McDonald’s provides a seminar on Lobbying for the Advanced Masters in Corporate Communications Strategies
Published on 07/3/2017
NEOMA's world
Thematics :
Sébastien Pérochain, director of public affairs and external relations for McDonald's France, met with the students from the Advanced Masters Programme in Corporate Communications Strategies from NEOMA Business School to inform them about lobbying.
In the first part of the seminar the students learned about the history of public relations and lobbying from its origins up to today’s most contemporary practices. The second part of the seminar was devoted to the case of McDonald’s and in particular lobbying’s place in the company’s purchasing policy and its environmental and human resources.
It was a rich learning experience, as Bérengère Jouve, a student from the programme, confirmed, “Through this course, I learned that lobbying was, above all, a tool for managing a company’s image and reputation. This practice, which is often controversial for misunderstood reasons, was put into the proper context, making it easier to understand!”