Tag Archives: CEO

Inside McDonald’s: PR 101

As one who pays attention to the public relations world, I often notice especially good or especially bad examples. One especially good example I noticed recently was McDonald’s CEO, Don Thompson, in a brief CNBC piece, Inside McDonald’s.

insidemcdonaldsCNBC fires several tough-ish questions at Thompson, all of which he answers in plain English, followed by one very important thing: he steers the discussion back to his points. Even the classic, “(controversial topic) followed by, “how do you feel about this?'” comes back around to “we’re about opportunity” in a conversational manner.

Talking Points & Must-Airs

It’s pretty clear that in preparing for this interview – and you know there was some serious preparation – keywords definitely included, “opportunity,” “innovation,” “real food,” and a few others that stand out to anyone who’s ever done any sort of media analysis. Still, Thompson comes off as sincere, keeping his cool (very important), and gives a textbook example of handling questions on one’s feet.

Reporter: You said last year the menu to you seemed to lack a bit of energy. You didn’t want to repeat what you did last year. What went wrong?

Thompson: Well, I’ll say it’s less than what went wrong, it’s what didn’t we do? It’s always about the opportunity. Some of the opportunities we had were… (and: back to talking points).

Inside McDonald’s is much less of a hard-hitting exposé than a top-level look at how things operate. Regardless of what you think of McDonald’s (they are not paying me for this, and I do eat there occasionally) or the merits of this production vs. others – see Netflix for some less-than-friendly reviews – the interaction between reporter and executive here is what makes this worth watching.

Here’s Inside McDonald’s in its entirety via Bloomberg.com:

mcvideo

What do you think? Have you seen any examples of good or bad PR lately? Have you ever developed talking points or been in a similar media situation yourself? Let us hear from you in the comments.

Christie’s CEO Justifies Social Media in 5 Seconds

In an interview with Marketplace, The CEO of auction house, Christie’s, Steven Murphy, put forth one of the best justifications for businesses getting on social media there is. It stood out to me for its utter salience and logic. Here is the exchange:

Marketplace: Christie’s on Twitter? I think the world just exploded.

Murphy: Yes. Well, why not? Our customers are on Twitter. We should be too. Our clients are spending 60 percent of each day online with some screen, so we need to be there too.

Jerry Uelsmann, Untitled, 1969

Who says montages aeren’t profitable? Here’s one offered by Christie’s from my all-time favorite artist, Jerry Uelsmann

Simple as that.

On the surface, a company founded in 1766 wouldn’t seem to be the case study for social media, but if that’s where your customers are — well, that’s a pretty good justification.

Christie’s is also on Pinterest, Tumblr, Instagram and Facebook, among others. I think these highly visual networks are the perfect showcase for the treasures coming through Christie’s that much of the public may never have the chance to lay eyes upon. Check out their profiles for a look at some highly compelling art.

Going once, going twice….

What do you think? Do you know of other companies making strong use of social that might not “fit the mold” on the surface? Ever purchased anything at auction (besides eBay)? Let us hear from you in the comments.