Company: Advanced Micro Devices (AMD)
Team Size: About 25 people
What's new: Including employee comms and market research under comms' purview; increasing number of direct reports for managers
When AMD restructured its communications team in late 2008, it was with a goal of streamlining internal dialogue. By combining employee communications and market research/intelligence teams with AMD's PR department, the organization was flattened out so that team leaders had more employees reporting directly to them.
Dave Kroll, VP of global communications, now leads the department. He has four direct reports under him who manage groups focused on product communications, corporate PR, market research and intelligence, and employee culture and communications.
Each team can now share information internally and respond quickly to any needs. "We focused on correcting our span of control, so managers had more direct reports," he notes. "This model has great benefit because the team can work together and still see the broader perspective."
Creating an environment that is both challenging and creative also aids in restructuring a department, adds Kroll.
"You're not going to make everyone happy. The main challenge is finding jobs for everyone on the team that will inspire them," he says. "If you align that with where the company is going, you'll have a successful restructuring."