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PUBLIC
RELATIONS
Instructions to candidates:
a) Time
allowed: Three hours (plus an extra ten minutes’ reading time at the start – do
not write anything during this time)
b)
Answer any FIVE questions
c) All
questions carry equal marks. Marks for each question are shown in [ ]
1.
Explain the main reasons why modern business organisations should consider
their social responsibilities and provide examples to support your
recommendations. [20]
2.
Describe THREE models of possible relationships between marketing and public
relations and
summarise
the benefits and limitations of EACH model. [20]
3.
Identify the key internal and external target audiences that must be considered
in the development of promotional campaigns. [20]
4.
Explain, with the use of examples, the following public relations terms:
a)
Public affairs
b)
Financial public relations
c)
Sponsorship [20]
5. As
an independent consultant, advise one of your clients on the public relations
strategies he can consider for his organization. [20]
6.
Critically appraise Grunig and Repper’s model of the strategic management of
public relations and comment on the value of public relations within modern
business organizations. [20]
7.
Write notes on THREE of the following:
a)
Corporate identity
b)
Brand equity
c)
Corporate advertising
d) Depth
interviews [20]
8.
Explain what you understand by the term risk
audit and highlight its importance to
marketing-orientated organizations planning their public relations campaigns.
[20]