Team size: Between 45 and 50 people
What's new: Arranging its comms personnel structure by business unit, instead of by comms function
After Sanjay Kumar, former CEO of CA, was indicted on financial fraud charges in 2004, the top communications priority was to respond to negative press. A few years later, CA focuses on spreading positive news.
To do so, the IT provider has changed its communications management structure. Where divisions once existed among function-specific groups – i.e., analyst or employee relations – distinct units now have their own integrated PR teams, which conduct the range of communications functions for that unit.
Now reporting to Bill Hughes, SVP of global communications, are the following people: the corporate communications SVP; the VP of communications who oversees communications for the business governance group, strategy, and corporate development; the SVP of executive communications and public affairs, who oversees products and tech group PR; the director of consumer products and PR, who manages the Web security and industries division's communications; a VP who oversees North American communications and community relations; the VP of communications for EMEA; and the VP of corporate communications for the Asia-Pacific and Japan region.
Hughes says the changes have given communications more influence and a better relationship with other departments, including sales. They also help CA's PR pros broaden their skills.
“We are viewed as a strategic partner,” he adds. “[The structure] allows a closer and better alignment to the businesses... and an outward focus, rather than in-ward. It's proactive rather than reactive... a big shift for us.”