PART A Has ONE question worth 50% of the total marks. PART B Has FOUR questions; answer TWO. Each answer will be worth 25% of the total marks.

Transcription

1 CAM Diploma 121 Public Relations Public Relations Time: 09:30-11:30 Date: 4 June 2014 Two hours duration This examination is in TWO compulsory parts. PART A Has ONE question worth 50% of the total marks. PART B Has FOUR questions; answer TWO. Each answer will be worth 25% of the total marks. You are required to give your answers in the answer book provided. DO NOT repeat the question in your answer, but show clearly the number of the questions attempted on the appropriate pages of the answer book. Please start each question on a new page. Rough work and notes must be written into the answer book or on supplementary sheets and must be clearly identified. CAM Foundation 2014

2 PUBLIC RELATIONS PART A Compulsory Serving our Communities On the move is a voucher scheme run by Superfood, one of the UK s largest supermarket chains. Nurseries, schools, Scout and Guide groups and sports clubs can redeem vouchers for sports equipment for children under the age of 18. According to the supermarket s website, over 15 million children have benefited from the sports equipment since the programme began in The most popular sports equipment bought with the vouchers includes football and netball goals, sports kits, swimming pool inflatables and playground equipment for toddlers. For every 5 spent in store, one voucher is issued. However, in their high street stores and also online, the earn rate is higher one voucher per 2.50 spent. Customers can 'buy' vouchers, which are electronically credited to a chosen organisation, using their reward points. This year, the scheme is being extended so that nurseries, schools, Scout and Guide groups and sports clubs can also redeem vouchers against the cost of various trips and group outings. These include zoos, theme parks, farms, nature reserves and theatres across the UK. Last year, Superfood reported profits of 162 million, employed over 47,000 people and served millions of customers every week through their hypermarkets, local stores and online businesses. The On the move voucher scheme forms an integral part of the company s Corporate Social Responsibility strategy. Superfood is a fictitious company. Adapted from various sources for examination purposes.

3 PART A Compulsory It is recommended that you spend approximately ONE hour on PART A. Question 1 Based on the article Serving our Communities on the previous page, please address the following: a. prepare a media release for the launch of the 2014 voucher scheme b. review FIVE techniques a public relations practitioner can use to secure news and feature items about the launch of the 2014 voucher scheme (15 marks) (10 marks) c. describe THREE social media techniques, with examples, that Superfood can use to publicise the launch of the 2014 voucher scheme (10 marks) d. on the evening of the launch, Superfood s website crashes and online customers are unable to place their orders. Outline SIX key question areas that journalists would want to cover and potential answers you could give. (15 marks) (Total 50 marks)

4 PART B Compulsory It is recommended that you spend approximately ONE hour on PART B, allowing HALF AN HOUR for each question. Answer TWO questions only Question 2 Prepare an internal memo for the Public Relations Director recommending FIVE ways in which an organisation of your choice could measure and evaluate media relations. (25 marks) Question 3 You work as a Public Relations Manager for a car manufacturer whose profits have fallen by 30% in the past two years. As a result, the board has made the decision to close two manufacturing plants. Draft an employee communications plan announcing the changes to employees. (25 marks) Question 4 Describe the role of a Public Relations Executive who is responsible for financial public relations for an organisation of your choice. (25 marks) Question 5 As PR Manager you have been asked to prepare a report on why public relations is essential for developing and managing a brand. a. Evaluate the link between public relations and branding, in terms of building a brand. (10 marks) b. Analyse the way in which public relations complements and interacts with other elements of the communication and marketing mixes in the context of the organisation as a whole. END OF EXAMINATION (15 marks) (Total 25 marks)

5

6

7

8 Moor Hall Cookham Maidenhead Berkshire, SL6 9QH, UK Telephone: Facsimile: Website: