pr

You are currently browsing articles tagged pr.

McDonald’s pranked with second fake memo

20 October 2009 in Internet, Marketing by Stilgherrian | 2 comments

Reddit listing of second fake McDonald's memo

The supposed leaked memo from McDonald’s that I wrote about on Saturday is itself a fake.

The memo, which like the original fake by serial prankster David Thorne was posted on Reddit, purported to be an email from McDonald’s Australia’s Corporate Communications Manager Bronwyn Stubbs outlining their response.

Someone also attempted to post the text of the memo as a comment to my original post.

However Stubbs emailed me yesterday to say it’s a forgery.

The Purported McDonald’s Memo that you include as part of the article is based on a piece of internal communication that I sent out to my colleagues, however, it has been doctored and changed in various places. Most particularly the final paragraph regarding David Thorne has been completely made up.

That made-up paragraph read:

According to recent news articles and other information we have been provided, the fabricated letter was created by an Adelaide man named David Thorne. At no time should any member of McDonald’s mention the name David Thorne to any media representative. We have spoken to police and are in the process of filing charges against Thorne. We are also speaking with legal regarding a possible law suit. At no time should any member of McDonald’s contact Mr Thorne or engage in any correspondence with him. Should Mr Thorne contact you in any way please let me know immediately or forward any emails.

This certainly kills our speculation as to why someone at McDonald’s would have leaked this memo — they didn’t.

The question now becomes who posted this fake memo, and why? If we’re talking opportunity and motive, well, anyone on the entire Internet has opportunity. Motive? How about a certain prankster seeking attention for his book?

Bugger. I just linked to it myself.

Another question is how businesses can respond to fakery like this, particularly when it’s a brand which people already love to hate.

Is McDonald’s doing comment spam now?

17 October 2009 in Internet, Marketing by Stilgherrian | 10 comments

[Update 20 October 2009: It turns out this new purported McDonald's memo is itself a fake. The comment spam attempt was not from McDonald's.]

Fake McDonald's memo: click to embiggen

Well-known burger-tossers McDonald’s would be pissed off about that fake email tarnishing their reputation, and understandably so. But are they now responding with unethical tactics?

I don’t know. But here’s my little bit of evidence, and maybe The Power of Crowdsourcing [read: "expecting everyone else to do your work for you"] can fill in the gaps.

  1. A document purporting to be a leaked internal memo outlining McDonald’s response policy, and claiming they’re taking legal action against prankster David Thorne, was posted on Reddit — which happens to be where Thorne promoted the original fake memo. The account used to post this new memo, the oh-so-revealing 9911882882288, was created at that time and this is their only post. I’ve included the full text of the purported memo below.
  2. This morning someone tried to post a comment here which was merely a copy and paste of that same memo. They used a clearly false email address, which is presumably what caused their comment to be tagged as potential spam, and an Apple Mac running Safari sitting on an IP address on the Hutchison 3 mobile network.

This strikes me as rather curious.

Since McDonald’s is the big fast food chain that haters of big fast food chains love to hate, I don’t see that many anonymous bystanders rushing to its defence. Something in my waters says this is more likely to be someone acting on McDonald’s behalf — but that’s just a gut feeling.

And since McDonald’s is a big company, presumably they have a big respectable PR firm too.

So why, therefore, the anonymity?

The Public Relations Institute of Australia’s Code of Ethics talks about “dealing honestly”, which in my books means identifying yourself — although I’ll admit I’m hazy on how the PRIA itself would interpret that.

Has anyone else had someone attempt to post this memo as a comment? Is anyone seeing McDonald’s posting official comments in their own name?

And what do you make of the fact that prankster David Thorne works for a design agency which lists McDonald’s as a client?

Read the rest of this entry »

Links for 28 August 2009 through 09 September 2009

08 September 2009 in Daily Links by del.icio.us | 2 comments

Stilgherrian’s links for 28 August 2009 through 09 September 2009, gathered automatically and then forgotten until today:

Links for 21 June 2009 through 11 July 2009

11 July 2009 in Daily Links by del.icio.us | No comments

Stilgherrian’s links for 21 June 2009 through 11 July 2009, posted as an act of desperation:

Links for 29 April 2009

30 April 2009 in Daily Links by del.icio.us | 2 comments

Here are the web links I’ve found for 29 April 2009, posted with postalness.

  • Australia 2020: Government Response: A year after the event which seemed so important at the time, we finally have the government’s response.
  • Developments in internet filtering technologies and other measures for promoting online safety | ACMA: The second of ACMA’s three annual reports on “developments in internet filtering technologies and other safety initiatives to protect consumers, including minors, who access content on the internet”.
  • The Full Story: “The Full Story is a media and information release portal where individuals and organisations can post breaking news, publicity, information or their side of the story on issues of local or national importance — free, as it happens, unedited and in full.”
  • Internet-Age Writing Syllabus and Course Overview | McSweeney’s Internet Tendency: “Course Description: As print takes its place alongside smoke signals, cuneiform, and hollering, there has emerged a new literary age, one in which writers no longer need to feel encumbered by the paper cuts, reading, and excessive use of words traditionally associated with the writing trade. Writing for Nonreaders in the Postprint Era focuses on the creation of short-form prose that is not intended to be reproduced on pulp fibers.”
  • NBN Luddites will be proven wrong | BuddeBlog: Analyst Paul Budde with another thoughtful piece.
  • RedR Australia: This organisation provides training for people working in overseas aid and disaster relief, covering everything from logistics to personal protection. Yes, there is a reason this is being bookmarked, but it’s secret.
  • Swine flu: Twitter’s power to misinform | Net Effect: Once more, the usual human trait of passing on information which may or may not be true is blamed on Twitter, not on the humans. Fail.

Links for 20 April 2009 through 21 April 2009

21 April 2009 in Daily Links by del.icio.us | 1 comment

Stilgherrian’s links for 20 April 2009 through 21 April 2009:

  • A criminally stupid war on drugs in the US | FT.com: Clive Crook pulls no punches, calling the US “War on Drugs” immoral, brainless and, yes, “criminally stupid”.
  • Twitter Telepathy: Researchers Turn Thoughts Into Tweets | Wired.com: What's interesting about this is not that a message was generated from a person’s brain via EEG, ‘cos that’s been in use for a while, but that the researchers linked that to a remote messaging system. Using Twitter is a bit of a gimmick IMHO, since any text system would work similarly, but then it did get them the media attention.
  • How the 3Rs empower Telstra staff online — Social Media Guardrails | nowwearetalking: Released this week: Telstra’s 6-page social media policy. Billed as the first by a major Australian company (which I doubt), I daresay it’ll be analysed to death.
  • Blogging from a Corporate Perspective | www.nickhodge.com: Microsoft’s blogging policy, on the other hand, it just nine brief bullet points. If only governments could get to the point so quickly.
  • Circular 2008/8: Interim protocols for online media participation | Australian Public Service Commission: The Australian government’s guidelines for public servants using social media. Of course it’s written in bureaucratic language, but it covers some good territory.
  • World’s Biggest Submarine [with pics] | English Russia: The Typhoon was the biggest submarine in the world, and one of Russian’s deepest Cold War secrets. Now it’s a minor tourist attraction, and very rusty.
  • Five menu items at Silver Spoon Thai that could also be the name of an unsuccessful sex worker | 5ives: What it says.
  • Newspapers and Thinking the Unthinkable | Clay Shirky: A must-read article. “When someone demands to know how we are going to replace newspapers, they are really demanding to be told that we are not living through a revolution. They are demanding to be told that old systems won’t break before new systems are in place. They are demanding to be told that ancient social bargains aren’t in peril, that core institutions will be spared, that new methods of spreading information will improve previous practice rather than upending it. They are demanding to be lied to. There are fewer and fewer people who can convincingly tell such a lie.”
  • NEO Living: The website for a new apartment block to be built on Enmore Road, Newtown. Some wonderfully creative PR bullshit about how wonderful the area is. For some reason, the website completely fails to mention that the development is sited on a busy and rather noisy Enmore Road, and is directly under the flight path leading to Sydney Airport’s runway 16L.
  • Debate: Hugh White and Australian defence policy | The Interpreter: Rory Medcalf kicks of a debate of Hugh White’s paper at the Lowy Institute’s blog.
  • A focused force: Australia’s defence priorities in the Asian Century | Lowy Institute: Professor Hugh White calls for Australia to abandon the “Balanced Force’ concept and refocus its military on managing strategic risks related to the rise of China. Professor White argues that Chinese power will challenge US primacy, undercutting the basic assumptions of Australian defence policy. This paper, with its controversial force-structure recommendations, is a major contribution to the Australian security debate on the eve of the 2009 Defence White Paper.
  • NavyNorthernTrident (navytrident09) on Twitter: An innovative use of Twitter? Tweets from two Royal Australian Navy ships embarking on a 6-month deployment taking them to 13 countries.
  • Ashton Kutcher Punks Twitter: A Giant Million Follower PR Stunt | NowPublic News Coverage: I wasn’t going to write anything about the supposed race to a million Twitter followers, and now I don’t have to because this article says it all: “This is not a story of the ‘little man’ beating out ‘big media’ — this is the story of a major Hollywood celebrity orchestrating a massive, social media publicity campaign that was specifically designed to promote himself, Twitter and, by extension, Ted Turner and CNN.” Once more, this will have triggered thousands into joining Twitter, and once more they’ll imagine its main purpose is for them to passively absorb the message of the “famous”. Such a wasted opportunity. P.S. Who’s Ashton Kutcher?
  • Disturbing Strokes | YouTube: MontyPropps takes the opening credits from the TV series Diff’rent Strokes and, by replacing the original jaunty music, creates something far more sinister. A demonstration of the power of music to set the mood.

Bonus Link Megamix for February (so far)

09 February 2009 in Daily Links by del.icio.us | No comments

Stilgherrian’s links for 01 February 2009 through 09 February 2009, collected in a great big lump because… well, just because.

There’s lots and lots of good material to read here, but I don’t want it to dominate my home page so they’re all over the jump.

Read the rest of this entry »

Links for 06 May 2008

07 May 2008 in Daily Links by del.icio.us | 2 comments

Here are the web links I’ve found for 06 May 2008, posted automatically.

Read the rest of this entry »