Need for a public statement
The making of a public statement is crucial in managing the perceptions of the public regarding efforts that an entity such as McDonalds is making in light of an outbreak of a serious disease that affects their products. A public statement serves a fundamental role in ensuring that the entity is in constant interaction with its main customers by giving them assurances of the efforts put in place to safeguard their safety. It restores the necessary public confidence and credibility (David, 2005) that customers attach to the products and avoids loss of customers which can be detrimental to success of the business.
Consequences of raising awareness
Raising awareness that there was a problem with its products does not take away any assurances that the people had initially in the company’s products. In fact, it demonstrates that the company is sensitive to quality issues for its products. Publicity restores any confidence that the public might have lost in the company for lack of updates. This is bearing in mind that the prevalence of the disease is something in the public domain. It would therefore be prudent for the company to inform its customers of its quality assurance efforts to avert any escalation of the crisis through its products. Such publicity measures are backed through the use of professional opinion from doctors and quality food examiners in order to avoid loss of business.
Variance of the answer based on region
Efforts by the company to array any fears in its customers can differ based on which region of the world it is operating from. This is because there are regions where the public have low levels of trust and confidence in the media. In areas such as Africa, the majority has low perceptions of any media reports and usually construes publicity efforts as a cover up of the truth. In such areas publicity efforts can have the opposite effect of erasing any assurances that the people had in the company’s products.
David, N. (2005). Effectiveness of publicity. The Journal of Advertising Research 12(3): 44-46.
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