Essay on Mclibel Case Study

This is the first 1,000 characters of 2014 words (8.06 pages) in the essay titled Mclibel Case Study

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 organization’s 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 practitioner’s role in the organizational structure, this may often result in dissatisfactions among the organization’s 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. McDonald’s perspective in identifying their key publics in the Mclibel case.
It’s very

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