Trying to alter public—and media—perception of a product can be a trying proposition. However, in McDonald's ongoing Quality Moms Correspondents Campaign, which centered on building positive viral and WOM buzz about the quality of its food, it was an imperative.
“Critics wanted to know that we were providing these moms with an authentic, transparent experience,” says Tara Lazarus Hayes, manager of McDonald’s U.S. communications. “There’s always going to be people who are going to say it’s sanitized and created specifically for these moms.”
When dealing with critics, “ask them what they want to know and then address those issues within the confines of the program,” notes Judy Rupnow, counselor at Morgan & Myers.