Executive Summary
Introduction
McDonald’s Corporation serves millions of customers every day around the globe.
Golden arches in the shape of an “M” serve the company’s brand of fast-food service that
focuses on quality of food in effective times of delivery. Employees around the world are
trained to provide a Gold Standard for all food and beverage products under McDonald’s
Corporation’s policy and procedure manuals. Since the origins of McDonald’s many franchises
have since expanded the company’s name and reputation in local communities. This media
relations manual will help debrief the organization on a national scale while also focusing on
the Greg and Jan Luring franchise base in Yakima, Washington.
Analysis
Discovering a small business in California that was operated by two brothers, became
the first moment in which the McDonald business would grow and prosper. Ray Croc in 1954
met Dick and Mac McDonald pitched to the two brothers about expanding their business
practices and expectations to be extended into other businesses around the nation. Only 58
years later, the McDonald’s Corporation has expanded not only nationally in the United States
but around the world also.
McDonald's brand mission is to be our customers' favorite place and way to eat. Our
worldwide operations are aligned around a global strategy called the Plan to Win, which center
on an exceptional customer experience – People, Products, Place, Price and Promotion. We are
committed to continuously improving our operations and enhancing our customers'
experience.
Greg and Jan Luring are the CEO’s of the McDonald’s Franchise based in Yakima,
Washington. Believing in Ray Croc’s idealism of providing great quality service to each customer
every time is a Gold Standard Quality they envisioned when they first a McDonald’s store in
Yakima 33 years ago. Years later, the Luring franchise has expanded to Yakima, Selah, Union
Gap, Ellensburg, Cle Elum, Sunnyside and Toppenish, resulting in 13 stores in total.
Media Coverage
Nationally and globally, McDonald’s Corporation provides national advertisement and
public relation campaigns to target their audiences and establish a relationship between the
customer and their local store. However, franchises receive little to no media attention as seen
in the Greg and Jan Luring Franchise as well. This could be majorly in part of being a franchise
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owner rather than owning the McDonald’s Corporation seal of approval. Until recently, little
media coverage has been seen with any of the McDonald’s stores under the ownership of the
Lurings.
Media Contacts
There are many local media outlets surrounding each of the Luring’s McDonald’s stores,
however, hardly any of them have been used to send press releases to or receive media
coverage for McDonald’s sponsored events. Although there is a list of many media contacts,
many of them are unnecessary to extend press releases, fact sheets, media alerts and media
kits to. A great majority of media listings in the area are radio stations that have very specific
audiences.
The Hispanic community is known to gather more news information from radio than any
other media outlet; however, when looking to target audiences effectively, understanding the
audience is crucial. For the stores in the Yakima County region with Hispanic populations and
Spanish-speaking natives, it is important to understand that radio will be the best way to send
messages to them through the media. However areas such as Cle Elum and Ellensburg where
the majority of their customers are Caucasian, newspapers and broadcast television serve the
best way of receiving a message.
Media Relations/Crisis Management
Greg and Jan Luring provide to be the key spokesperson of their franchise when dealing
with any crisis’s or achievements involving any or all of their McDonald’s stores. However when
McDonald’s Corporation releases a press release or media kit, it is essential that the corporate
office of each and every franchise makes sure that all general managers and shift managers are
on the same page. Sending out one clear concise message is important to having an effective
campaign or when dealing with crisis situations.
Summary
The Greg and Jan Luring franchise is an ever-growing business expansion seen in many
cities east of the Cascade Mountains. The Luring name has been branded into the local
community minds and hearts. The Luring’s are seen as a part of the area in which each store
resides in rather than a stranger. With over 33 years involved with the McDonald’s Corporation,
the Luring franchise can only see expansion rather than regression.
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