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MPR711S - MEDIA AND PUBLIC RELATIONS - 2ND OPP - JULY 2022 |
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n Am I BI A u n IVER s I TY
OF SCIEnCE
Ano TECHnOLOGY
FACULTY OF MANAGEMENT SCIENCES
DEPARTMENT OF MARKETING AND LOGISITICS
QUALIFICATION: BACHELOROF SPORTSMARKETING
QUALIFICATION CODE: 07BOSM
LEVEL: 7
COURSE CODE: MPR711S
COURSE NAME: MEDIA AND PUBLICRELATIONS
SESSION:
JULY 2022
PAPER:
THEORY
DURATION:
3 HOURS
MARKS:
100
EXAMINER(S}
SECOND OPPORTUNITY EXAMINATION
MR. MAXWELL CHUFAMA
MODERATOR: MR. PETERHAIFIKU
INSTRUCTIONS
1. This paper comprises FIVE (5) questions
2. Answer ANY FOUR (4) questions.
3. Read all the questions carefully before answering.
4. Marks for each question are indicated at the end of each question
5. Write clearly and neatly.
6. Number the answers clearly.
7. Start each question on a new page.
THIS SECOND EXAMINATION PAPER CONSISTS OF 3 PAGES (Including this front page)
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Question 1- Matching Questions:
Match the following statements with the correct term on the letters of the alphabet. Indicate
your answer on the answer sheet/ booklet provided.
{2.5 x 10 = 25 marks)
1.1 The fundamental public relation skill with written vehicles from news A Publicity
releases to speeches, from brochures to advertisement.
1.2 Dealing with the press and various message channels is another front line B Marketing
public relations function
communications
1.3 The marketing related function, most commonly misunderstood as the only C Community
function of public relations, generating positive publicity for a client or
relations
employer
1.4 Creating brochures, sales literature, meeting displays and promotion
D Media relations
1.5 Positively putting forth the organization's messages and image within the E Writing
community
1.6 Interfacing with consumers through written and verbal communication
F Government
affairs
1.7 Communicating with all important internal publics of the organization
G Investor
relations
1.8 Dealing with legislators, regulators and local , state and federal officials
H Special publics
relations
1.9 Communicating with stockholders and those who advise them
I Consumer
relations
1.10 Dealing with those publics critical to particular organizations, e.g. from J Employee
African American to women to Asians
relations
Question 2 - True/ False Questions:
Indicate your answer on the answer sheet provided/ booklet.
{2.5 x 10 = 25 marks)
Statement
2.1Manipulation is an attempt to influence a person's actions through an appeal to his/ her
understanding
2.2With persuasion the audience does not require to know the message but they are coerced or
tricked when there is little or no benefit to them
2.3 Propaganda is the manipulation of symbols to transmit accepted attitudes and skills, it describes
political application of publicity and advertising
2.4Lobbying entails the exertion of influence, smooth and measured pressure on other, exercise of
persuasion cum-pressure, in essence a group putting its points of view forward in an attempt to
win the other groups' support
2.5 Public relations deals more with informing and educating rather than simply motivating someone
to buy
2.6Lack of control (of message) by source is a public relations strength
2.7Management does not need to know what the public thinks about an organization and its practices
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2.8Public relations professionals are really the organization's interpreter
2.9Management and employees are part of the organization's internal publics
2.10 Customer relationship management encompass strategies used to learn more about customers'
needs and behaviors in order to develop stronger relationships with them
Question 3 (25 marks)
Analyze the skills and knowledge that can be associated with public relations practitioners.
{25 marks)
Question 4 (25 marks)
4.1 With the support of a real world example(s), describe a crisis?
4.2 Describe the steps that can be followed in handling a crisis/ scandal
(7 marks)
(18 marks)
Question 5 (25 marks)
With the aid of examples, explain any five (5) benefits of media to sport firm(s) of your choice.
(25 marks)
END OF SECOND OPPORTUNITY EXAMINATION
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