Power Analysis of VSA Vice President of Public Relations - Case Study Example

To: From: Date: Re: Power Analysis of VSA vice president of public relations Description The setting The setting takes place in the Vietnamese Students Association (VSA) at Texas A&M University Corpus Christi. The VSA has approximately 300 members. The VSA is the non-profit organization. VSA’s mission is to promote cultural awareness, create community culture transfer information, help new Vietnamese students and create a home environment. Vietnamese student and others can come to have fun through activities and share experiences with each other. The major aim of VSA is to create cultural awareness through organizing various cultural activities and events. The issue The memo analyses the power base for the vice president of public relations VSA who doubles the vice president of the VSA. The memo describes his typical use of this power base, critiques his usage of the power, and formulates a strategy to increase his power base and efficiently utilize it. The vice president’s name is Vu Hoang. Vu plans and conducts public relations programmes to create a good public image for VSA. He plans and designs the communication channel through which VSA informs the public of VSA programmes and events. Vu promotes the good image of the VSA through public initiatives such as speeches, exhibits and through questions and answers sessions. He has special skills in contacting media representatives, and in representing the president of VSA directly both before the American general public and at Texas A&M University Corpus Christi. The purpose The memo assesses and appreciates sources of power that makes Vu Hoang such a powerful public relations vice president. The memo spots how Vu typically uses his power. The memo critiques and makes suggestions on how Vu improves in his usage of power. Interpersonal sources of power Positioned based Vu has legitimate power to change the behaviour of other people. He could use various means such as acting as a role model with good behaviour. He could also influence other people’s behaviour by the use of his authority. Through his authority, he could formulate policies regarding the required code of conduct for members of the association and require that all members of the association adhere to them. He could establish penalties to ensure that all policies are adhered to. He has the legitimate power to ensure that all messages to VSA members and the general public remain in line with VSA’s mission. Vu is directly in charge of all the student members given his position as the vice president of VSA. He trains and directs the work of association members. VSA members carry out VSA activities on a voluntary basis. VSA members engage in activities, such as purchase of supplies, maintenance of inventory and maintenance of VSA data base. Vu implements controls to check if activities are on course and makes corrective measures where necessary. Vu has equal reward power. He uses his reward power to encourage and motivate members who exhibit excellence in the execution of VSA’s activities. More members come forward to engage in day to day operations of the VSA. Vu processes coercive power. He uses coercive power to streamline operations of VSA. Each member has a score card which Vu filled to facilitate monthly appraisals though all members work on a voluntary basis. Excellent members are recognised and rewarded from these scorecards. VSA reminded members who portray laxity in their efforts. Vu makes recommendations on every member’s performance to the VSA President. VSA gives a probation period to members who fail to advance the good image of VSA. VSA applies disciplinary action on members who fail to advance the objectives of the association after the probation. Person Based Vu has expert power. He has two years’ experience working as a public relations officer in Vietnam. Vu holds a degree in journalism. He is pursuing master degree in communication at the Texas A&M University Corpus Christi. Vu is equally fluent in English and Vietnamese language. Vu creates strong communication tools as press releases, magazines, emails and an online Face book and MySpace to enhance VSA image. Hoang has linked VSA’s website to his Yahoo messenger account. All interested persons can contact Vu when they need clarifications and information on VSA. Awareness of VSA activities increases. The number of people attended in VSA activities grew 20% per year CAGR from 2009 to 2011, while VSA member grew 10% per year CAGR over the same period. Vu commands a high degree of referent power from all members as a trainer and director of VSA members. His participatory approach to leadership has made it possible for members to work toward the achievement of VSA goals. The VSA president approached Hoang to help the vice president event planning to roll out a detailed plan that will see the number of non-Vietnamese students attending VSA activities increase significantly. This project was successful. Vu received a standing ovation from the VSA President, fellow vice presidents and all members of the association. Structural/ Vertical Power Appendix A demonstrates VSA’s hierarchical structure. Vu is below the VSA president. He has been the vice president of the organization and the vice president of public administration since 2009. Vu supervises the vice president of members, vice president event planning, vice president finance, and secretary. He has direct authority over them, but they work as a team. The president assigns Vu all the work and activities that VSA carries out. Vu delegates the work to various departments under him, who in turn reassigns the work to VSA members depending on the skill set required. Vu has utmost power at his level. He involves in policy formulation and may recommend corrective action for any member who violates the VSA culture. He cannot make any major policy decisions alone without involving the president VSA. VSA members approve all policies before VSA implement policies. Vu owns sufficient resources, but how he uses them must be approved by the VSA president and members. Situational/Horizontal Power Vu is vice president of public relations and vice president of the VSA. He makes major decisions in consultation with the president VSA. He commands greater respect from the entire Vietnamese student population because of his referent power. He is second only to the president. Vice president of members, vice presidents event planning, vice president finance and the secretary are under him. These vice presidents handle separate VSA’s activities. These vice presidents involve Hoang in their committees because of his experience, expert power and management skills, and his position as the vice president of VSA. Critique Vu’s expertise in the field of public relations is unmatched. His journalism degree equipped him with excellent verbal and written communication skills. Vu’s organizational management skills and experience increases after working in VSA. Vu’s extracurricular activities will help him when he works in a formal work environment outside college. Vu’s management skills are a great asset because he knows how to balance his power. His person based power is unmatched due to his expertise. In spite of his expertise, Vu’s power application mechanisms are not very effective as some members of the association could exploit loopholes in the use of power to revolt against his rule. For instance, people could term him rule as dictatorial since he is not easily approached by lower members of the association given the power distance is large. In addition, he has failed to promote a uniform reporting system between him and his fellow vice presidents resulting into conflict in reporting sectional operations. Suggestion Vu has a great balance in his use of both people based and position based power. He might lead the VSA as president in the future. He needs to sharpen his managerial and interpersonal skills. He should adopt transformational type of leadership that brings power closer to the people. Through such type of leadership, the structure of the organization would be reduced to a flat structure rather than the current hierarchical structure. The flat structure would reduce bureaucracy while bringing power closer to the people. The flatter structure of the organization could increase the level of communication while enhancing understanding. Vu could use this opportunity to avail himself to association members by setting aside a specific day for interacting with association members while hearing their grievances and suggestions. Conclusion Vu has a good balance in his use of his personal and position based power. His position based power through rewards needs to be strengthened. He needs to pursue a management course to strengthen his skills in people management. Vu will become a valuable asset for the VSA. He will be VSA President in the future after increasing his productivity in his current position as the vice president public relations and the vice president of VSA. Appendix A VSA structure chart Read More