Setting up a PR Function
PR functions have potential benefits for a company. It helps in maintaining a distinct relationship between the organisation and public. It helps in developing a public image and identifies the perceptions of the target audience. PR functions arrange outreached events that increase awareness about the brand and the services among audience. These events help in increasing customer attraction as well as brand image. As stated by Smith (2013, p. 15), media relations are also enhanced through PR function as it handles media queries and interact with them efficiently. Important tasks in this field are disseminating press conferences, answering questions and placing correct news reports. For hospitality organisations like bonjour Motels, PR function will be highly beneficial, as it will help in enhancing the relationship with customer by increasing their loyalty towards the organisation.
However, before setting up a PR function the organisation must consider certain areas. These include checking availability of finance accounting operations, clear knowledge about the target market and industry competitors, effective resources and a possession of competitive advantage (forbes.com, 2013). A clear strategy must be developed for setting up the PR function. The objectives and goals must be defined along with identification of the target market. A key message must be included in the PR plan in addition to the preparation of a realistic budget. Their organisation must also prepare an alternative plan for meeting any kind of crisis arising during the implementation of the PR function. The organisation must be regularly review and adjust the plan to set up the most effective PR function for Bonjour Motels.
Designing a HR Function
Human Resource function is beneficial for organisation having a large staff base, as is the condition with BMS bank, having 400 employees. HR function assist an organisation in building organisational culture, facilitates team-building abilities, encourage employees in development and engagement with the organisation. As opined by Marescaux et al. (2013, p.333), HR function facilitates conflict management through functioning as a mediator and counsellor. Setting up a HR function will help the bank to manage employee performances in a better manner and develop healthy relationships among each department of the organisation. The implementation of HR function requires following certain synchronised steps.
HR staffing is an essential task for the process since hiring an experienced and qualified HR professional is not all easy. The organisation must carefully screen HR professionals by evaluating their experience levels and knowledge regarding employment laws. They must also be able to access resources, conduct research and prioritise among multiple projects. BMS Bank must follow a seven-step approach while implementing their HR function. The business context including the outcomes and activities must be defined. A HR vision needs to be articulated so that it can be shared across the function and outside the function as well for engaging clients (Alfes et al. 2013, p. 845). Deliverable outcomes must be specified and strategic investments should be made in selecting and recruiting human resources. A governance structure for the HR operation is required along with ensuring the competencies. Preparing an action plan for accomplishment of HR priorities will be an additional benefit to the process.
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