MAASAI MARA UNIVERSITY
REGULAR UNIVERSITY EXAMINATIONS
2018/2019 ACADEMIC YEAR
FIRST YEAR SECOND SEMESTER
SCHOOL OF BUSINESS AND ECONOMICS
CERTIFICATE IN BUSINESS MANAGEMENT
COURSE CODE: CBM 012
COURSE TITLE : INTRODUCTION TO PUBLIC
RELATIONS
DATE: 19TH AUGUST, 2019 TIME: 0830 – 1030HRS
INSTRUCTIONS TO CANDIDATES
Answer Question ONE and any other THREE Questions
This paper consists of 2 printed pages. Please turn over.
QUESTION ONE
a) Define the phrase public relations and state the four public relations
models practised today (10mks)
b) Describe the evolution of public relations (5mks)
c) Explain five public relation skills giving examples on each (10mks)
QUESTION TWO
a) Explain five foundational principles of public relations by Dr.Mathew
Cabot (15mks)
QUESTION THREE
a) Describe the four fundamental questions asked in the RACE process
(8mks)
b) Discuss five types of research and briefly state their values (7mks)
QUESTION FOUR
a) Explain the three components of persuasion (6mks)
b) Describe the persuasion process (9mks)
QUESTION FIVE
a) Discuss five characteristics of news and state the various sources of
(8mks)
b) Explain the major trends in public relations (7mks)
