The Community Channel's plans to split its PR and marketing role into two led to the departure of its head of communications last week.
Helena d'Oliveira left the channel by mutual consent after 10 months because the role she was offered in an expanded communications department no longer contained a marketing function.
She was asked to focus purely on PR, but instead opted to leave and do various corporate responsibility-related freelance PR projects. "The channel wanted someone with a broadcast background to take on its new PR role, and I don't have that background," she said.
Suzy Lambert, who was PR manager at Flextech, the digital TV channel's owner, is expected to join as PR manager on 1 November.
Marketing will be led by TV specialist agency, Heavenly TV.
Channel controller Jane Mote said: "We have grown to the stage where we need to expand our PR function to run separately from marketing."
The channel still had a bit of a credibility problem among the charitable sector, d'Oliveira said, because some charities didn't realise how high its viewing figures are.