PUBLIC RELATIONS AND COMMUNICATION MANAGEMENT
SUBJECT : PUBLIC RELATIONS EXTENDED 2
CODE : PRLEXY2
DATE : SSA EXAMINATION 20 NOVEMBER 2018 DURATION : 2 HOURS WEIGHT : 50 : 50 TOTAL MARKS : 100 EXAMINER : MS N MAYET MODERATOR : DR NH LEVY NUMBER OF PAGES: 5 PAGES
INSTRUCTIONS TO CANDIDATES:
ANSWERS THAT ARE NOT NUMBERED WILL NOT BE MARKED.
PLEASE ANSWER ALL THE QUESTIONS.
PLEASE READ ALL QUESTIONS CAREFULLY.
YOUR LANGUAGE USE AND NEAT HANDWRITING IS IMPORTANT.
SECTION A: ANSWER THE MATCHING COLUMN QUESTION.
SECTION B: ANSWER ONE OF THE QUESTIONS.
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SECTION A
QUESTION 1: Answer all the questions
Match the question in column A with the answer in column B.
Column A Column B
1. A situation where a change in one component causes change in another component of a system.
a. Mutual interaction
2. A pattern where two or more elements are interdependent.
b. Personal events
3. You plan a rally for the ANC’s upcoming campaign.
c. Interaction
4. The collection of the perceptions held by stakeholders of an organisation.
d. Corporate image
5. A situation where a change in one element induces a change in another element, which then induces a change in the original element.
e. Pattern system
6. You plan an event for “up and coming” student artists from the University of Johannesburg.
f. Organisational event
7. A catchy phrase that explains what the organisation stands for is called a _______.
g. Leisure event
8. You help your sister plan a wedding which will be happening in February 2018.
h. Logo
9. A pattern as it exists at a given moment in time. i. Cultural events
10. The style of writing used for the lettering of the logo.
j. Slogan
k. Object l. Symbol
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n. Jingle
o. Corporate reputation
SUBTOTAL: 10 MARKS
________________________________________________________________ SECTION B: Choose ONE of the following questions
QUESTION 2
SPECIAL ORDER
EPPING, N.H. — Two employees from a New Hampshire Burger King were arrested for allegedly selling marijuana to customers who said the code word "fries extra crispy" at the drive-thru window. Police received multiple tips that drugs were being sold at the fast food restaurant. Customers would allegedly pull up to the drive-thru window and ask for "nasty boy," Norris' nickname. When the employee said yes, the customer would ask for an order of "fries extra crispy" — code words for marijuana — with their meal. The customers would pay for the drugs at the window and receive it in a coffee cup that was included with the order, police said. The marijuana was not put in the food.
Adapted from:
http://fox8.com/2017/01/26/burger-king-employees-accused-of-selling-marijuana-to-customers-ordering-fries-extra-crispy/
a. You have recently been appointed as an internal communications practitioner for Burger King. The recent publicity received by the organisation has negatively impacted the image of the organisation. You need to list and explain the steps that would be involved in developing a NEW CORPORATE IDENTITY for Burger King.
(50) OR
QUESTION 3
You are the events planner for SPAR and have been asked to lead the “Spar Women’s Fun Walk for Cancer” event which will be taking place on 27th
January 2019. You have been tasked with the following:
a. Create a ticket for the event. (15)
b. Create a Gantt chart including these events: • The event will take place on 27th January 2019.
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• On 23 December 2018 you will meet with Metro Police to plot out the event.
• On 28 December 2018 you will advertise the event on various platforms. • On 3 January 2019 tickets will go on sale.
• On 5 January 2019 various caterers will be visited. • On 10 January 2019 the caterer will be decided on. • On 12 January 2019 the décor will be finalized. • On 25 January 2019 the venue will be set up.
• On 27 January 2019 volunteers and staff to be deployed at various points. • On 27 January 2018 event will begin at 5 am.
(15) c. Apply logical sequencing to the below:
1 Have tickets designed Step ____
2 Collect tickets from printers Step ____
3 Print tickets Step ____
4 Decide on the best quotation Step ____
5 Get ticket budget approved Step ____
6 Invite the media Step ____
7 Get quotes for the printing of the tickets Step ____
8 Tickets go on sale Step ____
9 Send the tickets for printing Step ____
10 Get ticket sales statistics from retailers to prepare for people attending the event.
Step ____
(10) d. The budget for this event is R500 000. Do a break-down of the budget for the “Standard Bank Iron Man event. Include expenses, incomes, VAT and
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________________________________________________________________ SECTION C
QUESTION 4: Answer the questions based on the case study
LIBERTY VICTIM OF CYBER-CRIME
JOHANNESBURG – South African insurer Liberty Holdings said on Sunday it had become the victim of a cyber-attack, with an external party claiming to have stolen important client data. The cyber criminals are now demanding money for the information or they will make the information public.
“Since becoming aware, we have taken immediate steps to secure our computer systems. Liberty is investigating the breach and we will endeavour to keep all stakeholders fully informed as appropriate,” it said in a notice on its website. People who currently invest with liberty are considering taking their business elsewhere- business does not look good for the Insurance company as speculation about the crime continues.
Available from: https://ewn.co.za/2018/06/17/sa-s-liberty-holdings-suffers-cyber-attack
a. Discuss TEN (10) critical points that a public relations practitioner of Liberty Holdings would need to consider when dealing with the above crisis. (10) b. Discuss what a public relations practitioner should avoid doing during a
crisis. (10)
c. How does the following principle apply to Liberty Holdings:
• “To understand the system, don’t focus on the system itself” (5) d. Liberty wishes to improve their cyber security within the next week. WRITE
A SMART OBJECTIVE FOR THIS TASK. (5)
e. List and discuss the THREE (3) types of crisis that a public relations
practitioners should be familiar with. (6)
