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LEADING COMMUNICATIONS TEAMS

LEADING COMMUNICATIONS TEAMS. Nick Hindle VP 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.

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LEADING COMMUNICATIONS TEAMS

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  1. LEADING COMMUNICATIONS TEAMS Nick Hindle VP McDonald’s Northern Europe

  2. Agenda Today’s communications environment My team ...set up/ objectives/ evaluation The McDonald’s reputation recovery

  3. TODAY’s COMMUNICATIONS ENVIRONMENT

  4. Worlds collide Global National Local

  5. Communications leadership today involves... Discussion and debate Rapid response Clarity on the organisation's values Engagement with senior management Awareness of employee point of view Consensus building Agile co-ordination Consumer point of view Stakeholder positions Clear direction Copy-writing Scenario planning

  6. Against a back drop of... Time Everyone’s an expert Flux

  7. MY TEAm:- Building a team- Leadership approaches- Setting a course- Measurement

  8. Building a team...selecting talent

  9. Start with definition • Define the opportunity • Lead the function before you lead the team

  10. The blend of my team POLITICS MEDIA RELATIONS THE SHOP FLOOR

  11. GLOBAL My team EUROPE NICK EXEC INTERNAL COMMS PUBLIC AFFAIRS REGIONAL MEDIA PA OFFICER RCO RCO RCO RCO RCO PRESS OFFICER

  12. Leadership UPWARDS Senior management are both colleagues and clients ACROSS Integration, support and advice DOWNWARDS Counselling, cajoling, trusting and testing

  13. Establishing communications as a core function PLANNING 18 months out in macro terms, calendar approach throughout the year ALIGNMENT Senior management sign up to plans COMMUNICATION Roadshows...regional management meetings...reporting MEASUREMENT Against objectives... monthly...benchmarked for 5 years

  14. Proving our value

  15. The mCdonald’s reputation recovery in ten mins

  16. The killer insight £120M

  17. Food quality

  18. Our storytellers

  19. Continuous improvement and big moves

  20. 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   Be directly involved in all recruitment  Always remember to take the organisation with you

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