Communication in a crisis: McDonald's campaign against the mad cow disease

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Communication in a crisis: McDonald's campaign against the mad cow disease

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Abstract

Today, communication plays an important role in corporate strategies. It exists in various forms: internal communications, external communications and event communications. Companies often choose to focus on communication during a crisis. Of the numerous cases of corporate crisis that have emerged recently like that of the mad cow disease, which was associated with McDonald is analyzed in this document.

Introduction
McDonald
The great crisis in McDonald
1. The trigger
2. Change in communication strategy
Reasons for the re-emergence of this problem
1. Mad cow disease
2. Reappearance of the mad cow disease
3. McDonald's response
4. Initial response
The purpose of perpetuating their communication activities on food quality
1. Reassuring mothers
2. Dietary specifications of McDonald compared to daily nutritional needs
3. Presence of a booth at an agricultural fair
Conclusion

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[...] It is thus possible to know the amount of calories (nutrition information) in a meal and to compare the daily nutritional needs. On its website, McDonald insists on the quality of its products and the fact that you can eat healthy in their restaurant. They even give advice on balanced diet with interactive features connected to our daily expenses. c. Presence of a booth at an agricultural fair In synchronization with these communication efforts, the last stage of the launch was set up. [...]

[...] giant was found in the middle of the Salon of Agriculture, not hesitating, throw open its own doors to its customers and the same time its suppliers. In this scenario too, the company used its website to communicate the quality of its food. Customers discover the way farm produce reaches their plate. They are also able to understand the approach to verify quality requirements. They can understand the lines of supply, origin, processing, packaging and traceability of ingredients in products. [...]

[...] Low intensity communication efforts were made which did not specify the composition of food, and did not implement effective actions that would convey that McDonald was involved in research against mad cow disease Reappearance of the mad cow problem a. Reasons for the re-emergence of this problem What is mad cow disease? The mad cow crisis is the term given to the collapse of the market for beef cattle due to the apprehension of consumers in the wake of the bovine spongiform encephalopathy (BSE) that affected the European farms from 1986. [...]

[...] The big question this year, is that of food security, as rumors of dioxin in chicken, poisoned coca-cola poisoned and recurrent episodes of mad cow disease since 1996, have all contributed to the fear psychosis. A major decision was taken by the European Commission to make new BSE tests from January 2001, but this did not help calm these fears. In addition, the French government had decided to conduct 48,000 tests in June 2000. As new mad cow cases were likely to appear, McDonald decided to step up communication to the customer before a new crisis occurred. [...]

[...] The firm held conference call every day with the entire staff of McDonald's franchisees and the ten executives involved in decision-making process with respect to communication in order to find a way to address this problem. On October new advertisements of McDonald's appeared on TV. Though the images were apparently identical to those published in August, the differed in the basic philosophy conveyed. This advertising emphasized the portions of beef used (the necklace, lodging and chuck) in the burgers. The first advertisement of 30 seconds was then added to the broadcast. [...]

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