McDonalds public relations crisis multinational corporations for their failure.doc

 PAGE \* MERGEFORMAT 18 McDonald’s public relations crisis multinational corporations for their failure Crisis reason July 12, Guangzhou, two consumer to eat McDonald’s, point of the two cups of tea and found them a very concentrated taste of the disinfectant. Deputy manager to explain the scene at that time, the reason may be due to the store clerk the day before the big pot for boiling water, after decontamination, the fact that due to the residual disinfectant cleared. The vice president also said that consumers can claim compensation, and 7:15 to notify the McDonald’s store manager and regional supervisors to the scene in order to properly resolve the matter. But the result was both manager and supervisors until 9:00 after more than one after another. In the meantime more than two hours, the McDonald’s employees and two customers many times a dispute, even if the staff of Trade and Industry Bureau arrived at the scene to conduct the mediation efforts to end nearly an hour still end up broke down, causing consumers to angrily alarm. 2 consumers request the matter to McDonald’s, McDonald’s incident should be a reasonable explanation to the consumer, reasonable responses and reasonable compensation. McDonald’s has made to both aspects of compensation for 500 yuan each, such as the sick within two days the parties can go to hospital for treatment, medical expenses for reimbursement, but declined to make a survey program decisions. McDonald’s behavior aroused the dissatisfaction of consumers, both to consumers (and journalists) huff, in the media, this ‘disinfectant’ were exposed as the incident light, while the South of a media reporters two days after the incident with the Guangdong Sanyuan McDonald’s to get in touch to find out what the relevant circumstances, McDonald’s remained silent, saying the matter is still under investigation, does not express any opinion. After a lapse of a week later, McDonald was released just a few children’s ‘statement’, with