MAASAI MARA UNIVERSITY
REGULAR UNIVERSITY EXAMINATIONS
2016/2017 ACADEMIC YEAR
SECOND YEAR FIRST SEMESTER
SCHOOL OF BUSINESS AND ECONOMICS
DIPLOMA IN BUSINESS MANAGEMENT
COURSE CODE: DBM 016
COURSE TITLE: PUBLIC RELATIONS
DATE: 26TH APRIL 2017 TIME: 8.30AM-10.30AM
INSTRUCTIONS TO CANDIDATES
• Answer question ONE (compulsory) and any other THREE
• Question one carries 25 marks
• All other questions carry 15 marks
This paper consists of 3 printed pages. Please turn over
QUESTION 1
a) As a public relations professional, explain five reasons that may make it necessary to advise the management of a business organization to establish a public relations manager position. (5 marks)
b) Examine five ways an organization public relations officer would use to gather news. (5 marks)
c) With examples, highlight the features of the public relations practice. (5 marks)
d) Citing examples, explain five guiding ethical principles in public relations practice.
(5 marks)
e) Highlight five tools a public relations officer may use when carrying out public relations duties. (5 marks)
QUESTION 2
a) ALO Company limited plans to recruit a public relations officer and have engaged you as a consultant. Explain the advice you would give to them on the qualities of a good public relations officer. (10 marks)
b) Highlight five benefits that may accrue to an organization that plans its public relations events. (5 marks)
QUESTION 3
a) As a public relations officer, discuss five reasons that may make it necessary to recommend to the management of your organization to engage the services of a public relations consultancy. (10 marks)
b) The public relations practitioner may be faced with certain challenges when carrying out his/her work. Explain five such challenges. (5 marks)
QUESTION 4
a) Using examples, discuss how the public relations manager and management of a company may cooperate. (10 marks)
b) Explain five kinds of organizational public relations images. (5 marks)
QUESTION 5
a) Examine the benefits that may accrue to an organization that defines its publics.
(10 marks)
b) With examples, highlight five objectives of public relations. (5 marks)
