McDonald - The Arthur Page Society

potentially harmful product heavily to children. What may be acceptable in terms of
choice for adults may not glide by as easily when the market is children.
McDonald’s actions are frequently inconsistent with recommended best practices
in public relations in general and issues management in particulat. This is illustrated
clearly when students attempt to apply the Page Principles to explore the fast food giant’s
actions over the last decade or so. Many questions can be posed to encourage students to
think critically about strategic and tactical options that may have better served
McDonald’s in terms of dealing with a controversial issue in a manner that fostered
relationship-building among diverse external publics. For example, McDonald’s response
to the nutrition and health issue can be analyzed in terms of timeliness, openness,
transparency, and trust.
2. Purpose of the Case Study
1. To give students the opportunity to analyze effective issues management in a
consumer market.
2. To identify how issues develop over time, and how a corporation may become
vulnerable to an issue.
3. To demonstrate to students how application of the Page Principles could improve
McDonald’s public relations efforts in light of the nutrition and health issue.
4. To help students understand that:
a. Issues do not develop overnight, and constant monitoring of an issue provides
opportunity to incorporate proactive, rather than defensive, responses early in the process.
The case also shows students the continuing nature of issues as one way issues differ
from traditional crisis situations.
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