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Cam 207-M: Public Relations Question Paper

Cam 207-M: Public Relations

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2009

1
UNIVERSITY EXAMINATIONS: 2009/2010
SECOND YEAR STAGE 3 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 207-M: PUBLIC RELATIONS (SATURDAY)
DATE: DECEMBER 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer Question ONE and Any other TWO Questions
QUESTION ONE
a) Discuss the reasons why public relations is confused with Marketing (5 Marks)
b) Discuss Specific situations requiring communication with the financial publics of an
organization dealing with consumer goods (5 Marks)
c) Using any company of your choice, discuss at least ten areas of an organization’s community
relationships. (10 Marks )
d) A good cooperate image requires good image management. Provide a brief guideline on the
planning of a corporate image campaign (5 Marks)
e) Outline three strategic levels that need to be planned in any community relations campaign
(5 Marks)
QUESTION TWO
A true crisis is a turning point, after which things may change drastically. An organization not prepared
to deal with the crises is therefore constantly at risk.
2
a) Outline at least four causes of crises and their possible effects on the organization (5 Marks)
b) Discuss some of the issues that the public relations practitioner needs to understand to enable
him or her organize an appropriate response to crises. (5 Marks)
c) Draw guidelines that would help the organization handle crises communications situations
(5 Marks)
d) Discuss the crises development cycles and explain how management can use them to detect
problems in its publics (5 Marks)
QUESTION THREE
a) How can the organization reach out to its internal publics through the various media?
(10 Marks)
b) Discuss the characteristics of public opinion (5 Marks)
c) Outline the advantages inherent in mass media as tools of public relations communication
(5 Marks)
QUESTION FOUR
a) There are many publics which corporate social responsibility programs can serve. As the Public
relations practitioner for a private hospital in Nairobi, draw a corporate responsibility program
directed at the organizations employees, community and government. (15 Marks)
b) Discuss obstacles to crises planning that hinder organizations from solving crises situations
from their publics (5 Marks)
QUESTION FIVE
a) Explore the Public Relations Models and their application in the industry today (10 Marks)
b) Describe the various functions of public relations and explain how they interrelate with one
another. (10 Marks)

Cam 207-M: Public Relations Question Paper

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