McMisfire

In this episode of Communication Breakdown, Steve Dowling and Craig Carroll analyze two very different communications moments playing out in public view. First, they examine a viral Instagram video featuring McDonald’s CEO Chris Kempczinski promoting the company’s new Big Arch sandwich. What began as a routine executive social media post quickly became an internet authenticity test, raising questions about relatability, performance, and how quickly online audiences can reshape a corporate narrative.

In the second segment, the hosts turn to Target’s new CEO Michael Fiddelke and his early efforts to rebuild trust after the company’s controversial retreat from diversity initiatives and subsequent customer backlash. They explore how leadership candor, investor messaging, and operational fixes may help stabilize the brand, while questioning whether deeper values-based concerns among consumers have truly been addressed.

Together, the two stories offer a sharp look at how corporate leaders navigate credibility, perception, and public trust in an environment where every message, planned or accidental, can quickly become a reputational test.

Takeaways

• Social media has become an authenticity test for executives. Once the internet frames a moment that way, every detail of a leader’s behavior is scrutinized.
• Consistency matters in executive communication. Kempczinski’s long-running burger review videos helped soften criticism because the format was not a one-off stunt.
• Viral moments can benefit brands when companies respond with agility and humor rather than defensiveness. Competitors joining the conversation helped diffuse the criticism.

Topics Mentioned
Executive social media, authenticity in leadership communication, viral brand moments, investor messaging, corporate reputation recovery, consumer boycotts, DEI backlash, trust versus confidence in stakeholder communication

Companies Mentioned
McDonald’s, Burger King, Wendy’s, Target

Episode Hashtags
#McDonalds #BurgerKing #Wendys #Target #CorporateCommunications #PublicRelations #BrandReputation #LeadershipCommunication #ExecutiveMessaging #StakeholderTrust #CrisisCommunications #SocialMediaStrategy #CorporateLeadership #ReputationManagement #ShawnPNeal #AdvoCast #OCRNetwork



Communication Breakdown is a production of the Observatory on Corporate Reputation.
Hosted by Craig Carroll and Steve Dowling.
Produced in partnership with Advocast and Shawn P Neal.

For questions, feedback, or episode suggestions, reach out at podcasts@ocrnetwork.com