McDonald’s public relations to be employee led
Adam, a shop worker at Top Shop, did a nice job for the fashion chain on Jo Whiley’s show yesterday morning. There’s nowhere he’d rather work, which is nice.
It’s also encouraging news for PRs at McDonald’s, as the chain that inspired the derisory McJob descriptor pushes forward with an employee led brand building programme.
On the face of it, it’s a brave move for McDonald’s. But in truth the corporation is doing no more than coming to terms with reality. It has always been the case that the front line staff is the true public face of a business, especially a retail business, and that we all talk about where we work to some extent. What’s changed is that those conversations, which in the past took place in the pub over a few pints and were quickly forgotten, are increasingly taking place on the online fora of social media sites like MySpace and on blogs like this one.
What’s unclear is what McDonald’s means when it says it will inform and empower staff. What an employee says to friends in the pub is quickly forgotten, while online conversations may be read by anybody and are easily taken out of context. If the great social media experiment is to be a success, it’s important that staff who have been encouraged to act as brand ambassadors are supported when things go wrong.
Comments (2 comments)
Stephen,
I think whatever McDonald’s says will be taken with more than a hint of incredulity.
After all, their business model has been based on conformity.
The McDonald’s libel case, the longest in legal history, showed a dictatorial application of communications.
I do not think they have overcome this image.
And as you point out, they are waking up to reality so they will encourage or tolerate blogs from their workforce.
However, bloggers who value their jobs might be more careful than someone doing a McJob that is not long-term.
Critcism is not taken lightly by McDonalds.
They have introduced their salads to blunt adverse comments about their food. But it has more salt than a burger and chips.
They have made their statement, let’s see what happens.
Rob
Artisan
Rob Artisan / March 18th, 2007, 6:45 pm / #
Hi Rob
I suspect you’re right. The McDonald’s concept is that every restaurant is the same where ever you are and that’s something positive to rely on.
Having staff with thoughts of their own, does run counter to that.
Stephen Newton / March 20th, 2007, 3:41 pm / #
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