FACULTY OF COMMERCE AND LAW

BACHELOR OF COMMERCE (HONOURS)

MARKETING

BMKT205: PUBLIC RELATIONS AND CUSTOMER CARE

May 2015

Time: 3 Hours

INSTRUCTIONS

Answer any FOUR questions

.

Each Question carries 25 Marks.

Credit will be given to presentations that are neat, logical and

grammatically well constructed.

Answer selected questions in Answer Books provided.

BMKT205: PUBLIC RELATIONS AND CUSTOMER CARE

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QUESTIONS

1. (a) Define the term public relations. [5]

(b) Identify and explain the key words to note when defining public relations.
[20]

2. Reputation protection and enhancement are primary areas of corporate public

relations. Discuss this statement giving examples in each case. [25]

3. XY (Pvt) Ltd is in the banking sector and has been ear-marked for a takeover by
some indigenous investors. As public relations manager of that bank, identify areas
of responsibility to prepare for the takeover bid. [25]

4. Outline the elements which form the framework on which a company can build a
systematic approach to the administration of sponsorships. [25]

5. As public relations manager, how would you monitor and evaluate “Mai Chisamba
Shows”? Give examples in your answers. [25]

BMKT205: PUBLIC RELATIONS AND CUSTOMER CARE

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