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Dprm 103: Mass Communication Question Paper

Dprm 103: Mass Communication

Course:Mass Communication

Institution: Kenya Methodist University question papers

Exam Year:2008

KENYA METHODIST UNIVERSITY

END OF SECOND TRIMESTER 2008 EXAMINATIONS

FACULTY : BUSINESS AND MANAGEMENT STUDIES
DEPARTEMENT : BUSINESS ADMINISTRATION
COURSE CODE : DPRM 103
COURSE TITLE : MASS COMMUNICATION
TIME : 2 HOURS

INSTRUCTIONS:
Answer any THREE Questions

Question 1
(a) What is communication and how does it differ from Mass Communication?
(3 marks)

(b) Describe FOUR characteristics of Communication (8 marks)

(c) Mass Communication performs THREE functions. Describe these functions
(9 marks)

Question 2
(a) What is press? (2 marks)

(b) Explain FOUR essential points a PR practitioner should know about the nature of the press (8 marks)

(c) Describe FIVE methods by which news, features, pictures and other editorial material are
gathered. (10 marks)

Question 3
(a) Why is the media a special public to a PR practitioner and why does it require a keen
treatment from the other publics? (4 marks)

(b) The radio has certain peculiarities and advantages compared to the press. What are
these advantages? (8 marks)

(c) Explain FOUR distinctions between Radio and Television. (8 marks)

Question 4
(a) What is the objective of Press Relations? (2 marks)

(b) Explain FOUR general principles a PR practitioner should uphold in order to achieve good Press Relations. (8 marks)

(c) The seven- point formula is appropriate for pres release on new products & services. There are six other kinds of releases, which do not conform to it. Explain FIVE of them. (10 marks)

Question 5
(a) A feature article is different from a news release and vice versa. How do the two differ? (10 marks)

(b) To ensure that a press event is well organized to meet its objective, the PR practitioner should abide by the essential of good organization. Describe FIVE of these essentials of good organization of a press reception. (10 marks)

Question 6
(a) What is semi-external House Journal? (2 marks)

(b) Describe FOUR types of House Journals. (8 marks)

(c) Explain FIVE considerations a PR practitioner should look at when planning a new House Journals. (10 marks)

Dprm 103: Mass Communication Question Paper

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