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How McDonald's Cooked Up More Transparency

The McDonald's "Our Food. Your Questions." campaign engaged customers on social media and the web. As manager of brand reputation and public relations for the U.S. McDonald's Corporation, Lainey Garcia helped put the campaign together. "We had to align those responses across a variety of functions — whether it be legal, supply chain, communications — and really prepare for what we knew consumers were going to ask," she says. "That was new for many members of our organization, to really understand the nature of social media."

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