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
MEDIA RELATIONS
POLITICS
THE SHOP FLOOR

11. My team NICK EXEC GLOBAL EUROPE PRESS OFFICER PUBLIC AFFAIRS
INTERNAL COMMS
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

16. The mCdonald’s reputation recovery in ten mins

19. The killer insight
£120M

21. Food quality

22. Our storytellers

24. Continuous improvement and big moves

27. 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 