on the activists. My recommended approach was not adopted in reality by McDonald’s, but the anti-McDonald’s activist group had adopted the Public Information model (One-way communication), thus utilizing one-way communication to argue its side. If McDonald’s had approached the two-way symmetrical model since the late eighties (the beginning of the anti-Mcdonald’s campaign), the court case would have been avoided. Therefore the organization reputation wouldn’t have been smeared so badly, which results in the loss of company’s godwill. There’s no doubt that the McLibel trial became a unique and historic public tribunal of enquiry into many aspects of the food industry and modern Corporations. Despite all the odds being stacked completely against those representing the public interest. The company’s completely in a untenable position trying to suppress widespread public criticisms. ConclusionsAs cited by Anderson(1992) weaknesses in most case studies of activism is that similar case studies should be conducted that examine activism from the perspective of both the organizations and of the activists groups, which I feel it is applicable to this study of the McLibel case. In my research for preparing this assignment, I’ve came across more literature and disseminated information from the small activist group of London Greenpeace versus the large multi-national corporation of McDonald's. This study also points to the need of more studies that examine the special problems of international communication. The actions multi-national c McDonald's triggered activist conflict not only in London, but in other different countries as well. "If public relations practitioners are to assess issues successfully and identify publics that are likely to become active on those issues, they must look beyond the confines of their own culture and beyond the borders of their own...
