Eacd summit. the substance of the communication leader


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ECCE Academy: EACD Summit - The Substance of the Communication Leader

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Eacd summit. the substance of the communication leader

  1. 1. The substance and qualities of the Communication Leader<br />Interactive workshop at the EACD’s Summit, Brussels, 1st of July 2011<br />Geraldine Davies, Ben Atfield, Peter van Minderhout<br />
  2. 2. Introduction<br />We will answer three key questions:<br />What skills are necessary to reach and remain at the top?<br />How does your CEO judge your quality?<br />What training and education is available and necessary?<br />2<br />
  3. 3. What Skills are necessary to reach and remain at the top?<br />The essential skills / competencies break down <br />into two groups:<br />The Tools: the key sub functional disciplines<br />The Content: external demands and issues<br />And then there is “Personality +”<br />3<br />
  4. 4. What Skills are necessary to reach and remain at the top?<br />The Tools: the key sub functional disciplines<br />Investor Relations<br />Internal Communications<br />Media Relations<br />Public Affairs<br />CSR<br />Brand Management<br />Digital & Website<br />Association Management<br />ETC<br />4<br />
  5. 5. What Skills are necessary to reach and remain at the top?<br />The Content: The external (and internal) demands and the Issues your teams have to engage<br />Crisis Management <br />Issues Management<br />M&A communications<br />Profit Warnings<br />CEO & Key Management profiles<br />Product / Service support<br />ETC<br />5<br />
  6. 6. What skills are necessary to reach and remain at the top?<br />6<br />“Personality+”?<br /><ul><li>Intangible Style & Gravitas
  7. 7. Zeitgeist & Your Voice</li></li></ul><li>How does your CEO judge your qualities?<br /><ul><li>Paul Adams Chief Executive, British American Tobacco
  8. 8. Tom Albanese Chief Executive, Rio Tinto
  9. 9. Sir Win Bischoff Chairman, Lloyds Banking Group
  10. 10. Donald Brydon CBE Chairman, Royal Mail Group
  11. 11. Chairman, Smiths Group plc
  12. 12. Former Chairman, London Metal Exchange
  13. 13. Roger Carr Chairman, Centrica
  14. 14. Former Chairman of Cadbury’s
  15. 15. Ian Coull Chief Executive, Segro plc
  16. 16. Sir Christopher Gent Chairman, GSK
  17. 17. Former Chief Executive, Vodafone plc
  18. 18. Philip Green Chief Executive, United Utilities
  19. 19. Anthony Habgood Chairman, Reed Elsevier
  20. 20. Chairman, Whitbread
  21. 21. Steve Holliday Chief Executive, National Grid
  22. 22. Dennis Holt Chairman, Liverpool Victoria Friendly Society
  23. 23. Deputy Governor, Bank of Ireland
  24. 24. Dame Deirdre Hutton Chair, Civil Aviation Authority
  25. 25. Former Chair, Food Standards Agency
  26. 26. Ian King Chief Executive, BAE Systems
  27. 27. Ian Livingston Chief Executive, BT Group
  28. 28. Trevor Matthews Chief Executive, Friends Provident
  29. 29. Former Chief Executive, Standard Life Assurance
  30. 30. Julian Roberts Group Chief Executive, Old Mutual
  31. 31. Sir Stuart Rose Executive Chairman, Marks & Spencer
  32. 32. Hector Sants Chief Executive, Financial Services Authority</li></ul>7<br />
  33. 33. How does your CEO judge your qualities?<br />What do CEOs want from their Communications Directors?<br />Constructive criticism and challenge<br />Absolute trust & loyalty<br />They want to enjoy your company<br />You will be spending a lot of time with them<br />8<br />
  34. 34. How does your CEO judge your qualities?<br />More Seriously:<br />CEOs want to use their Comms Directors as a sounding board<br />They want them to be the external conduit, providing stakeholder feedback<br />Most expect their Comms Directors to have a place at the top table and have a say in the business’s strategy<br />And of course, they should know how to communicate<br />9<br />
  35. 35. Why education & training?<br />Education provides a safe environment to experiment with new behaviour and to test new insights and/or ideas.<br />Faculty –if excellent- will provide you a broader vision to look at things in new light.<br /> You can obtain valuable insights by interacting with your peers from a cross-section of industries.<br />Quality education focuses on the most actual challenges, provides you with perspectives and stimulates out-of-the- box thinking.<br />Coaching –as part of education- helps to transform from one role to another and to grow your career.<br />More good reasons?<br />10<br />
  36. 36. Growing demand for business skills unmet by current bench of available talent<br />Importance of business acumen in communications<br />Communications staff experience<br />Today versus three years ago<br />Average percentage of staff with experience in noted areas<br />n=94<br />Small pool of business-skilled communicators offers little hope of a hiring solution<br />Ideal communications staff profile, illustrative<br />2000<br /><ul><li>Media savvy
  37. 37. Journalism / writing skills
  38. 38. Marketing skills</li></ul>2011<br /><ul><li>Credibility with line managers
  39. 39. Business acumen
  40. 40. Consultative / diagnostic skills
  41. 41. Leadership
  42. 42. Impact</li></ul>Hunting unicorns<br />“They don’t teach business in communications programs and they don’t teach communications in business schools. Where are we supposed to find business-savvy communicators?”<br />VP, Corporate Communications<br />Medical Products Manufacturer<br />Source: Communications Executive Council<br />11<br />
  43. 43. Challenges for communication professionals with the ambition to grow their career<br />To address these challenges, ECCE™ Academy offers communication professionals an exciting program containing a highly concentrated set of modules, executed by four top European business schools.<br />12<br />
  44. 44. ECCE Academy: perfect mix of business and communications<br />Each module features an opening session on Wednesday evening, two sessions on Thursday, Friday and Saturday and a closing session Sunday morning<br />A maximum of 25 participants per program, to guarantee an optimal blend of personal attention, group interactivity and learning<br />13<br />Program 2012<br />
  45. 45. ECCE Academy: excellent faculty of top business schools<br />Miriam Meckel, PhD<br />Professor of Corporate Communcation<br />14<br />Fiona Dent MSc, MA, Chartered FCIPD, FHEA<br />Director of Executive Education<br />Michael Jarrett, PhD<br />Professor of Organisational Behavior<br />Bruno Cassiman, PhD<br />Professor of Strategic Management<br />
  46. 46. Low marks reflect communications’ questionable impact on firm performance<br />Communications’ attribute effectiveness<br />Communications’ economic impact on the company<br />Head of Communications Assessment, 2010<br />Despite communicators’ efforts, business partners give tepid marks for service provision…<br />Preponderance of communications’ activities have medium to low impact on company performance.<br />… and rate more substantive support even lower.<br />Neither effective nor ineffective<br />Somewhat effective<br />Effective<br />Highly effective<br />15<br />n=2,383 Business partners; 384 Communications staff<br />Source: Communications Executive Council<br />
  47. 47. About Ellwood & Atfield<br />16<br />The executive search and selection consultancy dedicated to the recruitment of communications and public affairs professionals worldwide. <br />From offices in London and Brussels our recruitment relationships covers the EU and a global reach. <br />Ben Atfield and Geraldine Davies<br />The specialists in Corporate Communications<br />
  48. 48. About ECCE Academy<br />ECCE Academy is an initiative of 4 senior business executives.<br />In 2009 they started to share their ideas with an international group comprising both communication directors and senior members of a number of leading European business schools in a series of extensive interviews. The immediate and positive reactions they received led to the decision to establish the ECCE Academy. <br />The foremost objective of the ECCE Academy is to offer an innovative, international platform for communication professionals to enhance their knowledge and experience as professionals, in order to raise the profile and importance of the communication role in driving business processes, as well as defining its position as trusted advisor to the company CEO and the Board of Management. <br />
  49. 49. 18<br />Ashridge program overview14 – 18 March 2012<br />
  50. 50. 19<br />University of St. Gallenprogram overview20 – 24 June 2012<br />
  51. 51. 20<br />INSEAD program overview5 – 9 September 2012<br />
  52. 52. 21<br />IESE Barcelona program overview14 – 18 November 2012<br />