Public Relations Question Paper

Public Relations

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009

KENY ATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
BBA 314: PUBLIC RELATIONS
DATE: THURSDAY, 27TH AUGUST 2009
TIME:
8.00 A.M. -10.00
A.M.
INSTRUCTIONS:

1.
Answer question one (1 - case) and two other questions

2.
Each Question to begin on a new sheet of paper

3.
Write your admission number on every page used.

Question 1 - 30 marks
You have been hired as a Public Relations Manager of Nile University.
The university has a population of 1400 students at their city campus in Kampala.
You have your first meeting with your boss, the Vice-Chancellor, Mr. Bahizi Jean Marie.
Mr. Bahizi has been with the Nile University for about one decade, and he is proud of his
institution's accomplishments.
In the course of the conversation, you conclude that Mr. Bahizi has great confidence in his own conclusions.
He gives you these "facts"
Nile University recently built a high-rise building on its inner-city site near Katwe (city slums).
Although the new bui lding has been open for three years, most of its classrooms are unoccupied because of a lack of interest on the part of the lecturers and a shortage of students.
The PR attri butes this to lack of employee loyalty and a fear of crime. "We are in the high-crime area.
Most people are afraid to come here", he says. "Also, a student was raped and murdered en route to this university.
Although this happened quite far away, because she was a student of Nile
University, most people think it happened right here."
On the positive side, he mentions that Nile University has outstanding
programs and with the only youth employment program in the country.
He says the University would be willing to give lecturers comfortable
offices and students - one free meal if they would come.

a)
How would you go about establishing objectives, both general and specific for a
community relations program at Nile University?

b)
What kind of information would help you understand the community?

c)
Describe some ways you might communicate with the community. Suggest specific channels.

Question 2 - 20 marks
Define the word "Publics" in your own words.

(a)
What is wrong to speak of addressing PR to the general public?

(b)
Identify five (5) publics for Kenyatta University

Question 3 - 20 marks
J
Why would an organization seek the services of an out-side consultancy instead of using the in-house Public Relations?

Discuss four (4) reasons.

Question 4 - 20 marks
Why is it particularly difficulty for an independent Third World country to establish an image internationally?
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