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CORPORATE COMMUNICATIONS

open questions, all with a tone that indicates
that still it is something unimportant and
non-dramatic. In fact, although it explicitly
does not say, McDonald‘s makes an attempt
to regain the position where it stood before,
posing itself as a market leader who does not
attach much importance to such hitches.
In addition, in its reply, just casually in the
Post Scriptum, they note that phone call
would be enough, thus opening the way for
other analysts to draw to the surface Burger
King‘s lucrative intention to make drama and
cause lucrative publicity. However, PR experts
very carefully chose the words, in no way
condemning the idea of support and promotion
of peace, showing social responsibility of
McDonald‘s, thus deftly avoiding the trap of
acting as irresponsible, thereby causing public
anger towards them.

This „fresh“ example, is a novelty in
comparative advertising. Although so far
the „war of the burgers“ was interesting
and competitive, yet it was more focused on
mocking others campaigns, brands and the
like. This communication spin goes far beyond
the comparative advertising and contains
more elements of political PR, where whether
intentionally or unintentionally, it involved
the authentic civic movement POD, where
Burger King is one of the main sponsors.
Such communication gambits are common in
political PR, and several of them could be seen
in our country, such as: „The winner at the
elections should get 17 MPs gratis“ or „Diaspora
deserves not three, but nine representatives
in the Parliament“. The McWhopper case is
a good example that reflects the political PR
of large companies, which by their size go
beyond the classic corporate communications
and aim to build their image through the
techniques of political PR. The analyses and
comments on the actions of Burger King and
McDonald‘s are still created and updated, and
the general conclusion of the profession can
not yet be identified. Amid the analyses of this
political-corporate game, one commercial fact
is interesting. In the recent period, Burger
King and McDonald‘s reported a significant
increase in the sales of Big Mac and Whopper,
caused mostly by the customers who buy these
products to combine the product McWhopper
by themselves. Other chains, as we have said,
are still out of the game.

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