How At Home structures its comms efforts

Learn how the décor store’s team of one operates.

Ragan Insider Premium Content
At home comms team structure

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?

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.