REDWOOD SHORES, CA: As part of a total communications review,
Oracle is reorganizing its worldwide in-house PR staff, with the goal of
creating an integrated communications network across its regions.
Two new divisions have been added that reflect an increased emphasis on
sales-force communications - as exemplified by recent press coverage of
CEO Larry Ellison out on the sales field himself - and leadership
The reshuffle is the first step in a process that will eventually
include a formal global review of agency relationships. PR21 still
handles PR for Oracle's applications business, but Oracle does not have
an AOR since parting ways with Applied Communications last year. James
Finn, VP of corporate communications for Oracle, did not rule out hiring
a firm to handle its global account. "Everything will be assessed," he
Geduldig & Ferguson helped Oracle with an internal audit of its
strategic communications. Oracle's intent is to create a higher level of
collaboration and consistency in messaging among its PR offices around
Currently, there are between 75 and 100 global communications staff,
reflecting the dual roles held by some of the individual country leaders
who also handle PR. Agencies are retained in a variety of capacities,
across regions or countries.
"A lot of this has happened because this is how the company has grown
up," explained Finn. "Now we have a return to the basics in PR." Finn
aims to have the new structure in place by June 1, the start of the
company's next fiscal year.
The new organizational chart divides PR into six separate functions,
including product PR; corporate communications; communities, consulting
and education; and international communications.
Internal communications and executive and business communications have
been added for the first time to the headquarters-based functions.
Oracle plans to improve sales-force communications, including providing
information about media and analyst reports that may prompt customer
Increasing visibility for senior executives is also a priority.
Oracle has begun interviewing for a director of executive and business
communications. Other senior hires are expected, including a head of
product PR on the applications side.