Complete a 2-3 page (500-750 Word) essay — the case studies of Ronald McDonald’s Brush with Antisocial Media, Chapter 10 pg. 222 and Anthony Weiner Texts His “Anthony” found in Chapter 12 pg. 269. Case Study Completions are to be posted and submitted no later than Saturday by 11:59 p.m
Instructions: Use the following framework for your case analysis. Your case analysis assignment is designated above and can be found in your textbook.
Step 1: Read the cases thoroughly with a view to understanding the Public Relations issues illustrated by each case. Make sure you discriminate between information which is relevant and that which is superfluous and/or ambiguous.
Step 2: Define clearly and concisely the basic problems (or issues) in the cases. Then identify the main issues. Do not be confused with “symptoms.” Identify the key decisions to be made.
Step 3: Use the information and facts provided in the case to analyze the situation. This would include understanding the situation, an analysis of the environment (if applicable)– for example, are there particular strengths and weaknesses, external opportunities and threats (SWOT analysis), etc. that should be mentioned?
Step 4: Based on your analysis from step 3 above, identify possible alternative strategy solutions to cope with the problem(s)/Issue(s) you have identified in step 2 above. State any assumptions you make, and feel free to make assumptions in order for the strategies to work. Evaluate the pros and cons of each alternative considered. This should form the main focus of your attention in the case analysis.
Step 5: Recommend a course of action (if appropriate), selecting the alternative proposed in step 3 above. Which would you consider most appropriate to solve the problems you have identified in step 2 above taking into consideration the analysis made in step 3? Include some specifics regarding how the recommendations may be implemented by the marketing team. Note: You should edit your recommendations based on the latest web-information that you can access by going to the company’s website.
Your response should be approximately 500-750 words, and should follow the organizational structure listed above (Steps 1-5). Write well. Write clearly. Clearly structure your final report.
Case Study Ronald McDonald?s Brush with Antisocial Media In the 21st century, the face of public relations is changing, largely due to the phenomenon of social
media. And that ain?t always such a good thing. Just ask the world?s largest fast food chain, McDonald?s.
McDonald?s, with its franchise known throughout the world, is one of the globe?s most well-known and
progressive companies (Figure 10-11). And that includes its use of social media.
McDonald?s has a director of social media who has instituted a robust, multiplatform program. Rick Won
acknowledges that with respect to the Internet and social media, ?You don?t control things. You can only
hope to steer things in certain directions.? Indeed, Mr. Won has led the fast food franchiser with sA little
more than an hour after the tidal wave of #McDStories negativity began, Mr. Won killed the Twitter
campaign, pulling the hashtag off the Twitter homepage. McDonald?s and Mr. Won, shaken from the social media blitzkrieg, had learned some valuable lessons.
It?s fine to be creative with hashtags, Mr. Won said, but it?s better not to create tags that people assume
mean something they don?t. If anything, the social media director concluded, ?the lesson of #McDStories
is that we can be an easy target for people who are uninformed.? Case Study Anthony Weiner Texts His ?Anthony? There are many reasons why Americans don?t trust, don?t like, and don?t want to put up with the
arrogance that resonates among members of Congress. One, in particular, was a Democrat with a long
face and huge ego, who hailed from the borough of Queens, New York. Anthony Weiner, the congressman from Queens, was an up-and-coming Democrat star. A protégé of
New York Senator Chuck Schumer, himself the most self-servingly successful publicity-seeker this side of
Donald Trump, Weiner distinguished himself in 11 years in Congress as one of Washington?s most savvy
purveyors of public relations. The combative and charismatic congressman was a familiar face on cable TV, even including the dreaded
Fox News, where Weiner was a lone liberal willing to mix it up with antagonistic conservative hosts.
Weiner was one of the only Democrats with nerve enough to battle with Foxcasters Don Imus or Megyn
Kelly. And he gave as good as he got. Weiner was also ambitious. Not content with the life of a low-clout, albeit highly recognized,
congressman, Weiner had his sights set on replacing Michael Bloomberg as mayor of New York City in
circumspect and more characteristically combative. He insisted his account had been hacked and
attempted to deflect the conversation to ?issues of much greater importance to our nation.? When
reporters pressed, he punched back, labeling one CNN journalist a ?jackass? for refusing to desist in
pressing the sexting issue. Typical of Weiner?s response to the controversy he couldn?t quite get rid of was his tête-a-tête with ABC?s
Jonathan Karl. Karl: ?Is it inappropriate for a member of Congress to be following young women on a Twitter
Weiner (snarling): ?That?s outrageous. Ya know, that?s really outrageous. The implication is outrageous.
Your question had a pretty charged supposition, ?Do you think there?s anything wrong with following
young women on Twitter?? Do you really think that?s a fair question?? Rep. Weiner evidently failed to understand that to a reporter in the 21st century, no issue is of ?greater
importance? than sex. He suggested to reporters that he had hired an Internet securities attorney to look
further into the case. Nonetheless, the congressman made no calls to authorities; nor did he report the
alleged account tampering, as was required by Congressional rules. Despite his repeated attempts to change the subject, not only couldn?t Weiner shake the controversy, his
curious attempts at deflection served only to attract more journalistic interest.
And, oh yes, he steadfastly refused to resign. Rather, said Weiner, he would seek help for whatever it was that afflicted him, get cured, cooperate with
any ethics investigation his colleagues thought appropriate, but then return to the House to complete
the important business for which his constituents had sent him to Washington.
Not So Fast, Tweetie Maybe Anthony Weiner saw no problem in returning to congressional action. But others had other ideas. In the days following the press conference, news outlets and Websites began to report on other racy and
explicit messages and photos from Weiner?s online accounts to other women. The BigGovernment.com
Website that published the first crotch shot came up with another photo from another woman of a
man?s shirtless torso. (Guess who?) RadarOnline.com reported that a Nevada woman claimed to have
200 explicit messages from Weiner via a Facebook account. Other sites leaked photos they claimed to be
Anthony Weiner?s genitalia.
Finally, three weeks after the emergence of the telltale tweets, Anthony Weiner called yet another press
conference at a senior center in his Queens district. The press conference?interrupted yet again by a
Howard Stern confederate screaming ?pervert??lasted all of four minutes. Rep. Weiner made the following statement: I am here today to again apologize for the personal mistakes I have made and the embarrassment I
have caused. I am announcing my resignation from Congress, so my colleagues can get back to work, my
neighbors can choose a new representative and most important so that my wife and I can continue to
heal from the damage I have caused. And with that, mercifully, Anthony Weiner was gone.
Seitel, F. P. (05/2013). The Practice of Public Relations, 12th Edition. [VitalSource Bookshelf Online].
Retrieved from https://bookshelf.vitalsource.com/#/books/9781269986991/