Code of Name of the Module Date of Exam Time of Set

the Exam
Module
314 PUBLIC AFFAIRES AND REPORTING 03/12/2015 09:00hrs 1

You are advised to read the following before answering the examination question.

1. Read each of the questions carefully before you answer.

2. Number the answers to the questions clearly before answering.
3. Answer all parts of a question at one place in continuous manner.
4. Please write as clearly as possible as illegible handwriting cannot be marked

This paper contains two parts; Section A and Section B. Section A is compulsory and comprises
two questions; Q.1 and Q2 having four sub questions of five marks each is based on a case study
and Section B contains five questions having two sub questions of ten marks each. Answer any
three questions from section B.

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 Section A

Answer Both Questions

CASE STUDY: PUBLIC RELATIONS AS A CAREER

One of the greatest problems which public relations practitioners in Zambia have had to grapple
with over the years has been that of credibility stemming from society’s wrong perception of
what a public relations person actually does. Worse still is the fact that lots of Public relations
practitioners themselves do not have a clear idea of what public relations actually are. For this
reason, many come into the profession with the wrong motives, intentions and perceptions.

There are lots of challenges and opportunities for growth and development if you work in a
public relations as a career. The work is enormous because companies that have in-house public
relations departments and those who do not would at one time or the other require the services of
an independent public relations organisation. For instance, some corporations may hire your
agency to handle its annual report to stockbrokers or its overseas investors. You could be hired to
partner with other agencies or bodies or even the public relations department of a corporation to
do research, planning, communication and evaluation. It would be their job to research into the
public relations problems, write messages, and decide on media and placement.

Q. 1.

a) What is the function of Public Affairs?

b) What is the difference between publicity and press agency

c) Highlight and discuss the contribution of the Romans and religious institutions in the
development of Public Relations ?

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d) Explain some of the trends that led to the development of modern public relations.

Q. 2.

a) Explain why Public relations must ensure that not only does the organization understand its
publics; the public’s must equally understand the organization ?

b) Explain why most public relations practitioners skip research when dealing with their
various publics.

c) Discuss the relevancy of Melvin Behavioral theory model of public relations in

contemporary of public relations practice, please give an example on how it applies to the
Zambian situation.

d) Explain and discuss the two – way asymmetrical model.

Section B.
Answer three Questions
Q. 3.
a) Out line and discuss with examples the five Melvin behavioural principles that are
necessary for performance of public relations.

b) State and explain the five (5) components of Public Relations.

Q. 4.

a) Outline and explain on how a focus group can help you to test the clarity and fairness of
survey questions when dealing with various publics.

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b) What is the differences between prewriting and proofreading ?

Q. 5.

a) Explain why public relations planning are important and outline the steps that you would
include in your program?

b) Why is it important for a Public relations practitioner to consider opinion leaders consistently
when collecting relevant information about the various publics of organizations?

Q. 6.

a. Describe the process of proofreading.

b. As a Public Relation practitioner what is the greatest fear when asked to speak in
public? Outline the steps to follow in overcoming the stage flight in public speaking

c) Q.7
a) How do you write a press release that doesn’t sound like an advertisement?
b) Assume that Cavendish university has instituted a scholarship award for the best student,
as a public relation manager at Cavendish discuss the overall steps you would take to
speak at the first presentation ceremony of the award.