Matching HRM Needs and People

Matching HRM Needs and People

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Matching HRM Needs and People

Part A: Assessing a Job or Position

  1. Define the purpose of the job

The goal of a public relations (PR) manager is to make and present a positive image of the company by making it appealing to the public, the media, and other stakeholders. PR is about communicating the right thing, at the right time, and to the right people (Government of Canada, 2018). Apart from partaking in promotional activities, the PR personnel work with the media to inform them about the firm and its brands.

  • Define the major activities or responsibilities of the position

The PR managers develop the strategies to be used in the campaigns, and they write the reports on media. They are involved in arranging press releases and in managing online and social media content, videos, and marketing campaigns concerning the company. They conduct market research to determine the position of their organization, and they create ways of developing business opportunities.

The personnel are engaged in developing and managing relationships with the clients. They have to build a relationship with the media as well due to the imperative nature of their work. Furthermore, they have to provide their clients with the information needed concerning the company and its products, new strategies, as well as promotional opportunities. The PR managers are the image of the company, and they have to speak at interviews, exhibitions, and other promotional events.  

  • Define the knowledge and other skills required to do the job

Many organizations need their PR managers to have a university education, which can be in areas such as communication, management, marketing, business studies, journalism and media studies, psychology, public relations, and other related courses.

PR personnel should convey excellence in oral and written communication. The applicants should also have outstanding interpersonal skills. PR employees should be creative and have the ability to work well under pressure. They should be willing to take the initiative and be proficient at solving problems. Other skills include superb presentation skills, expertise in information technologies and use of social media, and high-quality organizational and planning skills.

  • Define the working conditions related to the position

PR employees work under much pressure and are expected to satisfy deadlines. The position is full time, and the managers are supposed to be ready at any time including evenings and weekends. The tasks can also interfere with the managers’ social lives because of time demands  

Part B: Developing a Job Description

Job Description: Public Relations Officer.

Job Title: Public Relations Officer.

Department: Media and Public Relations.

Reports to: General Manager.


  • Develops, manages, and directs all the activities, campaigns, and other events concerned with improving the company’s image as well as ensuring that the firm maintains positive relations with all its stakeholders.
  • Represents the company at exhibitions, promotional campaigns, and other marketing activities.


  • Managing the company’s reputation by developing strategies related to HR and other external communication.
  • Maintaining positive relations with the stakeholders, ensuring that the organization preserves good standing and relationships with the media.
  • Developing the company’s social media communication and other online interfaces.
  • Undertaking the company’s promotional activities and marketing campaigns.
  • Creating and exploiting new opportunities.



  • Four-year college degree in communications, media and journalism studies, and other related fields.
  • Knowledge of information technology, associated technologies, and social media is preferred.
  • Two-year experience in the same or related position.


  • Excellent communicator with exceptional interpersonal skills.
  • Knowledge of the latest social media and excellent use of digital technology.
  • Knowledge and experience in research and analysis.
  • Great presentation skills.


  • The candidate works full time, and they should be ready to work on weekends and during unofficial hours.
  • Evidence of creativity and willingness to demonstrate initiative.
  • Able to work well in flexible environments with limited supervision.

Part C: Labor Market Assessment

Jobs in the public relations sector are appealing alternatives for graduates, especially those studying the arts. Because of this trend, many people are available. At the same time, the industry has been growing steadily over the years. The need to have PR personnel can be attributed to diverse factors including, increased demand, changes in the use of technology, greater need by companies to connect with their clients, and increased dispersion of information from various sources (IBIS World, 2017). Such factors depict why many organizations, government departments, and companies have realized the importance of having a PR department.

Many organizations recognize the significance of maintaining a positive image as this contributes to their reputation and overall success. They have to find ways of dealing with predicaments as they happen. The need to reinforce the companies’ image has dictated the use of PR personnel. Technology has also been a contributing factor. It has become easy and fast to spread information because of digital technologies. If the information that is being distributed is harmful, then the organization can lose its reputation within a short time, and this can have an adverse effect. Without a person who understands how to mitigate such implications, the company can end up losing in the end since the information can influence its stakeholder’s perceptions.

Companies, institutions, and organizations currently understand the substance of social media, not only as a communication tool, but also as an essential channel in raising awareness and maintaining positive relations with its stakeholders (Basen, 2013). Public relations personnel with a deep understanding of social media can contribute to the success of the organization based on the data they choose to pass to the press. Due to these factors, the number of companies needing the services of PR personnel has increased. The trend in question is based on the extent to which social media has become a primary interactive tool for firms and customers.

The PR industry does not possess any entry barriers. The aspect of the sector makes it possible for anyone willing to join the industry to implement penetrative tactics with ease. While there is a considerable demand for PR personnel, the supply is high as well. As such, it can be challenging to make specific requests when holding that position. The competitive nature of the industry may provide organizations that possess specific benefits such as the economies of scale with opportunities to maximize on their reputation in contrast to others. Moreover, the PR responsibilities that a person has to perform are dependent on the company.

 Organizations require their personnel to do more than just being their image and presenting them positively to the stakeholders. Some of them expect their employees to handle marketing, strategy, and budgets. The function increases the workload and hinders the performance of public relations managers. Personnel in the respective sector are expected to know every element of their organization’s operations. They have to be aware of the responsibilities of the different departments and understand how they are performing. Without such knowledge, they cannot be able to represent their firms and answer questions regarding organizational performance. Therefore, adding marketing and budget analysis to their roles can prevent them from performing adequately. Organizations should also consider hiring PR firms that are specialized in their areas of operations. It is preferable to recruit existing employees since a person who has already worked in the organization is knowledgeable of how it works.


Basen, I. (2013). Column: How different is PR in Canada versus the U.S.? Retrieved from

Government of Canada. (2018). Public relations and media relations. Retrieved from

IBIS World. (2017). Public relations firms – Canada market research report. Retrieved from

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