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Introduction
Success remains the optimum mission and vision for any given organization in the world. In this regard, success, therefore, can only be achieved through the effective participation of all operational departments in an organization (Heath 2010).
However, if success is not attained within an organization, several strategies are applied for mitigation purposes. These strategies include downsizing the labor force, streamlining existing departments, or identifying the operational gaps present for subsequent action. This paper, therefore, addresses the implications of the operational gap and provides a memo to a hiring manager to solve the issue.
An operational gap is simply the absence of particular expertise in an organization in which immediate deployment leads to organizational development. In this regard, our organization has been operating without a public relations department over the years, thus prompting the organization to seek for external services from other players in the public relations industry. This has consequently led to huge expenses as the company wants to promote in the market through advertisements; this, however, could have been done by a public relations department led by a public relations manager many years ago.
If such a situation occurs in an organization, the management writes a memo to a human resource manager, a person-in-charge of hiring services, so as to execute its mandate. The subsequent employment of a public relations manager will ensure that the company saves a substantial amount of money that will be otherwise channeled to the external media firm. Moreover, the employer ensures that the management is abreast of its operations and avoids embarrassing situations caused by outside players, such as untimely and poor workmanship with the outside media firm.
Kengats Breweries Limited
- Tel: 0340 424 6202
- The natural sweetness is our goal
- From: Managing Director, Kengats Breweries
- To: Human Resource Manager, Kengats Breweries
RE: Job Advert for a Public Relations Manager
Essentially, on behalf of the management board, accept our congratulations on your continued excellent performance in Kengats Breweries. Although the companys operations went well, some challenges could ideally compromise the companys sustained growth. It is, therefore, time for the company to seek alternatives to increase its effectiveness in the market.
The companys board of directors came up with a suggestion that would see the introduction of the public relations department required to promote the company to greater heights of prosperity. The companys success is ultimately our vision and mission, but when it is not forthcoming, stringent measures are inevitable. In the recent past, Kengats Breweries has reported on the reduced sales although the company spent huge amounts of money on advertisements by Image Consultants.
Image Consultants is a company that we chose to advertise our products, but the change we expected to experience is still to be realized. Without much ado, the situation is to be controlled to ensure that our competitors will not throw us out of the market.
However, after a crisis meeting by the management, it was decided that the company would terminate its contract with the Public relations firm and employ its public relations manager in a bid to rebuild the brand and increase sales. Additionally, the potential employee should have the following requirements for consideration. To get proper candidates, the company intends to publish an advertisement in the mainstream media to reach more people.
Being a human resource manager, you should ensure that only the best candidates land the job; that is the thing the management supposes you to perform. However, in employing a candidate, make sure that the policies that govern employment in the company are withheld to avert a conflict of interests.
After a consultative meeting of the management board, it was decided to put into consideration the following requirements and job responsibilities. We hope that the company will steer a steady course achieving its main goal through a public relations department. I wish you success in your endeavors. On the other hand, please ensure that workers relations are dealt with amicably, so as not to compromise on the companys upward rise to excellence. Introduce measures that do not only motivate other workers but also ensure that the service delivery remains top-notch. This will guarantee that we will take the lead over our competitors (Grunig, Grunig, and Dozier 2002).
Requirements
Kengats Breweries, a brewer with rich experience in the brewing industry, seeks to recruit a Public Relations Manager to propel the companys policies to excellence. In light of this, the candidate should be dedicated to the organizations objectives and motivated to achieve the set goals. The company is ready to pay a handsome remuneration package for a person who fits the following requirements.
The candidate for the position should possess the following:
- a post-graduate degree in Public Relations or any other related degree (in case of another degree, an undergraduate degree is encouraged);
- registration with a professional body;
- advanced computer skills with vast experience in public relations tools;
- fluent English (knowledge of another language is an added advantage);
- communication skills including verbal, non-verbal and listening skills;
- a team spirit which means being able to work as a team player, among others;
- over 10 years of experience with a reputable organization in a senior position.
Job responsibilities
- The candidate is anticipated to promote the companys image to the public. The Company expects a public relations manager to ensure increased consumer confidence through proper media publicity and conduct of promotions to easily boost our market reach.
- A public relations manager is to design the companys adverts and promotional equipment, such as billboard adverts, and develop proper corporate social responsibility events.
- He/she is to ensure the timely publication of the companys newsletter and improve management and employee relations.
- The candidate should build consumer confidence and market reach through self innovative strategies.
- A manager is expected to expand a market reach
- As a public relations manager, a candidate is supposed to be a media representative and issue press statements and releases regarding the companys information to the media. He/she should also represent the company at media briefings and product launch.
- A manager is to develop the companys image as a brand. This entails the promotion of the brand and also the management of the companys innovations.
- He/she is meant to deliver results as per the set targets and be ready to work under constant pressure and strict deadlines with minimal supervision.
Minimum Attributes
According to Fitzpatrick and Bronstein (2010), good writing skills are paramount to any Public relations officer; thus, a candidate is not an exception, and his/her writing should be considered as well in detail to ensure everything is normal. Nowadays, a public relations manager needs to be conversant with social networking sites, such as Facebook, MySpace, and Twitter.
Conclusion
Before the new public relations manager assumes office, the management board should interview with him/her to ascertain his/her capacity to oversee the progress of the company. To sum everything up, it is worth mentioning that you are to give priority to the company employees who are fit for the position before external advertisement.
In conclusion, the deployment of a public relations manager should illustrate our commitment as an equal opportunity employer.
References
Fitzpatrick, K, & Bronstein, C. (2010). Ethics in Public Relations: Responsible Advocacy. NY: SAGE.
Grunig, A., Grunig, E., & Dozier, D. (2002). Excellent public relations and effective organizations; a study of communication management in three countries. NJ: Lawrence Erlbaum.
Heath, R. (2010). The Sage Handbook of Public Relations. NY: SAGE.
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