PR Portfolio - McUniversity Lounge în Cluj-Napoca

PR specialists, also known as communication specialists, represent the actors that stand behind the entire process of communication enhanced between corporations and the large public. Not only is this a strenuous responsibility, but also it implies that such PR representatives are charged with delivering the most complex and clear message that could lure the consumers into strengthening their use of the company’s products and services. Independently of the communication tools employed in such societal marketing strategies, PR actors are regularly confronted with situations in which improving, or even rescuing, the public image of the company comes as a must.

One such approach will serve as departure point of the present portfolio, in which the famous McDonald’s corporation develops specific PR plans in order to reflect a positive image and spread goodwill among its consumers. Consequently, the analysis will aim at counterbalancing the weaknesses and threats of the Cluj-Napoca McDonald’s situation with the strengths and opportunities that can be detached from a thorough strategic plan. Even though the SWOT analysis remains in virtual significance, one should be able to ascertain the consequent levels of the current project and finally evaluate the direction of the adopted strategies.

1. Research in PR- Multi-level analyses of the McDonald’s status

For many companies and corporations implementing an accurate plan and developing a range of well-aimed strategy is often a valid solution in the long run for competitive earnings and gaining loyalty. However, in order to issue such projects, PR specialists must thoroughly analyze the current situation and status of the corporation. The analyses issued at this point serve as starting points for what is perceived as powerful and effective versus the week and regressive. In fact, many PR specialists introduce this stage by using a SWOT analysis, which counterbalances the pros and the cons.

Considering that the current project uses the “enhancing the public image” PR strategy, it must be understood who the engaged actors are. This way, the triangle of interaction- McDonald’s company, PR specialist and consumers- must be appreciated in terms of relationship analysis, respectively of hierarchical appreciation. In order to do so, the PR specialist, as the intermediary element between the two commercial entities, must initiate a research work, which includes all of the following:

- Analyzing the situation

- Analyzing the organization

- Analyzing the publics, which the associate procedures that are needed in order to properly evaluate the relationship.

I. Situation analysis- a lookout into the current status of McDonald’s Romania

Fast food outlets such as McDonald’s are becoming a fact of life for Romanians.

This trend of the McDonald’s dream is becoming more and more common in our country due to several reasons:

- the efficiency of fast-food products that are fresh and cheap

- the rapid time preparation of such dishes

- the facilitation of consumer-oriented services promoted hand in hand with the alimentary products( children playground, organizing of Town-level High school Football Competitions, waste management programs development )

- complex advertising and PR strategies designed to invite children and the young to consume McDonald’s productsà special niche orientation

- McDonald’s often expands its products’ range, helping customers purchase different goods from the same location( McDonald’s will soon introduce a coffee-oriented niche )