Proposed Organization Chart

As the new public relations manager at RSA, discovering a way to restructure the marketing and public relations team was a very important step in creating the roles and responsibilities for each employee as well as the agency we decided to work with. The duties we considered in forming these roles included: media relations, social media, advertising, influencer relations, analyst relations, partner communications, corporate social responsibility, data and analytics, special events, and content creation.

We know that the agency we choose to work with will be covering data and analytics of RSA and its social media accounts, creative visual communications, and help our marketing public relations department execute social media campaigns. They will work closely with both the public relations and marketing directors, as well as the new hires in our department.

With the chance to strengthen the existing public relations and marketing departments, we are proposing that RSA hire a media relations coordinator and a special events coordinator, as well as restructure the existing roles so that the social media and media relations coordinators are overseen by the public relations manager. We believe that the job function of junior-level content writer can be merged into our proposed roles as well as the agency’s responsibilities. The roles and responsibilities of each employee in this department can be further defined to successfully promote a functional and cohesive team.

As RSA’s public relations manager, we will work alongside the existing marketing communications director to set and execute strategy that enhances the awareness of the RSA brand. We will lead the in-house communications team and agency efforts to direct all social media efforts, refine company messages, and achieve communications goals. We will serve as the spokesperson for the RSA brand, and, as director, engage directly with the media for interviews.

The two roles we will directly oversee are the social media and media relations coordinators. The social media coordinator is the existing social media community manager with redefined roles. They will provide direction to the public relations agency regarding the execution of any social media campaign messaging and work to create the direction of campaigns as well as curate social media content. This coordinator will also grow RSA’s relationships with social media influencers in the cybersecurity field.

Working closely with the social media coordinator is the media relations coordinator. They will identify agency needs and provide direction with campaign messaging. They will also be responsible for updating and maintaining lists of media contacts, press outlets, influencers, and analysts. The media relations coordinator will be primarily responsible for tracking RSA related media responses and interviews as well as creating and distributing press releases and media alerts. This role is new to our department and will directly support us in our role as the public relations manager.

The other hire we would like to make is a special events coordinator. They will create, produce, book, and coordinate all event details regarding the annual RSA sponsored cybersecurity conference. Our special events coordinator will be responsible for developing and implementing all programming featured at the conference including details such as creating and monitoring timelines, scheduling any vendors and speakers, tracking responses, and managing all internal and external event communication. Additionally, they will serve as a liaison with industry representatives, local businesses, the general public, and other conference center departments. By taking over the planning and execution of the conference, we will be able to clearly define the branding surrounding the event.

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Since the public relations side of the department is focused on media efforts, the special events coordinator will be overseen by the marketing communications director. They will work alongside us to achieve communications goals. The marketing communications director will develop and execute strategic and tactical marketing plans implementing advertisements and other paid promotions. In this role, they will direct the chosen public relations agency on creative marketing and advertising initiatives.

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