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MPR711S - MEDIA AND PUBLIC RELATIONS - 2ND OPP -JULY 2025 |
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n Am I BI A u n IVER s I TY
OF SCI En CE Ano TECH n OLOGY
FACULTYOF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENTOF MARKETINGL, OGISTICASND SPORTMANAGEMENT
QUALIFICATIONBA: CHELOROF SPORTMANAGEMENT
QUALIFICATIOCNODE: 07BSMN
LEVEL7:
COURSECODE: MPR7115
COURSENAME:Media & Public Relations
SESSION: JULY 2024
PAPER:
THEORY
DURATION: 3 HOURS
MARKS:
100
SECOND OPPORTUNITY EXAMINATION
EXAMINER(S) MR. PETERHAUFIKU(FT/ PT/ DI)
MODERATOR: Mrs. T'Neil Young
INSTRUCTIONS
1. This paper comprises Ten (10) questions.
2. Answer ALL TEN (10) 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.
THISEXAMINATIONPAPERCONSISTSOF3 PAGES(Including this front page)
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Question 1
(3 Marks)
Define Public Relations (PR) and explain the primary objective of PRwithin a sports
organization.
Question 2
(8 Marks)
Briefly describe each stage of Marston's RACEmodel of Public Relations. How does each stage
contribute to a successful PRcampaign?
Question 3
(9 Marks)
List and explain nine essential skills every public relations professional should possess. Support
your answer with examples where applicable.
Question 4
{10 Marks)
Differentiate between advertising and public relations by discussing five key differences
between the two communication tools.
Question 5
{6 Marks)
Outline six best practices a Public Relations Manager should follow when communicating during
a crisis affecting a sports organization.
Question 6
(8 Marks)
Identify and discuss the four basic elements of the communication process. Illustrate your
answer with a practical example from the sports industry.
Question 7
(10 Marks)
Critically discuss the concept of "spin" in Public Relations. In your response, explain how it can
be both helpful and harmful to a PRcampaign.
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Question 8
(7 Marks)
List the seven C's of effective communication and briefly describe the importance of each in
ensuring successful message delivery.
Question 9
(15 Marks)
Discussthe five main models of Public Relations and provide an example of how each model
may be applied within a sports organization.
Question 10
Discussthe diagram below in details.
(24 Marks)
Media Planning Difficulties
Measurement
Problems
Lack of
Information
Problerns
in Media
.··.··/ ·"·'- P"',,la'n" n,,' ing
Time
Pressure
Inconsistent
Terminology
END OF EXAMINATION
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Total Marks 100