plan
Introduction
McDonald’s is a fast-food company headquartered in Chicago, Illinois. Founded in 1940, the company operates in over 100 countries, serving over 37,000 outlets Corporate.McDonalds.com, n.d.). It ranks as the largest restaurant chain by revenue. More than 90% of the company’s restaurants worldwide are owned and operated by independent local business people (Telang, 2016). McDonald’s offers a wide range of fast-food products, including hamburgers, French Fries, cheeseburgers, and Chicken products(Corporate.McDonalds.com, n.d.). It also deals with breakfast items, milkshakes, soft drinks, wraps, and desserts (Corporate.McDonalds.com, n.d.). Since its formation, the company has always focused on food quality and safety to increase customer experience. Despite dominating the fast-food industry, McDonald's faces crises that need immediate intervention. This paper prepares a crisis management plan for McDonald’s, highlighting steps and measures relevant to addressing the issues affecting McDonald’s operations.
Crisis Inventory
Food poisoning is one of the primary crisis issues faced by McDonald’s. According to investigators, the company has experienced an E.coli outbreak, which is likely to re-occur (Marler, 2013). E.coli, a bacterium linked to food poisoning, has been found in McDonald’s burgers sold in Oregon and Michigan (Robinson, 2022). It has caused illness in some people. Studies show that contaminated meat is the primary transmission route of this bacterium. The contamination exists due to the company’s weak compliance with specific safety protocols (Marler, 2013). Following this outbreak, investigators visited the company and found several violations, including improper food-management practices, improper washing, and improper glove-wearing (Robinson, 2022). These increase the likelihood of cross-contamination.
In 2001, McDonald witnessed a crisis outbreak. Two vegetarians sued the organization for deliberately misleading its American customers regarding using beef extract in French fries sold in the US (Telang, 2016). The issue affected McDonald's restaurants operating worldwide. In the US, customers rejected the company’s products because it hid the ingredient it used, thus, misleading vegetarians (Telang, 2016). It became a religious issue in India since it harmed the vegetarians’ sentiments and that of the Hindus. In Europe, sales declined due to consumer concern over beef safety (Telang, 2016).
In response to the 2001 crisis, McDonald’s issued the following official statements.
Statements

Theme

Category

We have never made any claims about the vegetarianism of our French fries or any other McDonald’s product (Telang, 2016).

Clarification that the product is not vegetarian

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