In PR matters, time can be a threat and an asset. Delay in action leads to criticism but can also result in issues being forgotten.
Both possibilities were in play this week when McDonalds started paying out staff underpayments backdated up to 10 years ago, in a deal agreed 5 years ago with Unite Union.
This incredibly long delay in a big business remedying underpayment of low paid and vulnerable workers would usually be cause for intense criticism. But the Union’s complaint passed without supporting comment, nor much media attention.
The chance for bonus money was far more attractive to the public, who spread word to friends and family they knew once worked at McDonalds.
Ten years is so long ago that McDonald’s has now reached the safety of an economic downturn in which the surprise windfall matters more than the dishonourable error. A win then for the delay tactic.
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