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BM/OCT 2010/MKT310/210

UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

PRINCIPLES OF PUBLIC RELATIONS/ PRINCIPLES OF PUBLIC RELATION MKT310/210 OCTOBER 2010 3 HOURS

INSTRUCTIONS TO CANDIDATES 1. This question paper consists of three (3) parts : PART A (10 Questions) PART B (8 Questions) PART C (5 Questions) Answer ALL questions from PART A and PART B. Answer any three (3) questions from PART C. i) ii) Answer PART A in the True/False Answer Sheet Answer PART B and PART C in the Answer Booklet. Start each answer on a new page.

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Do not bring any material into the examination room unless permission is given by the invigilator. Please check to make sure that this examination pack consists of: i) ii) iii) the Question Paper an Answer Booklet - provided by the Faculty a True/False Answer Sheet - provided by the Faculty

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DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO

This examination paper consists of 5 printed pages
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BM/OCT 2010/MKT310/210

PART A

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Fund-raising is one of the important activities of the voluntary public relations. Public relations concerns only with commercial organizations. Compared to public relations, propaganda is more concerned with being factual and unbiased. Every decision that an organisation makes will implicate the operational, financial, legal and reputation of the organisation. One of the functions of public relations practitioners in reputation management is displaying company concern for environmental problems. Evaluation is the last stage of public relations process where only the end result is evaluated. The corporate image refers to the image of the organisation itself such as company financial success and stability. When doing publicity, it is not always what you know, but who in the media knows you that is important. Company Act regulates the use of printing presses, importation, production, reproduction, publishing and distribution of publications. The management should understand that salary is often being the concern of the employees.

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BM/OCT 2010/MKT310/210

PARTB

QUESTION 1 Differentiate between communication skill and management skill of public relations practitioners. (5 marks)

QUESTION 2 Give two (2) differences between persuasion and publicity. (5 marks)

QUESTION 3 Explain five (5) types of images according to Jefkins. (5 marks)

QUESTION 4 Write short notes on the following: a) b) Public Affairs (2.5 marks) Lobbying (2.5 marks) QUESTION 5 Explain two (2) ways how to handle radio interview. (5 marks) QUESTION 6 Describe five (5) main sources of fund-raising programs. (5 marks)

QUESTION 7 List five (5) communication tools in employee relations. (5 marks)

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BM/OCT 2010/MKT310/210

QUESTION 8 Describe two (2) impacts of new communication technology to the public relations practitioners. (5 marks)

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BM/OCT 2010/MKT310/210

PARTC

QUESTION 1 Discuss the six (6) steps of persuasion process. (15 marks)

QUESTION 2 Explain with example the five (5) skills required by public relations practitioners. (15 marks)

QUESTION 3 Describe six (6) factors that contribute to the ineffectiveness in communication. (15 marks)

QUESTION 4 Discuss five (5) requirements of today's public relations professionals. (15 marks)

QUESTION 5 Discuss the three (3) aspects of future public relations' challenges. (15 marks)

END OF QUESTION PAPER

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