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DIPLOMA IN HOTEL AND CATERING (A 6782)
DATE TIME SUBJECT : : : DEC 2011 3 HOURS PUBLIC RELATION : COMM 119
INSTRUCTIONS TO CANDIDATES: • Answer in English and write in DARK BLUE OR BLACK pen ONLY. • Write clearly; illegible answers will not be marked.
There are SEVEN (7) pages of questions, excluding this page. This questions paper consists of THREE (3) PARTS : A, B, and C Answer ALL questions in the answer sheet given.
• Answer according to question sequence.
Sympathetic 5. Identifying the weak areas of community support D._______________________________________________________________________________ __________________________ DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO PART A MULTIPLE CHOICES Answer ALL questions. Formal to informal 6. Motivation C. Noise D. Casual B.Justifying the cost of fund-raising efforts 3. Up to down B. The type of listening most common in business meetings and conference is______________. Which of the following is NOT a barrier to listening? A. Willingness 4. Issues management C. Lobbying the government for increased funding C. Promoting public service and building public trust B. Listening-speaking differential B. Narrow to wide D. A. Empathetic D. Which of the following best describes the primary task(s) of public relations that are common to all nonprofit organizations? A. 1. Which of the following is an alternative to avoid answering a question during negotiations? A. Which part of public relations deals with emerging issues and their potential impact on an organization? A.Lobbying 2. Which of the following is one of the three dimensions of a message? A. Public opinion B. Vertical to horizontal C. Ignore the question . Public affairs D. Factual C.
B. Message is especially difficult to decipher when the verbal and nonverbal codes contradict each other. D. paralanguage D. reading B. The fact-inference fallacy D. Superficial grasp of organization's unique problems D. Differing intentions B. Change the subject C. speaking D. A.Personality conflicts 11. manner of dress and grooming are known as ______________________.B. Nonverbal communication is always unintentional. Seating positions C. The words used in message carry more meaning than nonverbal cues. Answer only part of the question D. B. writing 8. body language 12. . Managers spend the greatest share of their communication for _______________. A. Which is not an advantage of working in a team? A. Nonverbal message can be interpreted with a great deal of accuracy. Select the statement that most accurately describes nonverbal communication. Nonverbal communication 9. Which of the following is NOT a barrier to effective interviews? A. Clients' questions about costs B. listening C. vocal qualities. Frequent overuse. 10. A. Nonverbal communication cues that send powerful messages through gestures. Writes the question down and tell the person you will get back to them 7. What is the most common threat to a client-firm relationship? A. C. Resistance to outside advice C. mind language B. Group decision may be of a higher quality than that made by an individual. attire language C.
It may reduce the chance of communication problems. Responding. Personal Selling C. person to audience. Attending. Public Relation 16. A. inadequate system 18. The four stages in listening process are________________________. comprehending responding D. including face-to-face. Demographics B. When choosing material for presentation. Advertising B. attending. responding B. advertising and promotion is referred to as____________. attending. over the telephone. D. What is the major advantage of organizational publications? . poor service and complacency B. Public relations use of research. Sales Promotion D. which audience variable is NOT considered? A.Mass communication channel 17. integrated two-way communication B. A. unmet needs D. or through the mail called______________________. Attitudes 14. Communicational and promotional channel B. Responding. Communication channel where two or more people communicate directly with each other. Customer may defect a company's product or services for the following reason EXCEPT____________. Which tool of promotion mix is designed to build a good "corporate image"? A. receiving. early public relations D. attending. Receiving. comprehending 19. Non-personal communication channel C. early two-way communication C. Personal communication channel D. A. Size D. A. Group members are more likely to be committed to the information. 13. receiving. comprehending C. appropriate complaint resolution C. Knowledge levels C. receiving. all of the above 15. comprehending.C.
______________is defined as the art or science of establishing and promoting a favorable relationship with the public. C. A. early public relations D. early two-way communication D. nonverbal code C. integrated two-way communication B.A. verbal code D. 22. propaganda . Jargon is most likely to be used in the workplace. message 21. A. Their ability to deliver specific. Slang is likely to be used in the neighborhood and on the streets. A. Their ability to avoid the problems typically associated with two-way media D. A public relations in the___________ stage was typically one-way. detailed information to narrowly defined target publics C. B.publicity B. Public Services C. all of the above 24. Slang is not understood or used by most people. none of the above 23. Public Relations D. early public relations C. channel B. Jargon is likely to be used by technical/professional people. Which of the following is NOT a true statement about slang and jargon? A. Public relations use of research. from organization to public. Their ability to provide a revenue source for sponsoring organizations B. Their ability to give sponsoring organizations a means of uncontrolled communications 20. The component of communication that the sender wants the other person (the receiver) to get is called _________________. Public Investment . A. advertising and promotion is referred to as_____________. Corporate Responsibilities Services B. early two-way communication C. D.
A. Flyers C. revenue B. Which of the following are requirements for a message to be considered advertising? A. Advertising specialists C. sales promotion 29. all of the above 30. fixed costs 28. Publicists . Public relations professionals D. ____________________use several tools. A. Handbills 27. A. speeches. expenses D. A. Hand-outs D. all of the above 26. Public relations departments may perform any or all of the following functions EXCEPT______________ . price produces___________________. press relations B. people C. places D. Unlike the other 3Ps. products B. A. variable costs C. product publicity C. It must be personal C. Advertising agencies B. Public relations is used to promote all of the following EXCEPT_______________ . Leaflets B. It must be paid B. It must contain a testimonial D.25. Some of these are: the news. Below is example of printed advertisements EXCEPT _____________. and special events. investor relations D.
(5 marks) b) Define what communication in public relation is.(TOTAL MARKS = 30 MARKS) PART B SHORT ESSAY QUESTIONS Answer ALL questions. marks) (5 (5 . (10 marks) QUESTION 3 a) List the five (5) strategies for improving nonverbal communication. (5 marks) b) Describe five (5) public relation functions in hospitality industry. QUESTION 1 a) Define with your own words what Public relation is all about and support your answer with appropriate example. marks) QUESTION 2 Briefly explain public relation tools and support your answer with examples.
QUESTION 4 a) Briefly explain Direct Market Advertising. (10 marks) QUESTION 2 . marks) (5 (5 (5 (TOTAL = 50 MARKS) PART C ESSAY QUESTIONS Answer TWO (2) questions only. Briefly describe five (5) importance of public relation in hospitality industry. QUESTION 1 Public relation have important role in hospitality industry. marks) b) Differentiate between the media relations and marketing communications activities of public relations. marks) b) Draw a horizontal communications in one of 5-Stars Hotel. (5 marks) QUESTION 5 a) Identify five (5) barriers in communications.
marks) (TOTAL MARKS = 20 MARKS) (10 -------------------------------------------END OF QUESTION PAPER----------------------------------- . (10 marks) QUESTION 3 What is RACE? Explain in detail.Explain public relation tools and support your answer with examples.
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