Question 1: (28 Marks)
Explain the primary purpose of public relations (PR) and provide one practical example for each of how digital tools can support each purpose in today’s PR practice.

NB: Use examples to highlight how companies maintain their reputations, manage crises, or build relationships through digital platforms. (3×6 = 18 marks)

Briefly discuss the essential interpersonal communication skills needed by PR practitioners. (2 marks)

In your own words, explain why two-way communication is more effective in PR than one-way communication. (2 marks)

Provide two (2) examples of situations where strong interpersonal skills could help a PR professional improve an organisation’s reputation. Think about how skills like listening, persuading, or adapting a message might be used in these situations.
(6 marks)

Question 2: (6 Marks)
In your own words, discuss the role of the PR department in managing an organisation’s reputation. (3 marks)

Describe a way the PR team can proactively build a positive reputation for an organisation. Include one (1) practical example in your answer. (3 marks)

Question 3: (24 Marks)
The importance of stakeholder engagement and relationship-building is vital for effective public relations. Imagine you are a PR consultant for EcoHome Solutions, a company that provides sustainable home solutions and has recently faced backlash from environmental activists regarding sourcing materials. *Fictitious scenario*.

Required:
Elaborate on how you would use two (2) stakeholder engagement guidelines outlined in the textbook to rebuild trust with key stakeholders like environmental activists. Provide one (1) practical example of each action EcoHome Solutions could take for each strategy. (3+3=6 marks)

EcoHome Solutions is addressing media inquiries after recent concerns about its environmental practices. In your own words, explain how EcoHome Solutions could use each of the six (6) media relations steps to manage its media relations effectively. Provide one practical example of actions EcoHome might take for each step.
(3X6 = 18 marks)

Note to student: Ensure to apply the theory to EcoHome Solutions.

Question 4: (16 Marks)
Assume Coca-Cola, a globally recognised brand, is facing challenges communicating with diverse audiences worldwide. *Fictitious scenario*

As a Public Relations professional, write an essay discussing four (4) types of barriers to effective communication that Coca-Cola may encounter in its campaigns. Provide one practical example for each barrier, showing how they might impact Coca-Cola’s messaging, and suggest four (4) possible solutions to overcome these barriers.

Note to student: The essay may not exceed 350 words.

Question 5: (14 Marks)
Coca-Cola is launching a new beverage aimed at environmentally conscious consumers but is facing challenges in communicating its sustainability practices.
*Fictitious scenario*

Based on Smith’s nine steps of strategic PR, develop an outlining strategic PR plan that Coca-Cola could implement. Your answer should cover key stages of the nine- step process, providing one (1) practical example relevant to Coca-Cola’s sustainability campaign each. (14 marks)

Question 6: (12 Marks)
Discuss each of the nine (9) core values of PR ethics and explain how each can be applied in the decision-making process when faced with ethical dilemmas. (12 marks)

[Total: 100 Marks]

Answers to Above Questions on Public Relations

Answer 1: 

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