A consultation document written by Davis criticised the comms department for lacking strategic planning and not knowing how much it spent.
Davis also stated that there was no overall framework for measuring the effectiveness of comms and that plans were made based on 'hunches' rather than research.
Davis' paper will lead the way for a major overhaul of comms and public affairs.
Asked why it had taken three years, Davis told PRWeek: 'It has taken a long time to get the buy-in and camaraderie of some of the communications colleagues.'
