A CRITICAL EVALUATION ON THE CORPORATE COMMUNICATIONS OF MCDONALD'S
TABLE OF CONTENTS
1. Executive Summary 3
2. Introduction 4
3. Internal Communications 5
3.1. Intranet system 5
3.2. Employee magazine 8
3.3 Other internal methods 10
4. External Communications 11
4.1. Official website 12
4.2. Social media 16
4.2.1 Facebook 16
5. Recommendations 20
6. References 22
1. EXECUTIVE SUMMARY
The report provides a critical evaluation on several methods that McDonald's has used in their corporate communication and these are the findings as follows:
McDonald's takes both internal communications and external communications through several methods. All the methods contributing to the corporate communication are aimed at fulfilling the corporate missions and goals.
Internally, McDonald's has built an outstanding intranet system which could meet all the standards to be a successful intranet system, including employee engagement, contents abundant and security ensured.
McDonald's also adopts the method of producing internal magazines to motivate and engage employees and a successful model is MDUK, which focused on researching employee preference.
Externally, McDonald's has constructed an excellent official website especially in terms of navigability and content. However, there are still some small flaws in interactivity and multimedia design.
Social media tools (Facebook) are used in McDonald's external communication as well. Although they have done a good job in content posting, they still have to improve their enthusiasm in increasing frequency and interactivity
McDonald's is the largest chain of fast food restaurants in the world with more than 34,000 local franchises serving approximately 69 million customers in 119 countries daily. According to the Annual Report of McDonald's (2012), the giant business owns a total of over 1.7 million employees worldwide with a common primary goal to make the business become customers' favorite way and place to eat and drink by serving...