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Bacj 135:Principles Of Public Relations Question Paper

Bacj 135:Principles Of Public Relations

Course:Communication And Journalism

Institution: Kenya Methodist University question papers

Exam Year:2012

KENYA METHODIST UNIVERSITY

END OF 3''RD ''TRIMESTER 2012 (EVENING) EXAMINATIONS
FACULTY : EDUCATION AND SOCIAL SCIENCES
DEPARTMENT : COMMUNICATION AND JOURNALISM
UNIT CODE : BACJ 135
UNIT TITLE : PRINCIPLES OF PUBLIC RELATIONS
TIME : 2 HOURS

Instructions:

Answer question one (compulsory) and any other two questions.

Question One

As a result of numerous authors and practitioners in the PR field, there have been over 400 definitions on PR. In light of this, give a clear definition of PR as put forward by:

Frank Jefkins.

(2 marks)

Cutlip, centre and broom.

(2 marks)

Every PR man and woman has to be sufficiently adaptable to various PR situations. Using clear examples identify and explain the seven attributes that sum up a good PR Practitioner.

(14 marks)

List seven misconceptions about the PR profession.

(7 marks)

With the aid of a diagram highlight any five components of PR.

(5 marks)

Question Two

When a company is engaging in a lot of PR work, it may be preferable to set up an in-house PR department. Identify and explain five advantages of an in-house PR department.

(10 marks)

The kind of work carried out by a PR Manager and staff will often differ from one organization to another. List any ten possible activities that can be undertaken in a PR department.

(10 marks)

Question Three

What is a model?

(2 marks)

Carefully describe John Marston’s RACE model.

(8 marks)

State and explain the five behavioral principles that help achieve harmonious public relationships as put forward by Melvin Sharpe in his ’Behavioral Theory model of PR.’

(10 marks)

Question Four

A public relations programme, whether long-term or short-term, must be deliberately planned so that tangible results can be obtained. In light of this statement:
Highlight four important reasons for planning PR programmes.

(4 marks)

Highlight the simple six point planning model which is widely accepted by professional PR practitioners.

(6 marks)

Identify and explain the four elements of a PR budget.

(8 marks)

Identify the two kinds of PR results.

(2 marks)

Question Five

Briefly discuss the five kinds of PR images.

(10 marks)

Using clear examples, explain any five PR publics.

(10 marks)

Bacj 135:Principles Of Public Relations Question Paper

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