leading communications teams nick hindle vp mcdonald’s northern europe
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LEADING COMMUNICATIONS TEAMS
Nick HindleVP McDonald’s
Northern Europe
Agenda
Today’s communications environment
My team...set up/ objectives/
evaluation
The McDonald’s reputation recovery
TODAY’S COMMUNICATIONS ENVIRONMENT
Worlds collide
Global National Local
Communications leadership today involves...
Discussion and debate Rapid responseClarity on the
organisation's values
Engagement with senior management
Awareness of employee point of view
Agile co-ordination Consumer point of view Stakeholder positions
Consensus building
Clear direction Copy-writing Scenario planning
Against a back drop of...
Time Everyone’s an expert Flux
MY TEAM:- Building a team- Leadership approaches- Setting a course- Measurement
Building a team...selecting talent
Start with definition
• Define the opportunity
• Lead the function before you lead the team
The blend of my team
MEDIA RELATIONS POLITICS
THE SHOP FLOOR
My team
PUBLIC AFFAIRS MEDIA
PA OFFICER
PRESS OFFICER
NICK
EUROPE
GLOBAL
EXEC
REGIONAL
RCO RCO RCO RCO RCO
INTERNAL COMMS
Leadership
UPWARDS Senior management are
both colleagues and clients
ACROSS Integration, support and
advice
DOWNWARDSCounselling, cajoling, trusting and testing
Establishing communications as a core function
PLANNING18 months out in macro terms, calendar
approach throughout the year
ALIGNMENTSenior management sign up to plans
COMMUNICATIONRoadshows...regional management
meetings...reporting
MEASUREMENTAgainst objectives...
monthly...benchmarked for 5 years
Proving our value
THE MCDONALD’S REPUTATION RECOVERY IN TEN MINS
£120M
The killer insight
Food quality
Our storytellers
Continuous improvement and big moves
Lessons from Professor Hindsight...Ensure you understand what really makes your organisation tick
Be clear about what Comms must deliver to contribute most effectively to your organisation’s success
Always mine the data and use research to find the answer to the above
Design your function to suit the business challenge you face
Always remember to take the organisation with you
Be directly involved in all recruitment
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