Team size: Eleven employees
What's new: Growing the department, but keeping it nimble enough to respond quickly
Over the past four years, JetBlue has more than doubled the size of its corporate communications team. Todd Burke, VP of corporate communications, and Jenny Dervin, director of corporate communications, manage the team, which is organized into three small divisions – spokespeople, crewmember communications personnel, and social and electronic media experts.
The structure was designed to ensure quick response. Each team member is also assigned an internal stakeholder group, such as airport or in-flight personnel, or reservation agents, to keep all employee groups informed.
“Having dedicated talent to every one of our biggest stakeholder groups allows us to stay ahead of the curve,” explains Dervin. “And having a small team allows us to have greater coordination of story, so we are all on the same page.”
The staff is also cognizant of its crisis communications plan. The structure – small with few levels of management – aids in that respect as well, adds Dervin.
“We put people where they're needed most,” she says. “Most of the team end up becoming spokespeople, and some spokespeople end up becoming strategists.”