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

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

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 NICK EXEC GLOBAL EUROPE PRESS OFFICER PUBLIC AFFAIRS INTERNAL COMMS REGIONAL MEDIA PA OFFICER RCO RCO RCO RCO RCO PRESS OFFICER

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

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

Proving our value

The mCdonald’s reputation recovery in ten mins

The killer insight £120M

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