Public Relations Restructure at BBC Worldwide

Restructure will see BBC Worldwide’s PR operation report directly to the corporation’s communications director, The Guardian reports. The decision comes as a measure to monitor the global impact of this operation on the BBC brand. None of the 160 PR staff employed by BBC will lose their jobs, and the cost of the restructure is reportedly “neutral.”

If we compare this strategic move to Forbes’ recent layoffs, we can safely place a different company as “pack leader” for the “lights ahead media.” Interestingly, BBC found a solution for its brand and its employees, where others failed. A restructure without job cuts is a rare occurrence these days. BBC had a major culling of about 30% of the marketing, communications and audiences operations in 2005, but nothing significant since.

BBC Worldwide will now report directly to director of communications Ed Williams, in areas including strategic communications and corporate planning. All other BBC press officers and communications staff will be reporting to Williams in the near future as well.

BBC also plans a new “super comms” operation, which will be run by Paul Almond, the director of communications at BBC Vision. The launch of a new social media team is also being planned.

Among the outside PR firms the BBC has used are Lewis Public Relations, and the London office of MWW PR.