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Bbm 116 Question Paper

Bbm 116

Course:Bachelor Of Business Management

Institution: Mount Kenya University question papers

Exam Year:2012

UNIVERSITY EXAMINATION 2011/2012
SCHOOL OF BUSINESS AND PUBLIC MANAGEMENT
DEPARTMENT OF MANAGEMENT
BACHELOR OF BUSINESS MANAGEMENT
EVENING
UNIT CODE:BBM 116 UNIT TITLE: INTRODUCTION TO PUBLIC RELATIONS
DATE: AUGUST 2012 MAIN EXAM TIME: 2HRS
Instructions
Answer question one and any other two questions
Question One
a) Explain the following concepts
i) Opinion leader(5 marks)
ii) Product launch(5 marks)
iii) Financial PR (5 marks)
iv) Internal Public (5 marks)
b) What in your view is the role and scope of evaluation and feedback in PR. Discuss various kinds of evaluation methods (10 marks)
Question two
Discuss the similarities and differences between public relations and advertising. Argue keeping in view the core concepts and functions of each discipline, giving appropriate example (20 marks)
Question three
a) Define various media for internal public relations, analyzing the strengths and weaknesses (10 marks)
b) What is crisis communication Discuss crisis management with the help of any example(10 marks)
Question four
a) Define “ publics” in PR. What in your view will be various kinds of publics for a bank? Discuss (10 marks)
b) Explain the various components of public relations (10 marks)
Question Five
a) Highlight on the characteristics of propaganda, how similar is it to public relations (10 marks)
Discuss at least five tools used by

Bbm 116 Question Paper

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