Currys/PC World holds communication in very high esteem which is better demonstrated by the large amount of money that is spent in crafting an effective communication strategy (Dowdey, 2002). One important attribute of Currys/ PC World communication strategy is the way it directly targets the needs of its target market (Guffey, 2009). This is in the realization of the fact that communication strategy ought to be more of just speaking or even conveying an idea, which essentially means that the message ought to be conveyed effectively and efficiently with the target market or the recipient is capable to understand the message in an effective manner (Guffey, 2009).
There are a number of mediums that Currys/ PC World employs to improve its communication pattern the majority of which rely not only on new technologies but also modernized ones. In this regard, Currys/PC World and a number of other companies are focusing on the internet which is no doubt a feasible mean of communication (Thill, & Bovee, 2009). This is not a new thing since the electronic mediums of communication have proved to be favorable in the short and long run (Thill, & Bovee, 2009). It is important to know that the clarity of the message together with its timing are two important elements of the communication process. However, irrespective of there being a clear communication, proper timing, or the existence of an effective communication strategy, proper selection of the target market has to be considered (Thill, & Bovee, 2009).
Just about every business organization wants to get the best person to handle its communication issues as part of its marketing plan. The question that follows is who has the potential of handling communication issues in the best way possible at a minimal cost among the PR marketing people, the traditional PR agency or any other option out there. In recent cases, the answer to this question has been a resounding third option, in this case referring to an independent communication consultant. These questions have led to the people opting for independent communication consultants. Moreover, they are known for their responsiveness, dedication, experience, and low cost. The low cost is because the work is always outsourced, therefore, the company will not spend money on the salaries of the employees together with the cost of furniture, computers, benefits support staff and the telephone bills. The other thing is that there will not be time wasting in the company because of meetings, pervasive e-mail, memos and other kinds of distractions. These are precisely the reasons that have made a huge number of business organizations to prefer outsourcing not only communication services but also the majority of the vital services that their organizations require (Airfoil Public Relations, 2010). It is also precisely the same reasons that have prompted the curry/PC world to prefer outsourcing its communication services.
Before making a decision whether the idea of outsourcing jobs is the best idea, it is better to understand some of the pros and cons that are associated with outsourcing jobs. One of the advantages that the company is going to enjoy is the independent consultation and media access. This is because there will be multiple clients from different aspect of communication. On the other hand, the outsourcer will be able to reach higher heights of interaction since it will be a give and take situation with the client. The other advantage is that the cost of labor will be cheaper. This is due to the fact that outsourcing has been noted to be quiet cost effective than the hiring of a traditional agency or at times maintaining a corporate communication division mean that Currys/PC will be saving tremendously from the arrangement.
Thirdly, the company will enjoy the public relation services on a wider perspective as they will not be confined in a small space. Moreover, it is said that whenever one outsources work, it is buying consultant’s skills, experience, and brainpower instead of supporting financially a fancy office and benefits (Jon, 2004). As for traditional agencies, the majority of them are known to make their profits through marking up the time that their employees have expanded on a client’s works. In some places, fresh graduates perform most of the duties of PR. Therefore, by outsourcing communication services Currys/PC avoids a number of negative things that are associated with the traditional communication or PR department in any organization.
However, as the company is going to benefit from outsourcing of the works in the company, some cons should be considered in relation to outsourcing. One major disadvantage of our sourcing their work is that after the signing of the contract to hand over the management of a department handling the communication functions of a company to another outsourced consultant, Curry/PC loses the managerial control of that marketing department or PR division to that other outsourced company (William, 2008). In some cases, the same mission and goals of the company will not drive the outsourced company. Therefore, they might find themselves not meeting the required expectations of the company. Majority of PR firms in private practice will always be driven by the need for profit, which will most definitely be prejudicial to the interests of the contracting company (Kamuk, & Schiffman, 2006).
The other disadvantage the company will have is that the company might be tied to the contract that will end up making the company be tied to another company’s financial well-being (Goodman, 1994). Therefore, it would not even be the first time an outsourcing entity could bankrupt and leave a company holding-the-bag. That is why it is vital for the company to be careful when outsourcing its work.
Airfoil Public Relations, (2010). Decisions in Outsourcing Public Relation. http://downloads.airfoilpr.com/FileUploads/directory/admin/whitepapers/Decisions%20in%20Outsourcing.pdf
Belch, M., & Belch, G. (2006). Advertising and Promotion: An Integrated Marketing Communication Perspective, 7th Edition. New York: McGraw Hill/Irwin
Bucki, James, (2010). 6 Outsourcing Disadvantages. http://operationstech.about.com/od/outsourcing/tp/OutSrcDisadv.htm
Dowdey, W. (2002). Public Relations for Small Business. County Business Journal
Goodman, B., (1994). Corporate Communication: Theory and Practice. New York: SUNY Press
Guffey, M., E. (2009). Essential of business communication, 8th Edition. California: South-Western College Publications
Hackley, Christopher, (1993). Mission Statements as Corporate Communication: The Consequences of Social Constructionism. An International Journal,
Jon Boroshok, (2004). The Next Outsource: PR & Marketing Communications. Direct Marketing
Kamuk, L., & Schiffman, L. (2006). Consumer Behavior, 9th Edition. Upper Saddle River, NJ: Prentice Hall
Keller, K. (2007). Strategic Brand Management, 3th Edition. New Delhi: Prentice Hall of India
PC World, (2010). PC World Communication Staff. Retrieved from http://www.pcworld.com/resource/staff.html
Scott, M., Allen, H., & Glen, M. (2000). Effective Public Relations. Upper Saddle River: Prentice Hall
Stimpson, Henry, (2005). Outsourcing PR and Marketing. 4Hoteriers. Retrieved from http://www.4hoteliers.com/4hots_fshw.php?mwi=627
Thill, C., Bovee, V. (2009). Business Communication Today, 10th Edition. New Jersey: Prentice Hall
Thompson, H. (2010). Social Influence Marketing: The Lovechild of PR and IT. Retrieved on from http://www.marcomprofessional.com/posts/hamish.thompson/social-influence-marketing-the-lovechild-of-pr-and-it
William, S., (2008). The Mission Statement: A Corporate Reporting Toll with A Past, Present, And Future. Journal of Business Communication, Vol. 45, No. 2, Pp. 94 – 119
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