Communicating the Change- Due Week 6 Essay

Part B: Press Release Communication FOR IMMEDIATE RELEASE: McDonald’s USA Helping to Fight Obesity OAK BROOK, IL, October 9, 2012 – McDonald’s on going commitment to offer healthier menu options McDonald’s has always been committed to providing great tasting and affordable menu items. We are also committed to making a difference in our communities with our new health and wellness directives. McDonald’s has worked very hard in developing ways to do our part to help fight obesity. We have assembled Global Advisory Council to help guide us.

The Council is comprised of international independent nutritional experts. With their ongoing guidance, we have been prepared a widespread promotional plan to incorporate nutritional awareness programs and encourage active lifestyles. Some of the changes you can expect to see in the upcoming months are: 1. Additional menu items such as fruits, vegetables, oatmeal, and yogurt offered in the U. S. 2. Over the course of the next 3 years, the Nutritional content of our menu items will be posted on our website, on the product packaging, and on our restaurant menu boards. 3.

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We have been working with our current suppliers and have expanded to include other suppliers in an effort to make changes in the sodium content of some of our menu items. To learn more about the company, please visit www. aboutmcdonalds. com and follow us on Facebook (http://www. facebook. com/mcdonaldscorp) and Twitter (http://www. twitter. com/mcdonaldscorp) For More Information Contact: Global External Communications – Media Relations |Office: (630) 623-3678 | |Facsimile: (630) 623-8843 |

U. S. Media Relations |Office: (630) 623-6900 | ENDS Part C: Communication Analysis of The McDonald’s Corporation On Jul 26, 2012 McDonald’s issued the press release written by Rebecca Hary in McDonald’s Media Relations Department. The topic was “McDonald’s Takes Olympic Stage to Announce Advances in Children’s Well-Being, Menu Innovation and Access to Nutrition Information”. The message was communicated by McDonald’s US President and CEO, Don Thompson, McDonald’s U. K. CEO, Jill McDonald, Chief Brand Officer Kevin Newell; and, McDonald’s Executive Chef Dan Coudreaut.

Along with the press release, McDonalds opened up 4 Olympic Restaurants that served various menu items with an assortment of tastes and nutritional values (Hary,R 2012). The purpose of the communication was to inform its global markets of the upcoming changes that are about to be rolled out and the major goal they have accomplished with their children’s well being and nutritional information change plan. McDonald’s wants to let the public know that they are a trusted brand that has made huge steps to meet its environmental and social responsibilities for the health and well being of its customers.

In addition to the customers base, McDonalds message was being delivered to it’s investors, the public, stockholders, organizational partners, Food and Health Association, & and government agencies that represent health and children’s advocacy groups. This communication will briefly explain some of those plans. The message in this communication introduces the following change programs: 1. McDonald’s Nutrition QR Code which will help customers gain access to nutritional facts about food via mobile devices 2.

The McDonald’s Champions of Play kids website that features Olympic Champions offers kids different games and ideas to stay active. The website also challenges kids to track active play achievements and win awards and trips 3. The champions of food challenge kids and parents to send in recipe ideas for McDonald’s nutritional menu items and the five finalists get to participate in a cook off at the Olympics 4. McDonald’s recycle commitments and the recycle and reuse of the building material and furniture from the Olympic restaurants

The timing and the type of communication selected was very good. They chose the Olympics to bring attention to their health and wellness change marketing plan. They were able to reach a diverse group of people and inform them of ways they can participate in the change plan. This niche was innovative in that McDonald’s was able to challenge its customers to engage in the change process. Its customers are the most important stakeholder. Now it has the involvement of diverse multicultural stakeholders, which will give them an advantage in knowing what the consumer needs and wants.

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