How McDonald’s USA ties communications to the bottom line

Impressions don’t cut it in PR measurement at the fast-food chain. What matters is proving one’s impact.

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Editor’s note: This story is taken from Ragan’s distance-learning portal RaganTraining.com. The site contains hundreds of hours of case studies, video presentations, and interactive courses.

Perhaps it has happened to you. You discuss a campaign with your marketing partners, and some type-A hard-charger demands, “We need to get one billion media impressions for this campaign!”

And maybe you’ve had to let your gung-ho teammate down gently: Bear in mind, pal, there are only about 318 million people in the United States.

So how do you measure your PR efforts, if not with impression mania or the discredited Advertising Value Equivalency? Molly McKenna-Jandrain, director of public relations at McDonald’s USA, tells how the restaurant giant connects PR to profits.

In a Ragan Training session, “How McDonald’s USA ties communications to the bottom line,” McKenna-Jandrain lays out how the company charts the value of the media it generates.

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