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McDonald's Media Coup

When McDonald's opened its first Moscow restaurant in 1990, opening ceremonies were carried live by all three major U.S. television networks in morning programs, reaching millions of viewers. The program anchors interviewed McDonald's officials and executives (PR people were prominent both in front of and behind the cameras). 

The media used McDonald's as a symbol for capitalism entering Russia, but the important symbol for McDonald's was getting its golden arches on TV to a large viewing audience.

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