In May, Bill Whitman, VP of US communications for McDonald's, was a keynote speaker at the Hispanic PR and Social Media Marketing conference in Dallas. He touched on how the company is reaching out to the Hispanic community, including a partnership with the Hispanic Scholarship Fund and its diversity programs for its owner/operators.

But outreach to diverse communities is only one element of McDonald's communications, which spans 14,000 restaurants in the US alone. Over the past 18 months, McDonald's has ...