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Essay / Research Paper Abstract
This 8 page paper looks at the way in which McDonald’s communication with its’ target audiences. The company is considered using Grunig’s four models of public relations. The paper reviews the types of communication which have taken place and assesses the methods used, the way the messages were sent, who the audience was and the potential feedback. The bibliography cites 6 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEMcDcomm.rtf
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Unformatted sample text from the term paper:
and take place will vary depending on the company and their approach, the type of message being sent and the relative level of importance of the message. By looking at
the well-known company; McDonald, it is possible to assess the way in which they see themselves, and their values, in the way that they communicate with their audience.
In order to assess communication a framework needs to be utilised. Grunig puts forward the idea of four models of communication and public relations which
can be seen; the press agentry/publicity model, which is akin to propaganda, truth is not always relevant and the organisation undertaking this form of communication is seeking to persuade and
manipulate stakeholders into the organisations point of view, or to act in the organisations interests. It is a one-way communication model and is commonly found in product promotions (Noble and
Watson, 2007). The public information model is also a one-way communication model, but in this approach the truth is important and the
role is more that of information dissemination, this is a model that is often used by governments (Noble and Watson, 2007). In the two-way asymmetrical communication model there is communication
in both directions, however the company or organisation is still telling more than they are listening, when trying to persuade and manipulate the audience they are assessing this with gathering
feedback, this is often seen in competitive environments (Noble and Watson, 2007). The last model put forward is that of the two-way
symmetric model. This is where there is a true symmetrical level of bilateral communication, where the organisation undertakes research that is likely to be effective, and it is more doors
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