Introduction
Pacific World Singapore Pvt. Ltd, human resource function, continuous to be critical department and remains as the core staff in ensuring successful accomplishment of its mission. Operating in tourism and hospitality sector, Pacific World Singapore Pvt. Ltd has many employees from different regions and culture making its strongest team of tourism and catering attendants. The employees consist of 1800 travel agencies, and countless incoming agencies along other technical and other operations employees. Pacific World Singapore Pvt. Ltd deals with diverse culture and different category of clients from all over the world. The success of the company is highly depended on the competence of human resource department to keep the employees, and hence, the client satisfied.
Public relations, on the other hand, a critical department define the relationship between the company, its clients and the public globally. Public relation and communication enhance expansion of organizations operation through increasing the customers as they get proper information on the functionalities and services offered by Pacific World Singapore Pvt. Ltd. Public relations management and operations are therefore very critical in ensuring extraordinary services to the clients which the company holds the key to ensuring customer satisfaction and loyalty (Grunig, 2013). This paper will focus on designing an operations report on human resource department and the public relations department.
1.1.Problem Statement
Pacific World Singapore Pvt as an organization is aims at expanding its operations to be a highly recognized international service sector. The organizational also eyes at attaining competitive advantage with its human resource and public relations departments. The main objectives remain to enhance beyond average services to the clients and hence getting global recognition. The main objective of Pacific World Singapore Pvt is to promote employees capacity to work in the organization and to promote the organization. Given the above problem, it was thus recommended that an operations plan would ensure expansion and extraordinary services to the client hence better satisfaction.
Operations Report in Public Relations
Public relations department is critical in the attainment of the objectives of serving the customer in an extraordinary manner to enhance satisfaction in Pacific World Singapore Pvt. Ltd. It answers the question of how the organization can communicate with the public on mutually beneficial terms. It aims at keeping the organization relevant and profitable in the market and enhancing the sales of the services provided by the company to the public while at the same time improving their standards of living. Pacific World Singapore Pvt. Ltd must continuously carry out public relation activities which contribute to its expansion. It is through public relations that Pacific World Singapore Pvt. Ltd can sell out its services to the public and to relate to its clients and customers effectively in the dynamic world. Pacific World Singapore Pvt. Ltd encourages continuous innovation in the public relations department to enhance the adaptation of the company standards to the market and industry standards. More so, Pacific World Singapore Pvt. Ltd has adopted many innovative technologies and necessary skills which can be used to enhance public relations and hence increasing the sales of the services.
Needs for managing public relations at Pacific World Singapore Pvt. Ltd
Public relations forms one of the major factors contributing to the success of Pacific World Singapore Pvt. Ltd. It must, therefore, be carried out on a day-to-day basis. It is a continuous process that must be organized effectively and planned in advance to improve its results. It is the public relations function that will enhance the growth and expansion of Pacific World Singapore Pvt. Ltd to the global market. Through public relations, Pacific World Singapore Pvt. Ltd has been able to achieve global recognition while at the same time getting very loyal customers. Through its public service, the company can now be entrusted to plan and organize nation and international events (Grunig& Huang, 2000). Public relations function carries out continuous research in the market and its immediate public about how the public and clients perceive its services.
Specific Tools to be used by Public Relations Function
Pacific World Singapore Pvt. Ltd, public relations function, uses web designs and press releases as a way of creating public awareness and increased information access by the public. The public relations function may also write pitches about the firm which they send directly to the journalist in different global sales offices. The public relations also create special events which are designed mainly for the outreach of the public and media relations. In these events as discussed earlier, Pacific World Singapore Pvt. Ltd concentrates on marketing its services and products while at the same time educating the public.
More so, Pacific World Singapore Pvt. Ltd, public relations department, carries out extensive research on the firm performance and the firm's messaging effectiveness to determine and measure efficiency and productivity of the activities undertaken by the organization. With the high business expansion and the dynamic nature of the business, expansion of the business is critical at any one point. The public relations will hence participate in devising ways of expanding business contracts through personal networking and attendance and sponsoring the events. These events must be highly organized to ensure that expenditures are highly controlled about the expected results. The public relations will be responsible for managing internal webs while tracking what goes on in the external webs. They will use the web for writing and blogging to create public awareness to those who may search for the services through the social media platforms (Grunig, 2013).
Other basic activities to be undertaken by the public relations are involvement in crisis public relations strategies. This means that the public relations department will participate in responding to the crisis which may occur in the course of providing the services to the client or even during the normal public relations messaging (Ki et al., 2015). Public relations deals with such crisis to enhance trust and create continued clients’ loyalty which may otherwise be tarnished through a poorly managed crisis. Lastly, the public relations will undertake social media promotions and response to any negative opinions online. All the above activities are undertaken with the goal of offering extraordinary environments and amazing experiences to the clients and customers, ensuring that they are highly informed and thus opening new business perspectives for Pacific World Singapore Pvt. Ltd. Public relations will, therefore, struggle to show the clients the reasons why they should prefer to contract Pacific World Singapore Pvt. Ltd and no other companies and institutions offering the same services. It also makes its events and conferences lively enough to attract the attention of the media which gives the final version of what is to be covered and also motivate the media’s attention in giving third party validation on the services provided (Ki et al., 2015).
2.3. Management Structure in Public Relations
2.3.1. Chief Communication Officer
This is the most senior position in public relations which is planning the corporate strategy in public relations. Its main aim is ensuring that Pacific World Singapore Pvt. Ltd communications within and outside the organization are effective and efficient. Firstly, the manager will plan on the resources required for effective communication with the public (Grunig& Huang, 2000). Secondly, he will plan on the necessary technological advancement to enhance communication. Third, the managers will be the head of all the public relations managers and department in the global sales offices, and all senior managers will be required to report to him/her. Fourthly, he/she makes the final decision on the media platforms and events to be used for effective public relations (Grunig& Huang, 2000). Fifthly, he/she is responsible for the supervisory function and hence holding an oversight function on the activities undertaken by the public relations. Lastly, he/she can order for research to be undertaken by the public and public messaging to enhance better decision making (Grunig, 2013).
The individual will hold the chief communication officer position on a five years contract which may be renewed on a competitive basis. Individuals taking this position must have an experience in marketing or public relations in the tourism and hospitality industry. The chief officer will be reporting to the corporate board.
2.3.2. Principal Public Relations Manager
The Principal Public Relations Manager deals with the interaction of Pacific World Singapore Pvt. Ltd with the general public. He/she is the principal officer responsible for the public relations functions globally and the offices and is located at the company's headquarters in Singapore (Ki et al., 2015). He/she undertakes many senior responsibilities in reaching out to the public and giving the clients reason for entering into a contract with Pacific World Singapore Pvt. Ltd. Firstly, he/she acts as a link between the organization and the media firms. He plans and budgets for the expenditure in the public relations giving the figures needed for public relations. Secondly, advise the top management on the need for better technology acquisition to enhance global networking and client service. For example, he can make recommendations on the development of the website and another media platform which offers interaction with the customers globally. Fourthly, he/she is the head of public relation managers in all the global sales offices and ensures that all functions in all the offices are properly coordinated with highly established communication resources (Ki et al., 2015).
The principal public relations manager post is a full-time post which will is held by highly competent individuals who have attained enough experience in global multinational organizations preferably in the tourism and hospitality industry. Principal public relations manager reports to the Chief Communication Officers while other junior managers in public relations reports to him/her.
Public relations function in Pacific World Singapore Pvt. Ltd must be undertaken in all the regions where sales offices are located. Successful public relations function will depend on the good strategies the organization takes and the availability of advanced technology to be used in public relations (Grunig, 2013). Employees and managers training on public relations must regularly be undertaken to equip the employees and managers with all the skills necessary for successful public relations. Performance measurement on public relations will be carried through extensive research of in the market on how they perceive the services given by Pacific World Singapore Pvt. Ltd and the level of services. Public relations function thus performs constant research in the market and also reporting is done to the board of executive.
2.4.Measurement of the Public Relations performance and Necessity
Human Resources Operations Plans
In the industry, human resource functions remain to be the major determinant of the performance of the organization. A successful organization, coordination, monitoring and control of the services depend on a better structure of the human resource department. To ensure sustainable performance in Pacific World Singapore Pvt. Ltd, the human resource operations must be planned and conducted in a logical and efficient manner. Human resource function carries out recruitment, selection, appointment and capacity development functions for its employees. It is also involved in the payment, human resource appraisal, inspection of the employees and also determining the terms of employment (Getz, 2007). The human resource will also be responsible for disciplinary actions to the employees and hence maintaining order and discipline in the organization. Individuals in the Department will, therefore, be required to undertake activities and functions as it may be prescribed to enhance employees’ satisfaction and motivation towards enhancing expansion of Pacific World Singapore Pvt. Ltd globally. The human resource function must at all times enhance efficient coordination and information flow in an organization. To do this, the human resource will ensure efficient and flexible structure of information flow which enhances the manner in which various experts and managers access the required information. The department may adopt structure as shown in Appendix C.
Management and employees structure in Pacific World Singapore Pvt. Ltd
There are many management and employment position in the human resource function at Pacific World Singapore Pvt. Ltd. Some of the major positions are:
Chief Human Resource Manager
This will be based on five years contracts. The holder of the post can be reappointed after the five years on a competitive basis. He will oversee all the human resource operations in all the agencies and branches globally. Chief human resource managers will perform the following functions in Pacific World Singapore Pvt. Ltd.
Firstly, he is responsible for making the final human resource decisions concerning all the agencies and branches globally. Secondly, he/she takes a key role in deciding on the payment of employees and mainly the top managers of Pacific World Singapore Pvt. Ltd. Thirdly, he/she sits in the major disciplinary committees mainly dealing with the topmost officials in the organization. Fourthly, he makes decisions on the transfer, appointment, sucking, employees’ retrenchment, recruitment and other key decisions affecting the employees (Getz, 2007).
Human Resource Managers for the branch
These managers will be located in different branches and area where they will be in-charge of the human resource functions in their region. They will deal with the coordination and organization of the human resource through allocation, recruitment, and appraisal of the human resource in the branches (Huselid, 2005). They will report to the executive directors in their specific region weekly. These managers will be appointed on the contractual basis for three years where they can be reappointed on a competitive basis. The managers at this level undertake critical functions in the organization.
Firstly, they carry out recruitment, appointment, appraisal of employees in the region. Secondly, they participate in planning for training and employees development for the full-time employees, part-time employees and employees on contracts. Third they determine the qualification required for a certain position during recruitment. Fourthly, they ensure that employees are paid fully and in time. Fifthly, they ensure conformance with the legal employees’ standards and ensuring that the trade unions membership of members is controlled. Lastly, they sit in the disciplinary committee of the employees and senior managers in their respective branches.
Human Resource Supervisor
Pacific World Singapore Pvt. Ltd operates diverse activities will be mainly based on different location in the world. Destination management will require that employees be scattered all over the world to ensure high-quality customer service. Quality operations and customer satisfaction will be the most important performance metrics (Getz, 2007). To enhance effective services, it is expected supervision of employees must be done regularly and reporting of any underperformance to be done immediately.
The supervisor in the human resource department conducts some functions which are aimed at enhancing the productivity of the employees in all the sales offices. Firstly, they are responsible for maintaining the attendance register making sure that employees and workers attend the job daily unless and also maintaining off records. Secondly, they ensure that employees attend the job place timely. Third, they ensure that employees maintain the code of conduct through supervision. This will include ensuring that employees maintain the proper dress code and have their badges on during the work hours. Pacific World Singapore Pvt. Ltd employees are supposed to be presentable at all time to the clients to give the clients good perception of the qualities they receive. Employees will only be identified by the uniform they may be supposed to wear during catering and other services. It is, therefore, mandatory for the employees to be in their uniform and badges as well. Fourthly, supervisors ensure that the workplace and the clients' service places are kept favorable for a better and quality services. Lastly, they ensure that all the employees and clients complaints are handled appropriately by the human resource department. Human resource supervisor will be supposed to report to the human resource manager for the given region where he/she is located.
Training and Capacity Development Manager
Pacific World Singapore Pvt. Ltd deals with radical growing industry. The industry will have many changes as it deals a wide range of market with different cultures. Training and development will, therefore, be undertaken constantly and consistently to enhance the performance of the employees in conformance to the market change. Pacific World Singapore Pvt. Ltd will undertake training and development to full-time, part-time and contractual employees in the organization.
Managers holding this position have a myriad of responsibilities to give the need for continuous growth and expansion of Pacific World Singapore Pvt. Ltd. Firstly, the managers ensure continued training opportunities and providing training facilities and tools to the employees. Secondly, the managers act as a link between the organization and training and capacity development organizations. Third, they ensure that training materials such as books are provided to the employees during training. Fourthly, they are responsible for maintaining the training and development registers which may be used to assign roles within the organization where a gap may arise (Huselid, 2005). Fifthly, they interact with the human resource manager to give education leaves for future studies to the employees. Sixthly, they give scholarship for further studies, training and capacity development to the employees- The scholarships are given on competitive basis and ensure that those given such opportunities can be given higher roles in the organization. Seventh, they ensure that the learned materials and the improved knowledge are applied in the organization to enhance productivity and efficiency in the organization (Tichy, 2011). Lastly, the managers will also be responsible for establishing area which may require training and personnel capacity development through the analysis of performance.
Training and capacity development manager will report to the human resource manager who will intern make the regional final decision pertaining human resource training and capacity development.
Human Resource junior managers and assistants
Given the number of employees and the diversity of employees cultures operating in various global regions under Pacific World Singapore Pvt. Ltd, many human resource junior managers, and assistants carry out the specific human resource functions towards enhancing that the employees needs are covered. The junior managers and the assistants will carry out functions as described during the employment and as it may be delegated to the human resource manager and other senior managers in the same department. Human resource junior managers will be recruited on a full-time basis in different regions. The junior managers will, however, be transferred from one region to another as the management may deem necessary. A junior manager may apply a senior position in the case where a vacancy arises. In case the vacancy of the human resource manager falls vacant due to manager's leave, retirement, death or resignation, a junior manager may be assigned to assume the office temporary before the necessary changes are made (Tichy, 2011). Due to the nature of the business which is seasonal, assistant human resource managers will be employed on a contractual basis. Shortlisted managers may be called apply for the job when required to assist.
Junior and assistant managers will perform various operations within the course of their work. Firstly, they will carry out the preparation of human resource employment compliance documents. Secondly, they are supposed to verify employees’ documents during employment and feeding the necessary information in the database (Tichy, 2011). Third, they will ensure that employees have access to the company portal for any inquiry and complaint. These managers also ensure that employees are served promptly on the inquiry on issues of employment and employees welfare. Fourthly, they maintain employees' records with the organization. Fifthly, they plan on the employees' personal welfare during critical events and during the travels. They plan on the shifts to be taken by the employees at the work ensuring there is proper handing over and hence ensuring that clients' services are not altered. Sixthly, they are responsible for setting the venue and all the necessary resources during employees and employers meetings (Tichy, 2011). They will order for all the necessary services required for successful meetings and events. Seventh, they ensure that all documents relating to compensation are stored safely and can be able to be retrieved where the need arises.
Junior managers in a given region report to the senior human resource manager in the region. The assistant human resource will be expected to report to senior human resource manager though, at critical periods, they may report to the junior human resource managers.
4.0. References
Getz, D. (2007). Event management & event tourism (pp. 212-215). New York: Cognizant Communication Corporation.
Grunig, J. E. (2013). Excellence in public relations and communication management. Routledge.
Grunig, J. E., & Huang, Y. H. (2000). From organizational effectiveness to relationship indicators: Antecedents of relationships, public relations strategies, and relationship outcomes. Public relations' as relationship management: A relational approach' to the study and practice of public relations, 23-53.
Huselid, M. A. (2005). The impact of human resource management practices on turnover, productivity, and corporate financial performance. Academy of Management Journal, 38(3), 635-672.
Ki, E. J., Kim, J. N., &Ledingham, J. A. (Eds.). (2015). Public relations as relationship management: A relational approach to the study and practice of public relations. Routledge.
Tichy, N. M. 2011). Strategic human resource management.
Appendix A
Correlations among roles and structure
Appendix B
Appendix C
