Mount Kenya

University

UNIVERSITY EXAMINATION 2011/2012 SCHOOL OF BUSINESS AND PUBLIC MANAGEMENT DEPARTMENT OF MANAGEMENT UNIT CODE:BBM 116 DATE: AUGUST 2012 Instructions Answer question oneand any other two questions Question One Explain the need for public relations in an institution of higher learning(10 marks) Plan a PR campaign for a hotel. Write in details the process of campaign planning (10 marks) c) What is a press conference and why it is organized, discuss (10 marks)
a) b)

UNIT TITLE: PUBLIC RELATIONS MAIN EXAM TIME: 2HRS

Question Two a) Citing an event that has occurred in the country, explain how PR can effective manage a crisis (10 marks) b) Trace the history of PR, and appreciate the PR pioneers (10 marks)
Public relations (PR) is the practice of managing the spread of information between an individual or an organization and the public.[1] It is sometimes organized as a part of marketing.[2]

Question Three Write short notes on a) b) c) d) House journal Press tour Open days Press release (5 (5 (5 (5 marks) marks) marks) marks)

Question Four Differentiate between i) Corporate image and corporate identity Corporate image, or reputation, describes the manner in which a company, its activities, and its products or services are perceived by outsiders.
Corporate image is the reputation of a company and is one thing that should be taken good care of. The acceleration of product life cycles is one vital dimension of the turbulent business environment.

business climate in the United States has become one of environmental complexity and change. This has forced many business enterprises to significantly alter their strategies to better compete and survive. The acceleration of product life cycles is another vital dimension of the turbulent business environment. Globalization has been still another catalyst in the rise of corporate image programs, as companies have sought ways to spread their reputations to distant markets.

CORPORATE IDENTITY. Corporate identitythe reality and uniqueness of the organizationmay be broken down into four component parts: corporate strategy, corporate culture, organizational design, and operations. Strategy is the overall plan that determines the company's product/market scope and the policies and programs it chooses to compete in its chosen markets. Corporate culture is the shared values and beliefs that the organization's members hold in common as they relate to each other, their jobs, and the organization. It defines what the firm's personnel believe is important and unimportant, and explains to a large degree why the organization behaves the way it does. Organizational design refers to the fundamental choices top managers make in developing the pattern of organizational relationships. The concept of corporate identity is akin to what we refer to when we talk about our own identity, the specifics that differentiate us from others. It is our personality and character that maintains our individuality, which we express through how we behave, speak, and even what we wear. Similarly, a business makes itself distinct through the image that it presents to the world, through collateral like business cards, letterheads, brochures and other options. It is a physical expression of the company's brand, an extension of the culture that is already expressed through communication style and behaviour exhibited to maintain the image of the business.
The Importance of Corporate Identity In a fast-paced and competitive world where the consumer has innumerable options available to them, a company needs a strategy to establish a solid presence in the marketplace. There are strong reasons to believe that the right corporate identity helps achieve this business objective. Building Corporate Persona: When we meet a person, it is the first impression that has the most impact. We tend to gather cues from what we see and feel, interpreting our observations to form our opinion about the person. This is also how we treat products and companies. To stand out from their competitors, every company needs to have a good brand image, to create a niche in the clients mind by having a unique, pleasing appearance and identity. Consumer Loyalty: The consistent design of a corporate identity, in accordance with objectives set for the business, uphold and reflect the ethos, culture, principles, future ambitions, or visionary goals of the business. Customers who find this to be in accordance with their philosophy and liking feel connected to this image and are more likely to develop loyalty to the business.

Business Enhancement: Personal experiences with a corporate identity influence consumers and their purchasing decisions. A corporate identity with a strong and positive impact creates a favorable mental image of the business in a consumer's mind. A strategically planned identity gives a good return in terms of referrals and repeat business.

ii)

iii)

External publics and internal publics

(10 marks) (8 marks)

Question Five a) Discuss the objectives of Public Relations

Promote Goodwill
One of the simplest and most straight-forward objectives of PR campaigns is to enhance your company's goodwill with its market. Goodwill means a generally positive rapport with the communities in which you do business.

Raise Awareness
Another common PR campaign objective is to raise awareness of your brand and products. This can coincide with advertising campaigns with similar objectives. Raising awareness is an important step for new companies or businesses that have not yet established strong recognition in the marketplace.

Change Attitudes
Sometimes referred to as attitudinal change objectives, PR campaigns can have a purpose of improving or reshaping customer attitudes about your brand. Companies that struggle with negative perceptions in the market often use public relations to promote a message of community involvement, charitable giving or product benefits for the common good.

Inform
Though information PR objective often coincide with more direct business benefits, many PR efforts have a direct goal of informing audiences. For instance, a consulting company may send out weekly email newsletters to offer free advice to businesses.

The first is building awareness. When introducing a new product or re-launching an existing product, marketers can use PR to generate consumer attention and awareness through media placements and special events. Creating interest. Whether the PR placement is a short product article or is included with other products in a round up article, stories in the media can help entice a target audience to try a product or service. Providing information. Public relations can be used to provide customers with more in depth information about products and services. stimulating demand. A positive article in a newspaper, on a radio or TV news show, or mentioned on the Internet, can often result in an increase in sales.

b) Highlight the main benefits of internal Public Relations as part of an organizational promotion effort (12 marks) c) The most economical way by far to reach mass audiences Stimulates awareness of and demand for your company products or services Develops a stronger, more controlled image for your firm Creates the perception that the company is active, "on the move" Has seven times the credibility of advertising, studies show Provides an advantage over competitors who do not use P.R. effectivel
This will help to build stronger and loyal relationships witin the organisation by facilitating communication in all sections of an organisation. Also this will reduce conflictd among employee