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McDonald’s is an organization that regularly communicates to its external publics. The history of McDonald’s is simple. Raymond Kroc, a salesman, invested his life savings to become the exclusive distributor of a milk shake maker called the Multimixer. He heard about the McDonald's hamburger stand in California and packed up his car and headed west. At that time, it was 1954 and he was 52 years old. He seized the day by pitching to the McDonald brothers the idea of opening up several restaurants and eventually convinced them that he could sell eight of his Multimixers to each and every one. As a result, Ray Kroc opened the Des Plaines, IL restaurant in 1955. It is now a museum containing McDonald's memorabilia and artifacts, including the Multimixer! After much success, McDonald’s went public in 1965 with the organization's first offering on the stock exchange. A hundred shares of stock purchased then would have multiplied into 74,360 shares today, and would be worth over $1.8 million. Effective communication skills by Raymond Kroc enabled the transformation of a hamburger stand into a multi-billion dollar industry. The impact of effective communication to its external publics will be further examined in this paper.
In general, the communications process can be cut down into a few sections that occur in any communication. First, there is a need to communicate. This need to communicate can be stimulated by an event, a success, a conflict, a disaster, a discovery or simply a reaction to someone else's communication. Second, after the desire to communicate has started the process, a message must be shaped in content and form. What is it that needs to be said and how is it going to be communicated? Everything ...