In the world of fast food and quick customer service, McDonald’s has faced its share of sticky situations. But what happens when a famous political figure unexpectedly swings by on a Sunday, greeting customers through the drive-thru window? This scenario-President Trump dropping in on McDonald’s- was a challenge even the most seasoned crisis communications pro might not see coming.

For McDonald’s, this was almost a "perfect storm" in the world of crisis communications. With a celebrity political figure like Trump, stakeholder responses were bound to vary widely, from applause to outrage. This is where McDonald’s PR team shone. Instead of reacting in haste or staying silent, they used the opportunity to showcase smart, strategic communication that spoke directly to both internal and external audiences.

What looked like an external press release was actually a brilliant example of strategic internal communications, carefully crafted to reassure their team and keep brand integrity at the forefront.

Let’s talk about McDonald's simple yet powerful line in their press release: “We are not red or blue—we are golden.” By declaring their stance on neutrality with a metaphor that speaks to their brand identity, McDonald’s kept the response light yet assertive. This kind of language resonates with consumers, employees, and stakeholders by positioning the brand as a welcoming, politically neutral space.

In moments of crisis, using relatable brand language is key. McDonald's team knew that to stay true to their values, they needed a response that felt as familiar and approachable as their food. This line wasn’t just catchy; it also served as a reminder of McDonald's long-standing identity as a place open to all.

Strategic crisis communications often take on the challenge of turning a complicated moment into one of reassurance and clarity. In this case, McDonald's took it further, grounding their message in a core company value: “We open our doors to everyone.” This line reinforces that their mission includes welcoming all, regardless of personal or political affiliation. And it wasn’t just a front for customers; it was a morale boost for employees, shareholders, and other internal stakeholders, who were likely also feeling the impact.

The tone in this press release is crucial. McDonald's walked the line with grace, keeping neutrality while staying genuine to their brand. It’s no small feat to craft messaging that feels friendly while also calming a storm of mixed public opinion.

This approach showcases the power of good internal communications as a steadying force for brands. The internal memo provided transparency, showing employees that they were part of the solution while also setting a model for handling unexpected crises.

McDonald’s didn’t just navigate this PR moment-they honestly owned it, finding a way to stay golden even in a polarized climate. Whoever crafted this response deserves every accolade and maybe a few free fries on the house, too.