Real-Time Job Description

In the Real-Time Marketing and PR book the author talks about a Real-Time Communication Job Description.  We searched online for communication job descriptions to see how similar they were to the one in the book.  A lot of the job descriptions online are not very specific to what the job should entail.  I think the reason for this is because companies often see their PR department as something of a side note or a part of the company that they might not exactly need. Because the job is often under appreciated the company doesn't always know what they should be looking for in a communications department employee.  I think that one of the most important aspects of the job description that most companies leave out is to watch for rogue sites that pop up.  It is very important to know what is going on in your market.  If you want to be the top company in your area you have no exactly what your competition is and what they are doing at all times.  The second  most important I think is to respond to customers in the channel that they contact you.  This can really keep your company on top of things.  Your customers want results and they want them fast.  They will be impressed if you are up on your social media and can contact them through their favorite media.  All in all companies need to realize how important their PR team is and how beneficial a good PR practitioner can be to their business.