Mcdonald Corporate Communication

1-Corporate communication

Basically any process of communication requires at least two parties (Langford and Salter (2002). As shown in Shannon and Weaver communication model, the sender or the encoder transmits the message he/she wants to communicate through channels to the receiver who consequently decode the message into meaning. As there are two parties involved in the process it is very important to have an effective communication model so as to avoid misunderstanding in the delivery of the message. Due to this reason, McDonald’s lays a lot of emphasis on the designing of communication model for their organisation. This not only enables them to communicate with their key stakeholders but also helps to work more efficiently.

Figure1: Shannon-Weaver communication model http://agoyyoga.wordpress.com/2008/01/31/shannon-weaver-model/

According to Cornelisson (2004) corporate communication is a management function that offers a framework and vocabulary for the effective coordination of all means of communications with the overall purpose of establishing and maintaining favourable reputations with stakeholder groups upon which the organization is dependent.

Cornelisson’s concepts of corporate communication can well be applied to McDonald’s, in the sense that the company considers communication with stakeholders a major part of its success. Communication in McDonalds is very carefully designed and taking its various stakeholders into consideration. The communication process if inclined on improving its deteriorating brand image over the long and the short term period. The long communication strategies are much more directed towards regaining McDonald’s lost reputation.

Corporate identity, image and reputation

Identity

Corporate communication is built on its own identity .The concept of corporate identity is characterised as the personality of the organisation (Fill 2002). It is either through its behaviour, communication, symbols...