Corporate Communications and Public Relations Department Structure and Function

September 26, 2008

The Question

An ANA member wanted to know about the structure and function of other ANA member companies' Corporate Communications and/or Public Relations Departments.

Senior Marketers' Think Tank Committee members were asked:

1. Do you have a Corporate Communications or Public Relations Department?  

If YES:

a. How many people are in your Corporate Communications or Public Relations Department?
b. What are the job titles of each of the Department members?
c. What are some of the main functions of your Corporate Communications or PR Department? 
    - PR generation for brands?
    · Corporate Communications for the company as a whole?
    · Both? Any other functions?

2. What is your Industry? (Optional)

Overview

Seven written responses were provided by members. Staff size of Public Relations or Corporate Communications Departments ranged from 2 to 30, with most departments having 7-15 people. Half of the respondent's Corporate Communications/PR departments were involved in investor relations, two discussed global functions. A cross-section of industries participated.  Sales figures of participating companies ranged from $200 Million to $93 Billion.

The Responses

Member Response #1

Industry: Not Answered
Corporate Communications/Public Relations Staff Size: 4
Job Titles:

  • VP
  • Director
  • Manager
  • Administrative Assistant

Departmental Functions: Primarily corporate communication but also PR and Investor Relations


Member Response #2

Industry: Food (Consumer Packaged Goods)

Corporate Communications/Public Relations Staff Size: 2

Job Titles:

  • VP, Corporate Communications
  • Marketing

Departmental Functions:

  • PR Generation for Corporate Brand
  • Corporate  Communications for the company         
  • Bringing together our various divisions to do cross-company promotions

Member Response #3

Industry: Not Answered

Corporate Communications/Public Relations Staff Size: 3

Job Titles:

  • Director of Communications
  • Communications assistant
  • Education Manager

Departmental Functions:

  • Web
  • PR - brand & product
  • Trade show
  • Education

Member Response #4

Industry: Consumer OTC

Corporate Communications/Public Relations Staff Size: 15 in Corporate; 1 part-time person

Job Titles: Not answered

Departmental Functions:

  • Marketing leads the PR creation effort
  • Corporate Communications handles all product / business / legal inquiries
  • Please note: Staff Size and Job Title information is available only for the Corporate
    Communications Department, but not the PR Department.

Member Response #5

Industry: Consumer Packaged Goods

Corporate Communications/Public Relations Staff Size:

  • For Corporate Communications: 9, plus 1 administrative assistant who also supports Investor Relations and Crisis Management
  • For PR Department: Info Not Available  

Job Titles:

  • For Corporate Communications:
      • VP - Global Corporate Communications and Crisis Management
      • Director - CSR Communications
      • Senior Manager - Corporate External Communications
      • Senior Manager - Corporate Internal Communications
      • Manager, International Communications
      • Manager,  Print & Electronic Communications
      • Senior Communications Consultant
      • Senior Communication Specialist
      • Communication Specialist
      • Plus one shared admin
  • For PR Department: Information Not Available

Departmental Functions:

  • For Corporate Communications:

Global function: Focuses on all external communications (financial communications, executive communications, CSR communications, media relations, corporate issues management, etc.), and all internal communications. Oversees Crisis Management.

  • For PR Department:

Focuses on brand PR and marketing communications for the U.S.


Member Response #6

Industry: Quick Service Restaurant Industry
Corporate Communications/Public Relations Staff Size: 27 Worldwide

Job Titles:

  • SVP, Investor Relations & Communications
  • Global Manager, Investor Relations
  • North America Director, Internal Communications
  • North America Manager, Internal Communications
  • North America Analyst, Internal Communications
  • North America Manager, Meetings & Events
  • North America Analyst, Meetings & Events
  • North America Coordinator, Meetings & Events
  • North America Manager, Internet Management
  • North America Senior Analyst, Internet Management
  • North America Analyst, Internet Management
  • North America Director, External Communications (Tbd),
  • North America Senior Analyst, External Communications
  • North America Leader, Consumer Relations
  • North America Representative, Consumer Relations
  • North America Representative, Consumer Relations
  • North America Representative, Consumer Relations
  • North America Representative, Consumer Relations
  • North America Director, Communications & Corporate Affairs
  • EMEA Manager, Communications & Corporate Affairs
  • EMEA Manager, Communications & Corporate Affairs
  • UK Manager, Communications & Corporate Affairs
  • Germany Vice President, Marketing & Public Relations
  • Asia Pacific Senior Analyst, Public Relations & Communications, LAC

Departmental Functions:

  • External Communications
  • Internal Communications
  • Investor Relations
  • Consumer Relations
  • Meetings & Events
  • Internet Management

Member Response #7

Industry: Not Answered

Corporate Communications/Public Relations Staff Size: 30 

Job Titles:

  • VP Marketing
  • VP Communications
  • Marketing Manger
  • Communications Manager
  • Publications specialist
  • Communications specialist
  • Marketing specialist
  • Graphic designer

Departmental Functions:

  • Corporate Marketing & Global Branding
  • Revenue generation
  • Business growth
  • Media contacts
  • Press Releases
  • Member magazine
  • Electronic communications, newsletters, internal communications
  • Please note: Department is called "Strategic Marketing and Communications"

Member Response #8

Industry: Investment Services

Corporate Communications/Public Relations Staff Size: 7.3 (2 Corporate FTE's in PR plus an outside agency for each of United States, Pan-Europe, and Hong Kong/China. United States PR firm embeds an employee, to degree necessary, in each of our divisions. Probably the equivalent of 2 FTE's had we replaced their effort with our people.  Corporate staff oversees total relationships and creates/monitors best practices.  In 1 of our 5 units, there is a PR professional full-time as well, creating/overseeing the activities of that unit. We have 2 FTE's devoted to Employee Communications working in concert with 1 HR employee spending about 1/3 of their time on the same.

Job Titles:

  • The two leads are:
    • Director of PR
    • Director of Employee Communications       

Departmental Functions:

  • Head of our employee communications is responsible for: Development and running of a monthly corporate news e-newsletter promoting understanding of our business and the furthering of our organization's culture. Additionally, they support other HR efforts focused on similar goals, which includes a "forum series" covering our various businesses and competencies.  For the most part, they're in the "publications business."
  • Our PR Director is responsible for: Developing/implementing/monitoring PR best practices from [our company] to its markets, finding/implementing/controlling our PR partner network, working with the divisions to generate good PR release flow, well-expressed and aligned with corporate positioning and lastly working with our thought leadership content creation team to build and implement a good thought leadership dissemination  
Source

"Corporate Communications and Public Relations Department Structure and Function." ANA Senior Marketers' Think Tank, July 2008.