The Body Shop International has restructured its PR department in the UK and abroad, and dropped its retained agency - Modus Publicity.
The new structure is described as 'central and regional', with strategic planning and development of core PR concepts being handled from the central office, by global product and corporate PR teams. The aim is to achieve a consistent message in all 49 markets in which the Body Shop operates.
A new UK press office will be responsible for implementing strategy in this market.
The changes follow the appointment of a new global head of PR, Pleun van Akkerveeken, who joined last summer (PRWeek, 21 July 2000).
She has since recruited 11 people, bringing her team to a total of 14. These include Glenys Dawson and Humaira Sadiq, PR managers in the global product PR division; Shelley Simmons, PR manager in the global corporate PR division, and Zoe Cook, a senior press officer in the UK press office.
The company may also look for a new head of corporate PR, as this function has now been split from the communications division.
Modus Publicity handled product PR for everything but the Colourings range, but this has all been taken in-house.
Akkerveeken admitted that in the past, product PR had been somewhat reactive.
In 2001, the teams will focus on promoting new Body Shop products, the first of which launches in the spring.
The Body Shop retains no agencies for product PR, but the Forster Company handles personal PR for Body Shop founder Anita Roddick.