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
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
’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.’