Competency
In this project, you will demonstrate your mastery of the following competency:
- Describe the role of communication functions in businesses and organizations
Scenario
You are a communications manager, and you handled communication efforts for a small chain of drug stores known as Drug-Rite. Recently, Drug-Rite was purchased by Pharm-Quick, another small chain of drug stores with its own communications department. The chains handled communication efforts differently. The CEO of Pharm-Quick, who is the new CEO after the merger, has announced that both chains will be dissolved and a new organization entitled Pharm-Rite will be created. Pharm-Rite is open to a new organizational structure. Because you were the communications professional with the highest rank in the two organizations, the CEO has asked you to create a reorganization proposal that outlines the structure for the new combined communications department.
You will create a communication structure for the organization and include the internal and external communication needs that are present and could arise in the future. The CEO would like you to consider the appropriate formats, channels, and technologies for each individual type of communication that will be needed by the organization to reach internal and external audiences. He wants you to think ahead and include future needs as well. In part of your report, you will explain how the communications department’s structure will support the mission, vision, and values of the newly formed organization.
Pharm-Rite’s working motto is “Your health is our happiness,” and its working mission statement is “Our work is guided by a commitment to improving customer health and happiness through our expertise. We believe in offering only the highest-quality products at the lowest-possible prices to help our customers look and feel their best. As locally-owned pharmacies, we make time for our customers whether in sickness or in health.” The CEO has some immediate communications concerns that he would like you to consider when creating a reorganization plan. Internally, he wants to assure employees that their jobs are safe despite the merger, and that while there may be some restructuring, no one will be laid off. Externally, he wants to advertise to existing customers of both Drug-Rite and Pharm-Quick to ensure that no customers are lost during the merger. Long-term communication goals include improving group communication at staff meetings and gaining new customers through the use of technology.
Directions
Your CEO has provided you with the working motto and mission statement of Pharm-Rite, as well as some of his basic communications goals, both short- and long-term. You need to use that information, and your own research, to create a reorganization proposal. This proposal must include the following:
- Introduction:Explain how your proposed communications department will help support the given mission statement. As you compose the introduction, answer the following questions:
- What is the purpose of a communications department?
- How will the department help meet the communication needs of Pharm-Rite?
- Communication Needs:Analyze the internal and external communication needs of Pharm-Rite. Consider the short- and long-term needs described by the CEO and answer the following questions:
- Whatinternalresources will be necessary to meet the communication goals of the company? You may consider human resources such as particular professions, or physical resources such as a particular software or hardware that may be helpful in meeting communication needs.
- How do you propose Pharm-Rite will meet these needs? For instance, what communication strategies or channels will you use?
- Whatexternalresources will be necessary to meet the communication goals of the company? You may consider human resources such as particular professions, or physical resources such as a particular software or hardware that may be helpful in meeting communication needs.
- How do you propose Pharm-Rite will meet these needs? For instance, what communication strategies or channels will you use?
- Formats, Channels, and Technologies:Determine which formats, channels, and technologies Pharm-Rite will need to utilize in order to be successful. In this section, answer the following questions:
- What formats, channels, and technologies will be used to address internal stakeholders such as employees?
- What formats, channels, and technologies will be used to address external stakeholders such as customers?
- How will the selection of formats, channels, and technologies positively impact communication at Pharm-Rite? For instance, consider how this will make communication more efficient or transparent.
- Group Communication Strategies:The CEO identified group communication approaches and methods as an area of weakness for Pharm-Rite. It will be important to include a section in your proposal that explains the following:
- How will the new communications department address the needs of group communication?
- Conclusion:In your conclusion, briefly explain how your newly proposed communications department will address internal and external stakeholder needs. For this proposal, you only need to consider the following stakeholders:
- Internal stakeholders: The CEO, upper management, and employees
- External stakeholders: Customers
What to Submit
Every project has a deliverable or deliverables, which are the files that must be submitted before your project can be assessed. For this project, you must submit the following:
Reorganization Proposal (1,250–1,750 words)
Your reorganization proposal should include the following section headings: introduction; communication needs; formats, channels, and technologies; group communication strategies; and conclusion. In your proposal, you will make recommendations for the new communications department at the recently merged Pharm-Rite organization.