Public Relation Skills - Assignment Example

Public Relation Skills College: Part one How PRCA Attracts and Retain Brightest and Best Talent within Consultancies and In-House Department Press release of February 2014 PCRA teams up with Leeds Business School; a press release on February 2014. In an attempt to identify workable solutions for the attraction and retention of better talents in the industry, a sudden shift is noted as PRCA outsource the Leeds business school to help earmark a permanent solution for this daunting challenge of white dominance in PR both in In-house department and consultancy agency (Duhé, 2007). Through this program, international group of postgraduate comms students will form teamwork with the PRCA in determining the benchmarks for PRCA to attract youthful and knowledgeable expertise through a live project in both In-House and agency with non-discriminatory elements based on gender, race or creed. The project aims at establishing awareness to diversify the industry based on recruitment of more blacks and minority group (Chaturvedi, Joshi & National Workshop on Energy Conservation, 1996). As noted by one of the Leeds University senior lecturer, Robert Minton-Taylor, “The PR industry has a duty to ensure that PR recruitment is a level playing field in which candidates in currently underrepresented groups understand the career options and can access the industry.” This calls for a need to appeal broadening to new talents aimed at recruiting and retaining a new class of PR professionals. This initiative was preceded by the launch of PCRA career guide as well as school outreach programme in the previous year. This targeted school leavers and graduate based on a joint work between PCRA’s Diversity Network and CIPR’s Diversity Working Group (Averbeck & Internationalen Hochschultage für Medien und Kommunikation, 2002). This would assists in the outreach programme and schools around the UK. As noted by the PCRA community Director, Matt Cartmell, “Getting talented young people from every walk of life is a central problem for the industry (Clark & Fehl, 2006). We believe that this careers guide is one step in the right direction, giving young people the opportunity to consider a career which they might never think of.” There is an urgent need for the PRCA to shift from the unpaid internships which is attributed to ingrain an inequality in the recruitment at entry level (Field, 2005). Meaning of internship has to be redefined to curb employers who use this as an opportunity to get free cheap workforce and work experience restriction that leads to discrimination (Tufte & Mefalopulos, 2009). It should be made clear that internship are not direct guarantees for job placement and that internship be advertised preceded by a recruitment process and predetermined duration. Nepotism and unpaid arrangements are detrimental to industry as higher caliber applicants are only attracted based on good pay by credible and reputable companies that offer such lucrative remuneration to their interns’ services. Reference Averbeck, S., & Internationalen Hochschultage für Medien und Kommunikation. (2002). Kommunikationswissenschaft und public relations in Osteuropa: Arbeitsberichte. Leipzig: Leipziger Univ.-Verl. Chaturvedi, P., Joshi, S., & National Workshop on Energy Conservation. (1996). Strategy for energy conservation in India. New Delhi: Concept Pub. Co. for Rajiv Gandhi Institute for Contemporary Studies, and Institute of Engineers (India. Clark, R. P., & Fehl, P. (2006). Career opportunities in the visual arts. New York: Ferguson. Duhé, S. C. (2007). New media and public relations. New York [u.a.: Lang. Field, S. (2005). Advertising and Public Relations. New York: Infobase Pub. Rollinson, D. (2014). Advances in Parasitology. Burlington: Elsevier Science. Spies, M. (2013). DNA helicases and DNA motor proteins. New York: Springer Science+Business Media. Tufte, T., & Mefalopulos, P. (2009). Participatory communication: A practical guide. Washington, D.C: World Bank. Part two Maximizing opportunities: Broadening Access to the PR industry Feature article “Coverage in February 2011 of the ‘internships for cash’ scandal at the Conservative’s Black and White Party, which included a winning bid of 2,000 Pounds for week’s work experience at Bell Pottinger.” A BBC2 Documentary in February exposing Modus Publicity for hiring 20 unpaid interns at a single time. Another featured article was the Nick Clegg’s confession in April 2011 to have been job-placed based on his father’s connections at a Finnish bank and further revelation that he launched the Government’s Social Mobile Strategy. Challenges and opportunities for getting a job in PR in In-House department or Public Relation Agency Challenges Worker discriminations The London based internship framework is based on a discrimination a long gender lines races and disabilities making the whole process of recruitment flawed with blacks segregated against the white (Davis, 2003). Recruitment is based on who one knows and not what credential one can present. This leads to poor-skilled workforce with little credible worker retention and attractions rate. Unpaid incredible interns PRCA does not pay its interns and this pose a challenge as credible workforce is attracted by private and corporate firms that are competitive and paying summer internship more than the National Minimum Wage and other benefits leaving the incredible workers to be attracted to PR industries (India, India & National Documentation Centre on Mass Communication, 1978). PCRA internship should be free from stringent regulation based on experience requirements (Seitel, 2001). As reported by the IPPR, internships are more in specific competitive industries such as parliament and creative media. Particular researches conducted by Skillset in 2008, revealed that 44% of interns in the creative media labor force got jobs via unpaid work. This research further confirmed that recruitment was based on ‘who you know’ and not conventional practice of ‘what you know.” Increased master degrees Increased master degree poses a greater challenge due to frequent influx of the graduates into the labor market making it difficult to incorporate non graduates and the disables. Opportunities There is a massive opportunity for the PR employees based on the PCRA wider coverage with 350 agency members on a global scene; encompassing highly rated 150 UK consultancies. A further opportunity is revealed within the PCRA’s over 150 In-House corporate communications teams as well as various popular corporations in Europe and the UK public sector firms and organizations. Freelance, individual PR and communication practitioners present further looming opportunities upon which PR employees can be absorbed. Opportunities for Employers in Recruiting Graduates with Master Degree in PR How PRCA Can Attract and Retain Graduate Talent within PR Openly Advertised Intern Vacancies and Transparently Conduct Recruitment .Transparent and open advertisement of vacancies will create fairness in recruiting and when done through; outlining in time all the requirements and the benchmarks based on competencies for applicant’s assessment (Database and Expert Systems Applications Conference, García, Hameurlain & Quirchmayr, 2010). Predetermine and include the duration of the internship within your advert and properly state the conditions for full placement after internship, clearly stating the remuneration packages. This will make an applicant’s precisely make a rational decision on whether to apply after self-evaluation leading to attractions and retention of credible employees. Paid-graduate internships programmes As noted, payment of interns by other competitive London based private firms, PRCA should follow suite in order to attract credible expertise (Williams, 2002). It is a normal practice by these firms to pay final year undergraduate summer internships to the tune of over National Minimum Wage (NMW) and even the London Living Wage (LLW) which is reciprocated as well by the corporate sectors such as banks offering interns above NMW and other similar packages in order to attract and retain their interns. Fair recruitment to bring new talents into PR industry The reluctance to recruit at senior levels based on direct relevant experience and traditional background hurts the PR industry by restricting movements amongst PR specialist. Attention should be focused on recruiting under-represented groups (Agriculture & industry survey, 1989). Online job searches and advertisement should be free from segregation and further policies to give blacks and disable priority as affirmative action to bring new talents. Subsequently, good remuneration will attract and retain credibly untapped talents which will take the industry a notch higher based on increased worker productivity and quality service delivery. Mentoring, support and awareness for the minority This aims at diversification of PR through Taylor Bennett Foundation to deal with training of black and minority for a period of 10 weeks being trained in PR skills, career guidance and work experience (Cortes Society, 1917). A good number of credible professional have been attracted and subsequently recruited and retained acting as mentors to graduates for minority guidance and social networks continuity. Disability recruitment programmes Specialist communication recruitment agencies should be emphasized to ensure availability of jobs to disables based on Equality Act (Tymorek, 2010). Training should also be conducted for the awareness of disables. Information from DWP and Employers Forum on Disability to gauge the extent of disabled recruitment can be obtained in order to attract and retain such new talents. Reference Agriculture & industry survey. (1989). Bangalore, India: Vadamalai Media. Cortes Society, New York. (1917). Documents and narratives concerning the discovery and conquest of Latin America. New York: The Cortes Society. Database and Expert Systems Applications Conference, García, B. P., Hameurlain, A., & Quirchmayr, G. (2010). Database and expert systems applications: 21st international conference, DEXA 2010, Bilbao, Spain, August 30 - September 3, 2010 : proceedings. Berlin: Springer. Davis, A. (2003). Everything you should know about public relations: Direct answers to over 500 questions. London: K. Page. India., India., India., & National Documentation Centre on Mass Communication (India). (1978). Mass media in India. New Delhi: Publications Division, Ministry of Information and Broadcasting, Government of India. International Conference, Asia Energy Vision 2020, Chaturvedi, P., World Energy Council., & Institution of Engineers (India). (1997). Sustainable energy supply in Asia: Proceedings of the International Conference, Asia Energy Vision 2020, organised by the Indian Member Committee, World Energy Council under the Institution of Engineers (India), during November 15-17, 1996 at New Delhi. New Delhi: Concept Pub. Co. James, M. (2006). Public relations. Ultimo, N.S.W: Career FAQs. Lachambre, H., & Machuron, A. (1898). Andrées balloon expedition in search of the North pole. New York: F.A. Stokes. Seitel, F. P. (2001). The practice of public relations. Upper Saddle River, N.J: Prentice Hall. Tymorek, S. (2010). Advertising and public relations. New York: Infobase Pub. Williams, D. R. (2002). Executing justice: An inside account of the case of Mumia Abu-Jamal. New York: St. Martins Press. Part three Cover Letter FROM, Sandeep Kumar Singh Address 67 Skylines, St. Peters Street, Leeds, Ls98bn Phone - 0744xxxxxxxxx Email - Xxxxxxxxx@Gmail.Com TO, Human Resource Director, Public Relation, Burson-Marsteller Dear Sir, RE: APLLICATION FOR PUBLIC RELATION POST I am interested in PR related job in your organization. I am a highly rated result-oriented individual who understands the significance of job ethics. I am currently pursuing a Master Degree in PR. I am a team player and able to work under minimal or no supervision. I love being corrected and positively take corrections as vital to further shape my career and individuality. I am happiest at my achievement and stand tall at my failures to further dig deep and achieve the same. I have learnt to finish my duties in time as time is a scarce commodity modeling me to a determined and quality-associate individual. I have participated in most group work assignment based on my academic background and successfully gained interpersonal skills and good listening abilities. Communication skills have formed major parts of my fundamental features as I have realized that, opportunity is embedded on one’s ability to effectively generate and communicate ideas assertively. I have cognitively developed and realized Freudian’s concept of stress management. The massive endowments in communication skills, to my view are of greater significance in public relation department within an organization. My urge to remain updated and be current has enabled me grasp information on your organization’s performance, and it is worth being appreciate. However, based on my experience and the realization of the role of organizational workforce teamwork, I strongly believe that we can further take this organization a notch higher. I have an inner-drive urge to help map this organization into top ranked world institution based on my skills and positive attitudes. Attitude defines worker productivity as one might have skills but, lack of attitudes will derails organization to achieve set goals. I have further read and understood the firm’s mission, goal and vision statements and, subsequently develop more interest in working with you as they have closer attachments to my personal career objectives. I am looking forward to contact your office to check on my application’s progress. Subsequently you can contact me via my phone or e-mail included within my address. I am always online during the day as from 8AM through to 9 PM and hence can be contacted any time for the interview. I will be glad to be contacted for the interview and I promise to do my best once absorbed. More information is herein enclosed in my Curriculum Vitae. Thanks in advance for reading my application. Yours sincerely, Signature: Sandeep Kumar Singh CURRICULUM VITAE Personal Details Sandeep Kumar Singh Address 67 Skylines, St. Peters Street, Leeds, Ls98bn Phone - 0744xxxxxxxxx Email - Xxxxxxxxx@Gmail.Com Profile I am a student at Leeds Business School, one of the affiliates of the metropolitan University, pursuing Master in Public Relation. I am looking forward to obtaining a short- run job placement in PR related sector. Based on my current study and experience endowment, I have been developed to become a self-motivated individual, team player and a success-driven individual who is able to perform and timely achieve my assigned duties. My massive participation on voluntary work both in school and outside has redefined me into an ethically self-urged individual and a responsible individual who understands the significance of work code of conduct and etiquette. I believe, based on emerging business ethical issues, working ethically is the center-stage in with respect to organizational social and corporates attachments to its public. Education Background Leeds Business School: Master in Public Relation and strategy Communication Delhi University: Bachelor of Commerce, 58% Delhi Public School: Attained 60% Achievement and skills Based on my previous participation in group work-based assignment at school I have developed to fully appreciate team work and highly endowments wit interpersonal and communication skills. Ability to timely deliver my individually attached assignment has coined me to result-oriented and success driven individual through massive analytical techniques and skill-based individual. Several awards a long my academic background based on high level of self-discipline and a responsible student both in class as well as school activities. Interest and hobbies I love travelling, hiking, discussion, writing and watching. Insert 2 referees here (Name, Contacts (address, phone, emails) Reference McKinney, A. (2002). Real-resumes for media, newspaper, broadcasting & public affairs jobs--: Including real resumes used to change careers and transfer skills to other industries. Fayetteville, NC: PREP Pub. Rationales Part one Name of item: How PRCA Attracts and Retain Brightest and Best Talent within Consultancies and In-House Department Client: PR industry Employers Date: 9th May 9, 2014 Level of involvement: Fully participated in conducting surveys as analyst. Overview: The realization of incredible work force in PR industry has made me develop the urge to sensitize the employers on possible ways of recruiting and retaining brightest talents for increased quality service delivery Objective: To sensitize the PR industry employers on way to attract and retain brightest workforce. Activity: Conducting research and reporting the findings on eliminating discrimination in PR job placement. Target public: PR industry, minority group and PCRA Tactic: Interviewing the PR directors and using Bureau of Labor statistics to ascertain level employment based on race, gender and disable. Coverage: The research has met a lot of benefits making PR department to attract and retain brightest talents. Evolution: Evolves from massive outcry of interns based on workplace segregations Evaluation: Our movement is impactful based reduced workplace segregation in PR industry. Part 2 Name of Item: Maximizing opportunities: Broadening Access to the PR industry Client: PCRA Date: 9th May 2014 Level of involvement: Group leader Overview: Disparity based on racial, minorities and gender confines PR jobs to Whites. This made us appreciated the need to conduct a research and report to the PRCA on need to broaden the access of PR jobs to all the races, gender and minorities. Objective: To maximize access of PR jobs to the underrepresented groups basically the blacks and minority. Activity: Creating awareness to the PCRA on the significance of non-discriminatory workforce in terms of worker productivity. Target public: Underrepresented; minorities and blacks and the PRCA Tactic: Surveyed the current PR workforce components on both corporate sector and public and recommended changes to PRCA Coverage: Underrepresented; minorities and blacks were mobilized about the great PR opportunities and told to apply. Evolution: A group of internship seekers from Leeds Business School who had been segregated seek to mobilize PRCA for fairness in recruitments. Evaluation: Increased job placement for underrepresented group. Part 3 Name of Item: Writing a CV and Cover Letter Client: Commerce Master Students seeking PR internships. Date: 9th May 2014 Level of involvement: Student. Overview: Followed the job placement of PR interns based on poor CV and Cover letters. Objective: Enhance Master students ability to write good cover letters and Curriculum Vitae. Activity: Reading and analyzing requirements needed to develop good Cover letters and CVs Target public: Commerce Master Students seeking internships. Tactic: Practicing on writing cover letters and CV and establishing what the employers look for in these documents. Coverage: Many master students learnt on key skills needed to write CVs and Cover letters. Evolution: Resulted from University Lecturers seeing the need to enhance success of intern’s applications and lectured students on what employers look for in CVs and cover letters. Evaluation: Increased number of successful applicants invitation for PR interviews and job placement in PR based on good CVs and Cover letters. Bottom of Form Top of Form Read More