Assignment: organizational roles
DIRCOM model
1. Functional description of each position
2. A model of skills needed for that position
3. A model of technical knowledge needed for this position
4. A model of experiences needed for that position
CSR (customer service representative)
Institutional communication
Media
Internal communications
Brand/corporate
CSR: A customer service representative is responsible for providing product information to
customers and resolving any problems they may have with said product. They can also work
outwardly with potential customers. The key skills required for this role are interpersonal
skills, as it is a role that depends on relationships with customers. These skills are Empathy;
Influence; Teamwork and Customer orientation. The knowledge for this role is Mark: Brand
architecture, corporate identity, sponsorships, and customer orientation as these enable the
CSR to carry out work for the customer in the most effective manner. Experiences for this
role would be that they have managed conflict resolution, so that when a customer has a
problem, they are able to correct it.
Institutional communication: This is communication on behalf on an institution. The most
important skills for this role would include self-management, knowledge for this role would
be in the metrics category, and experience would be having worked as a spokesperson.
Media: In media relations or a digital environment, the job roles and skills etc required are
mostly similar, as you are responsible for the reputation of the company on social media.
The key skills for this role include mostly self-management competencies, in order to
successfully produce a product that the company wants. The most important knowledge in
this role is obviously media skills, conventional and digital. Finally, the experience for this
role would be having worked in the media before.
Internal communications: Internal communications is self-explaining; it is simply being
responsible for the communications within a company. Therefore, your competencies would
have to be planning, and your knowledge would be the internal communication field.
Experience for this role would be having managed teams as it would enable you to have an
idea of how the company should communicate.
Brand/Corporate: Brand or corporate roles require the most, as they require you to have
the most experience. You should have fantastic management competencies, as your job is
to be at the top. Your experience should be in corporate social responsibility: when you are
at the top of the pyramid of a company, you are responsible for everything in any direction.
As knowledge goes, it should be in the company’s business sector, as the key business
decisions will now fall at your door.