The International Amateur Athletic Federation (IAAF) is to undergo a major shake-up of its communication structure.
The IAAF is the governing authority for global athletics programmes, and is responsible for equipment standards and logging world records.
It is the world's second largest international sports body after FIFA, and considered the most important Olympic federation.
It has appointed business consultants Beaufort Group to handle a 12-month review of the entire operational structure of the charity-run organisation, after a competitive pitch involving PriceWaterhouseCoopers and Ernst and Young.
Communications between the IAAF's governing body - comprising volunteers based around the world - and the federation's head office in Monaco will be overhauled, confirmed Beaufort MD Lars Haue-Pederson.
'We will be seeking ways of making communication between decision-making and policy implementation more effective in delivering efficient services,' he said.
IAAF head of media and PR George Reinerie, who leads a team of seven, is due to meet with Haue-Pedersen to discuss changes to the operations of the PR department.
Reinerie told PR Week: 'I think we do a good job at the moment, but we do need to incorporate more of the latest technology for PR.'
Haue-Pederson said the review would set a precedent for sports bodies: 'This will be the first time a major sports body has undergone such a thorough study and review. We believe we will create a model organisation for others in the sports world to follow.'