Public relations November 2015 – KNEC Diploma

Public relations November 2015 Past Examination Question Paper – KNEC

This Past Paper examination was examined by the Kenya National Examination Council (KNEC) and it applies to the following courses:

• Diploma in Sales and Marketing – Module II

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THE KENYA NATIONAL EXAMINATIONS COUNCIL
DIPLOMA IN SALES AND MARKETING
MODULE II
PUBLIC RELATIONS
November 2015
Time: 3 hours

1. (a) Explain the ways in which sales promotion enhances a company’s public relations efforts. (10 marks)
(b) Outline the objectives that a public relations manager may seek to achieve through the use of a press release. (10 marks)

2. (a) The Public Relations manager at Kiteo Limited has noticed increasing levels of poor relations among employees in the organization. Explain the possible causes of this situation. (10 marks)
(b) Kefa was recently hired as a Customer Relations Officer at Tepa Limited. Outline the duties that he will be expected to undertake in this role. (10 marks)

3. (a) Explain the circumstances under which it may be necessary for an organization to define the publics of a specific public relations programme. (10 marks)
(b) Outline the factors that led to the establishment of the Public Relations code of professional conduct. (10 marks)

4. (a) Explain the benefits that an organization may derive from formulating clear objectives for its public relations campaigns. (10 mans)
(b) Outline the challenges that may be faced by an organization that does not have a public relations department. (10 mans)

5. (a) Explain the ways in which public relations contributes to international marketing efforts of a multinational organization. (10 marks)
(b) The Customer Relations Manager at Kola Limited has recently received many customer complaints. Explain the likely causes of such complaints. (10 marks)

6. (a) Outline the measures that a public relations manager may take to promote healthy relations with the external consultants hired by the department. (10 marks)
(b) Explain the factors that a public relations officer should consider to ensure that a message is appropriate for the target audience. (10 marks)

7. a) Explain the reasons that make existing customers an important public of an organization. (10 marks)
b) Highlight the advantages of using point-of-purchase displays as a media of public relations activities in an organization. (10 marks)