How At Home structures its comms efforts
Learn how the décor store’s team of one operates.
How would you fare as a lone communicator for a company that boasts more than 200 big-box stores and 2,600 employees?
That’s the deal for Darci Herndon, director of internal communications for At Home—the “home décor superstore.” As a team of one, she reports to HR. Here are more details on At Home’s communications setup:
How is your team structured? Centralized (you do comms for the whole enterprise), decentralized (individual departments/business units operate their own comms) or matrixed (a combination)?
Decentralized. We have internal comms, investor relations, PR, and field/store comms.
What are the upsides to that structure?
Everyone remains close to their area of expertise.
Any drawbacks?
This structure can limit flow of information [and] requires additional steps to coordinate.
What is your “dream” communications structure?
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