Communication policy of Mc Donald

About Mc Donald in India:

McDonald's in India is a locally owned and managed company run by Indians, employing
local staff, procures from local suppliers to serve its customers. McDonald's worldwide is
well known for the high degree of respect for the local customs and culture, it is culturally
sensitive. McDonald’s has developed a menu especially for India with vegetarian
selections to suit Indian tastes and preferences.

Mc Donald follows highly bureaucratic culture though the organisation structure is flat &
it follows machine metaphor. It is an expressive organisation in terms of its high
expression on corporate branding & its image building. They follow a standardized process
to ensure same quality and it also reduces lead time .This journey has seen McDonald's
develop a rich brand identity amongst its customers and employees as well as partners
alike.

Importance of communication policy In Mc Donalds:

The Mc Donald Communication Policy is an important aspect of continual efforts to build up
global trust in the corporate brand. It should be adopted by Board of Directors to provide
guidelines for how communication should be conducted to ensure that it is in accordance with
the Mc Donald Group’s interests. In today’s global information society, however,
requirements and standards are constantly changing, and accordingly, Mc Donald’s
Communication Policy will be scrutinized and revised on an ongoing basis.

Objective:
The purpose of this policy is to ensure Mc Donald’s ability to deliver messages effectively
and consistently in both crisis and non-crisis situations, in a manner that serves the
organization’s strategic mission, vision, goals, objectives, image and reputation. This in turn
should cultivate the notion of respect credibility and acceptance of all messages.

Scope:

This policy covers all Mc Donalds communication activities, both internal and external,
through all forms of communication channels.
The policy also applies to all MC DONALDS personnel at headquarters and branch level.
The different issues covered in here are:
• Communication tools: mainstream mass media, electronic channels, print, image,
interpersonal channels.
• Internal communication: Communication with branches, communication with
board, and communication with employees.
• External communication: Media, customers, Suppliers etc
 Organizational publications: Special offers, brochures, cards, posters etc.
  Media relations: press releases, press conference, giving information to the
media, interviews with media.
 Guidelines for sponsorship activities.
• Website: generating information, uploading/ administration of website.
• Corporate identity/ Brand: logo, mission, vision, principles, and corporate colours.
• Crisis communication

Implementation:

All members of staff, at headquarters and branch level, will take responsibility to implement
this policy, especially by observing the provisions herein.

POLICY GUIDELINES

Modes of communication:

MC DONALDS will, depending on the circumstances and nature of activities, embark on

different models of communication to facilitate effective operation, and uphold the good
reputation and image of the organization. These models will include:

Public information model: Information will disseminated widely, with a purpose of

creating increased awareness, knowledge and understanding of MC DONALDS and its
activities, not necessarily with an influential purpose. Members will report objectively about
the organization to the public. This may be during orientation sessions, dissemination
sessions or public information programs in mainstream media.

Two way communication model:

 Two- way asymmetric model: members will employ scientific persuasion. They will
take time to understand attitudes and behaviour of the target groups and based on
those to persuade them to accept the organization.
 Two –way symmetric: members will serve as mediators between the organization
and its various customers. The goal is to ensure mutual understanding.

The persons involved in the implementation of the policy will spread the faith of the
organization; using different tools/channels. At all times, members will avoid disseminating
distorted, half-true information or even tendencies to propaganda.

Communication tools
Mc Donald’s will use all communication tools at its disposal including mainstream mass
media, electronic channels, print, image, and interpersonal channels. These will be selected
depending on the message being delivered and the target group. The wide range of tools will
include, but not be limited to:
• Mainstream media: TV, newspapers, radio.
• Bulletin boards
• Suggestion box
• Organizational newsletter
• Audio visual presentations

Internal communication:

Purpose: To help all employees become involved in the company’s development and to
increase their knowledge about t it’s culture with the help of open and explanatory
information, enhancing their knowledge on business objectives and strategies so that their
involvement, loyalty and responsibility towards the company is strengthened. The employees
should relate with organisations goals, mission, and vision & its identity & bring them into
their behaviour.

Target group: This will comprise communication between programs, communication with
branches; communication with the Board, communication with staff.

Principle: Internal communication shall maintain a high quality, maintain continuity & utilize
benchmarking – in other words, point to successful methods that can provide inspiration and
examples of excellence in the organization’s various operations.

Channel: The message senders will use any of the various tools available to them, depending
on the needs of their target recipients. The main channels for distributing internal information
are:
• The main and foremost information channel is the Intranet, emails containing current
and continuously updated company information, external and internal news, articles
and policies, among other items.
• Meetings, storytelling, video conferencing to ensure that all the employees understand
the ethics, values & identity of Mc Donald.
• Newsletters and information to ensure cascading of information concerning Group
decisions and events.
• The corporate website, Mc Donalds.com, containing important information about the
Company.
External communication

Purpose: To increase people’s knowledge about Mc Donalds and its operations, focusing on
the company’s role as a responsible & world’s leading food service retailer with the aim of
strengthening people’s confidence in Mc Donald and its brands.

Target group: This will comprise communication between customers, suppliers, employee’s
family, market journalists, legal authorities (government), relevant organizations and the
general public.

Principle: Contacts with all external target groups are to be characterized by continuity and
a systematic, long-term approach. To achieve this, all external information must meet the
basic criteria of openness, speed, objectivity and clarity.

Channels: These include the corporate website, annual report, interim reports, press releases
and presentation materials, as well as meetings with analysts and the press, conference calls
suggestion box and individual contacts with customers.

1. Organizational publications: These will be a key tool of communication for both

internal and external purposes. They may include: newsletters, brochures, greeting
cards, special offers, calendars, posters, fact sheets, fliers , etc. these may be in
different languages, depending on the needs of the target recipients. Different
programs can, at any point in time, initiate the production of a publication. However
consultation will be made with the communication program for technical advice on
layout, design, grammar etc. All publications should not violate the principles of the
Mc Donald’s and should always bear the logo. Both soft and hard copies of all the
publications should be available to the resource centre.

2. Media relations: It is essential that information provided to the media by Mc Donald

creates awareness about the organisation and its operations in such a manner that the
media convey an objective, pertinent and accurate picture of Mc Donald. It is to be of
value to the company relations with the media which must be long-term and based on
mutual relationships. Due to competition and the thirst for news within the media,
articles and radio and television features are sometimes based on rumours and
incomplete information. Consequently, all contacts with the media must respect the
restrictions that apply to listed companies. The basic rule is that all important
information must be released simultaneously and with equivalent content.
 3. Guidelines for sponsorship activities: Proposals concerning Group wide
sponsorship activities must be submitted to and approved by the Head of Corporate
Communications or another member of Group management. Proposals shall be
evaluated based on legality, image building potential and commercial value to the
company.

Website
There shall be only one Corporate Website. As a principal source of information about the
Group, the website plays a strategic role in the company’s communication program. The
Group’s website should be a high-quality central medium serving both internal and external
visitors.
Maintenance of the Mc Donald’s website will be the responsibility of the communication
programme in liaison with the appointed manager. The communication staff will also be
responsible for information gathering from all possible sources. All staff will be expected to
collaborate with the communication staff and avail them with all necessary information to
keep the website constantly updated.

Corporate identity/Mc Donalds Brand

Corporate identity will refer to the physical attributes that distinguish Mc donald from other
institutions. These will range from the Mc Donalds logo, punch line & from corporate colours
to mission, vision, and principles. The relevant authorities will communicate any changes to
any of these items effectively. All communications coming from MC Donald’s must bear the
logo, vision and mission, so that recipients can easily identify it with the institution. All MC
Donald’s properties, headquarters and at branch level, shall be clearly identified with its logo,
whose standard must be adhered to. These may include but not limited to:

 The livery (paint work on vehicles)

 All stationery including letterheads, invoices, order forms, receipts, compliment slips,
business cards etc
 Name displays on premises such as head office, branch offices etc
 Exhibition stands show rooms
 Organizational marketing literature e.g. catalogues, pricelists, promotion material
 Labels packaging and containers
 In house publications
 Advertisements in all media
 Clothing items like uniforms, overalls, head gear, caps, lapel badges etc
 Diaries and calendars
 Give- away such as key rings, toys, novelties.
Using our symbol to increase visibility

 The Mc Donalds logo must be graphically “clean” and undecorated. Artistic designs,
no matter how striking and creative, should never be used or within the Mc Donalds
Symbol and logo.
 All paid volunteers should wear an insignia or pin as they carry out their work. This is
vital to the work of Mc Donalds as they are associated with the organisation.
 When a celebrity or any person appears in public to speak on behalf of Mc Donald’s,
make sure he or she is wearing an insignia that will be seen in photographs or on film.
 Paid and volunteer staff should be encouraged to wear symbol as a pin when off duty.
However, the symbol should not be worn inappropriate place as bars & pubs or if the
individual is engaged in activities that would show URCS in a questionable or
negative light.
 When paid or volunteer staffs appear before the media, they should make sure that a
pin or other insignia is clearly visible.

All staff and paid volunteers should be familiar with reference to the symbols and with the
guidelines or use of the logo.

Crisis Communication

A crisis is a situation in which events beyond Mc Donald’s control threaten to damage the
relations with its customers and employees, or its reputation, financial position or other vital
interests. A crisis management team shall be assembled to handle crises. Corporate
Communications is responsible for managing all internal and external communication during
a crisis situation that could adversely affect the Group. A manual on how to handle crisis
should be given to all the employees.
References

 Communication in organisation by Fisher

 Organisation behaviour by Robbins
 Communication policy manual by