OAK BROOK, IL: McDonald's published its first CSR report in two years in a digital format complete with a blog and videos. Bob Langert, VP of CSR at McDonald's said the company hopes the new format will increase employee and consumer interest in the results, which were released October 29.
The study, the company's first since 2006 and fourth since 2002, highlights the fast-food giant's work in governance and ethics, environmental responsibility, nutrition and well-being, sustainable supply chains, and employment experience and community. It was created in a nine-to-10 month process, Langert said.
I thought this was interesting that the decided to post all digital. I think this is an awesome example of media convergience. Although I am sure there is a write up of the info somewhere they chose to publish in a format where they could add video and blog to the information.
This is just another example of how the internet has changed the PR world and why it is important to understand the internet and the time frame it brings into play. The news hour has become the news minuet.