Sally Osman has been appointed to the top dedicated PR post at the BBC.
She becomes head of communications after a shake-up instigated by outgoing director of marketing and communications Matthew Bannister.
Her appointment is one of several senior moves among BBC communications staff.
Vanda Rumney takes over Osman's role as head of publicity, leading the teams that publicise the BBC's output across all media. She was previously head of television publicity.
Current chief press officer Donald Steel will take the role of head of press. He is tasked with setting up a central BBC press team, to deal with reactive and news management issues.
Rumney and Steel, along with head of corporate and public relations Andrew Whyte will report to Osman. Bob Dulson, current head of corporate press relations will take the role of chief adviser, media relations until he leaves the corporation next year.
Bannister leaves the BBC on 15 December. In July (PR Week, 14 July), a restructure of the BBC's press function was announced, which included the creation of the new role.
Osman told PR Week the changes had 'given us the chance to bring together disparate elements into one department. It's a golden opportunity to get an operation which is coherent,' she said.
Osman joined the BBC in 1998, after working as head of corporate and public relations at Channel 5 during its launch. Prior to that, she was at Redwood Publishing.