McDonald - The Arthur Page Society

1. Introduction
Teaching Notes
Studying the case of McDonald’s Corporation in regard to the issue of health and
nutrition provides an excellent opportunity for students to learn issues management as it
affected (and continues to affect) this leading multinational corporation. The case
focuses on oppositional forces criticizing McDonald’s for promoting and providing
unhealthy fare and looks across disciplines for challenges that have been presented
legally, legislatively, through movies, and multi-media coverage. In other words, this
case study demonstrates the many dimensions and challenges public relations
practitioners can face in terms of continuing issues management. Through this case,
students can learn the need for integrating an effective public relations perspective into
corporate communications and overall corporate strategy as a way of adjusting to
criticism by external publics
The McDonald’s case is unique in also providing a blueprint for students to learn
the concept of corporate product adaptability in light of overarching societal trends. One
element of issues management—that of environmental scanning—provides for
monitoring the pulse of public opinion on an issue in order to plan proactively to coalesce
with that trend. In this case, with the question becoming what to do when your product
has been deemed harmful to consumers’ health, McDonald’s has had to incorporate
changes in its very product range. In other words, the McDonald’s case provides
instruction relating to the need for corporations to adapt in order to survive when a
societal issue drives consumers’ preferences in a new direction.
The McDonald’s case also invites exploration of advertising and promoting a
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