Mclibel Case Study

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Mclibel Case Study

As organizations seeks ways to increase profits by filtering into international markets, many turn to the field of public relations as a way of reaching cross-cultural markets. Factors such as values, cultural differences, language barriers, beliefs, etc&in order to successfully promote an organizations products and services. Public relations practitioners have the responsibility to be the mediator between the organizations and public(s). According to Murphy and Dee (1992),  Public relations makes organizations more effective by building relationships with stakeholders in the environment that have the potential to constrain or enhance the mission of the organization. This role also involves disseminating and seeking information to the public. This information/feedback provides the public relations practitioners and the organizations with insight as how the publics perceive the organization.
When the organizations forget/ignore the importance of public relations practitioners role in the organizational structure, this may often result in dissatisfactions among the organizations publics and often react in a way that may harm to the organization. This conflict is characterized as activism, which when not dealt correctly, can end in harsh consequences such as tarnished reputation or decrease in profits.
1. McDonalds perspective in identifying their key publics in the Mclibel case.
Its very important to correctly identify and characterize the relevant key publics. Dewy(1982) first propounded a public is a group whose members face a similar problem, recognize that problem exists, and organizes something to do about it. Grunig and Hunt(1984) assert that there are three stages in the evolutions of publics. In the first stage, the public does not recognize the problem. In latent stages, the public moves to the aware stage when it recognizes the problem. The final stage is the active stage recognizes the problem and organizes something to do about it. According to J.E. Grunig and Hunt (1984) the idea is to communicate with an aware public before it actively opposes an organization, thus becoming an activist public.
London Greenpeace is an activist group with 3.3 million members in over 22 countries that use highly visible actions to draw media attention to environmental problems. The London Greenpeace group, a division of Greenpeace, is an independent group of activists that has no involvement in any political party. This group meets weekl...

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