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