This week's PR Roundup looks at the communication responses of McDonald's after several chaotic appearances in the news, Google's ban on political ads and a new report on how different generations respond to advertising and messaging.
McDonald’s Tough Week
What happened: Our hearts go out to the McDonald’s PR team this week. The company had to respond to public criticism of partisan politics after former President Donald Trump made a campaign appearance at a franchisee’s restaurant. But on top of that, later this week the fast-food restaurant confirmed an E. coli outbreak, after 49 people became ill after eating Quarter Pounders. This forced the chain to temporarily pull the burgers off the menu at some locations.
In response to the Trump visit, where media filmed him making fries and serving food to drive-thru customers (the customers were pre-screened, and the restaurant was closed for the appearance), McDonald’s sent an internal memo to employees, confirming its neutrality, and stating, “We are not red or blue—we are golden.”
According to Quartz, the memo to employees “clarified…that it did not facilitate Trump’s visit and “does not endorse candidates for elected office.”” The memo also subtly distanced McDonald’s participation in any sort of political activity.
“As we’ve seen, our brand has been a fixture of conversation this election cycle. While we’ve not sought this, it’s a testament to how much McDonald’s resonates with so many Americans.”
As far as the E. coli outbreak, things went from bad to worse for the brand. The 49 cases spread over 10 states, with 10 people being hospitalized and one death.
According to National Public Radio, “The Centers for Disease Control and Prevention reported the outbreak late Tuesday. It said infections were reported between Sept. 27 and Oct. 11 in Colorado, Iowa, Kansas, Missouri, Montana, Nebraska, Oregon, Utah, Wisconsin and Wyoming.”
Public critics seem to be surprised that McDonald’s only removed the burgers from some restaurants’ menus, rather than closing the restaurants themselves, and that it took so long to remove the items from the menu as well as go public with information.
Communication takeaways: Nathan Miller, Founder and CEO at Miller Ink, says McDonald’s recent controversies reveal two important truths for communicators.
“First, fast food is about more than filling your belly quickly and affordably,” Miller says. “Americans choose fast food because of the feelings it generates, and the emotional connection that they have with it. We define ourselves by our favorite fast-food restaurants. Both [presidential] campaigns have tried to key into these feelings to link themselves to everyday Americans—and be part of this connective tissue that brings together Americans across socio-economic backgrounds.”
“Second, if you don’t tell your story, others will tell it for you,” Miller continues. “McDonald’s waited more than a day to address the E. coli outbreak, while others defined this story for them. You don’t have to look any further than the McDonalds stock to see the tangible impact.”
Google’s Political Ad Promise
What happened: This week Google alerted advertising partners that it would halt all election ads across its platforms after the last Election Day polls close on Nov. 5.
According to Axios, a Google spokesperson said the company is implementing the policy "out of an abundance of caution and to limit the potential for confusion, given the likelihood that votes will continue to be counted after Election Day.”
Google introduced a similar policy after the 2020 election, intending to get ahead of any election misinformation in regards to the race being called.
And Google isn’t the only tech company setting up safeguards against misinformation regarding election ads. Meta says it will “block new political ads during the final week of the U.S. election campaign.”
Communication takeaways: Curtis Sparrer, Principal and Co-founder of Bospar, which regularly works with the tech industry, says Google’s ad pause policy is smart and other tech platforms should follow suit.
“Tech platforms and professional communicators alike do have a responsibility to learn from events like January 6, and should evaluate the impact and action caused by words and the spread of misinformation—especially if it instigates violence and severe instability, destroys public trust in an immediate and obvious way, damages economic sectors, and tarnishes democracy itself.”
Sparrer does note that organizations should pay attention to policy definitions when creating such policies.
“The Achilles heel here, however, is that the policy in its definition of “election ads” does not appear to include those underwritten by political action committees (PACs),” he explains. “That’s a huge loophole and problem because PACs fund, develop, and execute a massive portion of all political ads. The Citizens United v. FEC (2010) case gave them free reign on spending. Some of the most vicious and divisive ads are their brainchildren.”
Sparrer goes on to say that communicators should pay close attention to how this unfolds after Nov. 5 and to keep an eye on their own accounts and platforms.
“Expect the real-time impact of PACs, private citizens like Elon Musk, and platforms like X and Truth Social—that let misinformation run wild—to offset our better angels.”
How Different Generations Engage With Advertising
What happened: While advertising is not PR, communication aligns within an advertising campaign’s message and purpose. Advertisements also work to capture the attention of an audience and sometimes deliver important information to the consumer.
That’s why two recent reports by YouGov resonate not only with marketers or advertisers, but communicators representing brands and organizations as well. The first report, “How Different Generations Engage With Ads” explores the differing reactions to messaging and influence among varying age groups. The second report “Advertising by Age: Platforms and Content that Influence Consumer Behaviour” looks at how different generations receive specific messaging.
Key findings include:
“How Different Generations Engage with Ads”
- Advertising influence: 57% of Gen Z and 50% of Millennials say ads guide their purchasing decisions, compared to 36% of Gen X and 29% of Baby Boomers.
- Brand messaging matters: 66% of Gen Z and 64% of Millennials want companies to express how they feel about social issues.
- Representation in ads: 54% of Gen Z and 50% of Millennials feel their lifestyles aren’t adequately reflected in ads.
- Celebrity endorsements: Younger generations enjoy celebrity ads (52% Gen Z, 44% Millennials), far more than Gen X (28%) and Boomers (18%).
“Advertising by Age – Platforms and Content that Influence Behavior”
- Cinema ads thrive: 58% of Gen Z and 56% of Millennials enjoy cinema ads, compared to only 27% of Baby Boomers.
- Younger generations notice transit ads more: 63% of Gen Z and 53% of Millennials report noticing ads on trains.
- Social media > websites for younger audiences: 55% of Gen Z and 43% of Millennials engage more with social media ads compared to just 19% of Gen X and 7% of Boomers.
- Personalization matters: 45% of Gen Z and 38% of Millennials engage more with personalized ads, compared to 29% of Gen X and 21% of Baby Boomers.
Communication takeaways: Of course the advent of newer technologies and targeting yields a different experience with advertising for each generation. Anna Murphy, VP Product Management, Data Products at YouGov says it’s important for PR pros and communicators to pay attention to this when looking to deliver impactful messaging and campaigns.
“These reports show that Gen Z and Millennials are redefining the advertising landscape by emphasizing personalization, representation, and social values,” Murphy says. “For PR professionals, the takeaway is clear: targeted strategies that authentically reflect the lifestyles and values of these consumers make an impact. Out-of-home ads, social media, and genuine brand messaging resonate far more with younger audiences than traditional media like TV. By understanding these preferences, brands can create campaigns that truly engage and build lasting connections.”
Nicole Schuman is Managing Editor at PRNEWS.