McDonald’s nails Coffing, finally filling vacant post from within

OAK BROOK, IL: McDonald’s concluded its lengthy search for a top PR pro last week by promoting from within.

OAK BROOK, IL: McDonald’s concluded its lengthy search for a top PR pro last week by promoting from within.

OAK BROOK, IL: McDonald’s concluded its lengthy search for a top PR

pro last week by promoting from within.



The fast-food ’goliath’ tapped Bridget Coffing, formerly senior director

of communications, to fill the post of assistant VP for US

communications.



The move is effective immediately.



McDonald’s had been seeking to fill the position ever since Jack Daly

was promoted to SVP of worldwide communications several months ago.

Daly, who led the hunt along with search firm Repovich-Reynolds Group,

said the finalists were Coffing and two external candidates.



Given her 14 years at McDonald’s, Coffing’s experience - especially her

insight into running communications for a company that deals with

thousands of franchise operators - obviously played a major role in

Daly’s decision.



’Understanding how all this fits into the communications process was a

big plus,’ he said.



Coffing will report to Alan Feldman, president of McDonald’s USA, and

will be a key part of the US company’s upper management. She also

reports to Daly on what he described as a ’strong dotted line.’



Coffing’s addition is yet another part of the company’s reorganization

of its PR. A corporate media center has been established, consolidating

what had been distinct operations for marketing communications, general

media relations and financial business media relations. Daly said he

believes the changes are making McDonald’s PR execs more responsive to

the needs of the media.



While some Chicago PR community insiders had been whispering that the

company’s past history of spotty media relations limited the number of

top-notch people applying for the job, Daly dismissed those rumors. ’We

had fantastic finalists,’ he said. ’It was a very difficult decision.’



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