Explain the main reasons why modern business organisations should consider their social responsibilities and provide examples to support your recommendations

Explain the main reasons why modern business organisations should consider their social responsibilities and provide examples to support your recommendations

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]


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