DIRF Samspil mellem IR og øvrig ekstern kommunikation Iben Steiness Director, Carlsberg Investor Relations
Agenda Introduktion Ekstern kommunikation i Carlsberg IR vs medier Praktiske eksempler Page 2
Introduktion Opdrag fra DIRF: - IR's samspil med PR og øvrig ekstern kommunikation - Hvordan anvender man bedst muligt finansiel og strategisk information i PR og øvrig ekstern kommunikation på en måde, hvor oplysningsforpligtelsen på den ene side ikke kompromitteres, og hvor man på den anden side udnytter finansiel information til at øge det generelle kendskab til virksomhedens aktiviteter? To yderpunkter i dag: - Carlsberg stor organisation til at varetage ekstern kommunikation - Bavarian Nordic one-man show Page 3
Our Policy The Voice of Carlsberg In Carlsberg communication is a driver and an enabler for achieving commercial objectives Everyone in Carlsberg is responsible for building and developing an open, professional, engaging and including communication environment, ensuring trust, efficiency and change ability. President & CEO Jørgen Buhl Rasmussen THE VOICE POLICY OF CARLSBERG Page 4
Policy & Operational Procedures Policy The overarching communication mission, objectives, responsibility and principles Operational Procedures How we operate in our daily business, ensuring optimisation and excellence Local plans Media Relations Disclosure Comm. strategy Carlsberg Group Policy Internal Comm. Public Affairs Community Engagement Reputation Management Issues & Crisis Management Digital media Crisis Manual Public Affairs Corporate Visual Identity ao T H E V O I C E O F C A R L S B E R G T H E C A R L S B E R G W A Y Overarching guidelines More detailed; stakeholder focus/ responsibilty/ restrictions Detailed local planning & procedures Page 5
Kommunikationspolitikker og -procedurer Media: IR: - Lokalt: Every company in the Carlsberg Group is responsible for conducting professional media relations, primarily concerning the company, the market and society issues and for building the company's position in line with the company objectives. - HQ: Group is responsible for all financial and share market sensitive communication - Vedr. Oplysningsforpligtelsen: As stated in the Disclosure Operational Procedures, all information that is considered share price sensitive must first be communicated to the Copenhagen Stock Exchange via IR in Group. Hereafter, it can be sent to the media by Group, and/or by the local company to local media after approval from Group - In order to fulfill our obligations to the stock market and our own interests, full and sole responsibility for handling financial sensitive communication is placed in Group /IR. Page 6
IR i Carlsberg Vice President Peter Kondrup Director Iben Steiness PA Gitte Sillemann Page 7
IR & Group Communication SVP Anne-Marie Skov PA Gitte Sillemann Investor Relations VP Peter Kondrup Northern Europe CSR & Public Affairs Western Europe Strategic Change Eastern Europe Visit Carlsberg Asia Corporate Page 8
External / internal communication split SVP Anne-Marie Skov Investor community & analysts PA Gitte Sillemann Investor Relations Northern Europe Western Europe Media & internal communication Eastern Europe Asia Internal Group communication Corporate Page 9
Kommunikation i praksis: Løbende koordinering på tværs SVP Anne-Marie Skov PA Gitte Sillemann Investor Relations Northern Europe CSR & Public Affairs Western Europe Strategic Change Eastern Europe Visit Carlsberg Asia Corporate Page 10
Eksempler Rusland Kommercielle vs. investorinteresser - prisforhøjelser, - råvarepriser, - bryggerilukninger, - etc. Skisma mellem lokale og Group agendaer - lokale udmeldinger af resultater og planer, - skatter og afgifter i Danmark, - etc. Page 11