{"id":3190,"date":"2025-10-01T16:47:11","date_gmt":"2025-10-01T14:47:11","guid":{"rendered":"https:\/\/antheusadvisors.com\/project\/review-of-the-organization-operating-model-of-the-communications-department\/"},"modified":"2025-10-01T17:04:08","modified_gmt":"2025-10-01T15:04:08","slug":"review-of-the-organization-operating-model-of-the-communications-department","status":"publish","type":"project","link":"https:\/\/antheusadvisors.com\/en\/project\/review-of-the-organization-operating-model-of-the-communications-department\/","title":{"rendered":"Review of the organization &amp; operating model of the Communications Department"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; admin_label=&#8221;Features&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;74c69059-8e69-4122-b1e6-dfeabf6c5711&#8243; use_background_color_gradient=&#8221;on&#8221; background_color_gradient_stops=&#8221;rgba(255,255,255,0) 0%|#00205b 100%&#8221; background_color_gradient_overlays_image=&#8221;on&#8221; 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_builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;f0c675ea-2574-4d0e-b725-30f8550a8550&#8243; title_level=&#8221;h4&#8243; title_font=&#8221;Poppins|Poppins_weight||on|||||&#8221; title_text_color=&#8221;#FFFFFF&#8221; title_font_size=&#8221;14px&#8221; title_letter_spacing=&#8221;1px&#8221; title_line_height=&#8221;1.4em&#8221; custom_margin=&#8221;||10px||false|false&#8221; title_font_size_tablet=&#8221;13px&#8221; title_font_size_phone=&#8221;13px&#8221; title_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_heading][et_pb_heading title=&#8221;Review of the organization &amp; operating model of the Communications Department&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;ddeb8c09-9078-4424-bc15-2efb6572e28e&#8221; title_font=&#8221;Poppins|Poppins_weight|||||||&#8221; title_text_color=&#8221;#FFFFFF&#8221; title_font_size=&#8221;40px&#8221; title_line_height=&#8221;1.15em&#8221; title_font_size_tablet=&#8221;40px&#8221; title_font_size_phone=&#8221;24px&#8221; title_font_size_last_edited=&#8221;on|phone&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_heading][et_pb_text quote_border_color=&#8221;#FFFFFF&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;0504de1e-f5ff-4281-ba60-cbbe4edf98bc&#8221; text_font=&#8221;Poppins|Poppins_weight|||||||&#8221; text_text_color=&#8221;#FFFFFF&#8221; text_font_size=&#8221;18px&#8221; text_line_height=&#8221;1.75em&#8221; link_font=&#8221;||||on||||&#8221; link_text_color=&#8221;#FFFFFF&#8221; quote_font=&#8221;Poppins|Poppins_weight|||||||&#8221; quote_text_color=&#8221;#FFFFFF&#8221; header_font=&#8221;Poppins|Poppins_weight|||||||&#8221; header_text_color=&#8221;#FFFFFF&#8221; header_font_size=&#8221;72px&#8221; header_line_height=&#8221;1.15em&#8221; header_2_font=&#8221;Poppins|Poppins_weight|||||||&#8221; header_2_text_color=&#8221;#FFFFFF&#8221; 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header_font_size_last_edited=&#8221;on|desktop&#8221; header_2_font_size_tablet=&#8221;28px&#8221; header_2_font_size_phone=&#8221;20px&#8221; header_2_font_size_last_edited=&#8221;on|phone&#8221; header_3_font_size_tablet=&#8221;22px&#8221; header_3_font_size_phone=&#8221;17px&#8221; header_3_font_size_last_edited=&#8221;on|phone&#8221; header_4_font_size_tablet=&#8221;18px&#8221; header_4_font_size_phone=&#8221;15px&#8221; header_4_font_size_last_edited=&#8221;on|tablet&#8221; header_5_font_size_tablet=&#8221;15px&#8221; header_5_font_size_phone=&#8221;14px&#8221; header_5_font_size_last_edited=&#8221;on|desktop&#8221; header_6_font_size_tablet=&#8221;13px&#8221; header_6_font_size_phone=&#8221;13px&#8221; header_6_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p>We helped a leader in the premium tourism sector, in a context of renewed governance, to thoroughly rethink the organization and role of its Corporate Communications: diagnosis of practices, clarification of scope and reporting lines, professionalization of leadership communication and reinforcement of the coherence of Corporate messages in France and internationally.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row make_equal=&#8221;on&#8221; 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custom_padding_last_edited=&#8221;off|desktop&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_blurb title=&#8221;Mission&#8221; icon_placement=&#8221;left&#8221; image_icon_width=&#8221;24px&#8221; content_max_width=&#8221;100%&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;1ea53d41-9439-472c-8d8b-7bddb3bf9444&#8243; header_level=&#8221;h2&#8243; header_font=&#8221;Poppins|Poppins_weight|||||||&#8221; header_text_align=&#8221;center&#8221; header_text_color=&#8221;gcid-heading-color&#8221; header_font_size=&#8221;20px&#8221; header_line_height=&#8221;1.2em&#8221; body_font=&#8221;Poppins|Poppins_weight|||||||&#8221; body_text_color=&#8221;gcid-body-color&#8221; body_line_height=&#8221;1.75em&#8221; body_link_text_color=&#8221;gcid-primary-color&#8221; animation=&#8221;off&#8221; header_font_size_tablet=&#8221;13px&#8221; header_font_size_phone=&#8221;13px&#8221; header_font_size_last_edited=&#8221;off|desktop&#8221; body_font_size_tablet=&#8221;15px&#8221; body_font_size_phone=&#8221;14px&#8221; body_font_size_last_edited=&#8221;off|desktop&#8221; border_radii_image=&#8221;on|6px|6px|6px|6px&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row module_class=&#8221;colonnes-egales&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;#FFFFFF&#8221; min_height=&#8221;398.2px&#8221; custom_margin=&#8221;0%||||false|false&#8221; custom_padding=&#8221;0px||0px||true|false&#8221; border_radii=&#8221;off||||&#8221; border_radii_tablet=&#8221;off||6px||&#8221; border_radii_phone=&#8221;off||6px||&#8221; border_radii_last_edited=&#8221;on|desktop&#8221; box_shadow_style=&#8221;preset4&#8243; box_shadow_horizontal=&#8221;-31vw&#8221; box_shadow_vertical=&#8221;0px&#8221; box_shadow_color=&#8221;#FFFFFF&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;|5px||5px|false|false&#8221; hover_enabled=&#8221;0&#8243; border_radii=&#8221;off||5px|5px|&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<p>With the arrival of a new CEO and the departure of the Communications Director, this tourism operator sought to redesign the organization of its Communications Department to:<\/p>\n<ul>\n<li>Redefine the role, scope and structure of its Institutional (Corporate) Communications, currently intertwined with Lifestyle topics.<\/li>\n<li>Clarify the hierarchical and functional reporting lines of the future department (recruitment in progress).<\/li>\n<li>Delineate the boundaries between Corporate Comms and Lifestyle Comms and clarify the interface with Public Affairs.<\/li>\n<li>Strengthen international coordination of Corporate actions and messages within a group operating across multiple continents.<\/li>\n<li>Professionalize leadership communications and ensure that new ways of working build toward a collective Corporate media plan.<\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_blurb title=&#8221;Approach&#8221; icon_placement=&#8221;left&#8221; image_icon_width=&#8221;24px&#8221; content_max_width=&#8221;100%&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;1ea53d41-9439-472c-8d8b-7bddb3bf9444&#8243; header_level=&#8221;h2&#8243; header_font=&#8221;Poppins|Poppins_weight|||||||&#8221; header_text_align=&#8221;center&#8221; header_text_color=&#8221;#A89868&#8243; header_font_size=&#8221;20px&#8221; header_line_height=&#8221;1.2em&#8221; body_font=&#8221;Poppins|Poppins_weight|||||||&#8221; body_text_color=&#8221;gcid-body-color&#8221; body_line_height=&#8221;1.75em&#8221; body_link_text_color=&#8221;gcid-primary-color&#8221; animation=&#8221;off&#8221; border_radii_image=&#8221;on|6px|6px|6px|6px&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_blurb][et_pb_text _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;|5px||5px|false|false&#8221; hover_enabled=&#8221;0&#8243; border_radii=&#8221;off||5px|5px|&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<p>Antheus deployed a three-step approach to deliver a robust diagnosis and a target organizational model:<\/p>\n<ul>\n<li>Conducted 24 interviews with 19 head office and regional employees and analyzed internal documents and existing practices.<\/li>\n<li>Review of scope and workload:\n<ul>\n<li>Detailed mapping of External DirCom activities (France and International).<\/li>\n<li>Identification of key pain points (Corporate\/Lifestyle porosity, fragmented messages, insufficient articulation with Public Affairs, lack of a shared Corporate media plan, artisanal communication by managers, weak structured international presence).<\/li>\n<\/ul>\n<\/li>\n<li>Analysis of companies in other sectors (premium, international presence, French origin or presence in France&#8230;) and formalization of target model:\n<ul>\n<li>Review of organizations facing similar challenges (Air France-KLM, Evian, Longchamp, Lacoste, Volvo).<\/li>\n<li>Identifying best practices.<\/li>\n<li>Co-design of a target model integrating:\n<ul>\n<li>A clarified scope and reporting lines for the Corporate DirCom (direct to the CEO).<\/li>\n<li>Enhanced governance (editorial board, cross-functional committees, <em>messaging house<\/em>, global calendar).<\/li>\n<li>Internal corporate communications pillar, coordinated with the HR department.<\/li>\n<li>Professionalizing leadership communications (collective media agenda, media training, editorial consistency).<\/li>\n<li>Global governance framework to plan, validate and disseminate institutional messages and ensure international consistency.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul><\/ul>\n<\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_blurb title=&#8221;Results&#8221; icon_placement=&#8221;left&#8221; image_icon_width=&#8221;24px&#8221; content_max_width=&#8221;100%&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;1ea53d41-9439-472c-8d8b-7bddb3bf9444&#8243; header_level=&#8221;h2&#8243; header_font=&#8221;Poppins|Poppins_weight|||||||&#8221; header_text_align=&#8221;center&#8221; header_text_color=&#8221;#6F8DB9&#8243; header_font_size=&#8221;20px&#8221; header_line_height=&#8221;1.2em&#8221; body_font=&#8221;Poppins|Poppins_weight|||||||&#8221; body_text_color=&#8221;gcid-body-color&#8221; body_line_height=&#8221;1.75em&#8221; body_link_text_color=&#8221;gcid-primary-color&#8221; animation=&#8221;off&#8221; border_radii_image=&#8221;on|6px|6px|6px|6px&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_blurb][et_pb_text _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;|5px||5px|false|false&#8221; hover_enabled=&#8221;0&#8243; border_radii=&#8221;off||5px|5px|&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<p>This premium tourism operator now has a complete and operational plan for :<\/p>\n<ul>\n<li>Clearly separate Corporate and Lifestyle Comms (distinct targets, objectives, media) while optimizing synergies.<\/li>\n<li>Secure corporate positioning with internal and external stakeholders (institutions, investors, business media, etc.).<\/li>\n<li>Professionalize and harmonize leadership communication and strengthen <i>personal<\/i> <i>branding<\/i>.<\/li>\n<li>Implement a global editorial governance, ensuring coherence and visibility of institutional messages in France and internationally.<\/li>\n<li>Clarify the interface between Corporate Comms and Public Affairs, with joint teams on sensitive topics and a shared calendar.<\/li>\n<li>Develop an action plan to broaden the themes addressed by the Corporate Comms (ESG\/CSR, innovation, digital, destination development).<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; 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