1. As a qualified public relations officer, you have been asked to give a presentation to a group of business students explaining how a public relations campaign could be evaluated.
Identify 10 methods that could be used to measure the success (or failure) of a public relations campaign carried out in an industrialised nation.
2. (a) Briefly explain what is meant by corporate social responsibility and local community relations.
(b) Identify and explain four possible advantages for an organisation that has good community relations.
3. Identify and explain five different economically viable community relations activities that a small organisation might carry out in their local community.
4. Write a memo to your Marketing Director explaining 9 key actions, in correct logical order, you would need to perform when arranging a facility visit to your organisation’s factory.
5. Explain briefly 9 possible differences between the media and infrastructure of an industrialised nation, and those of a developing nation.
6. Describe 5 different types of exhibitions and 4 possible public relations objectives when taking part in any type of exhibition.
7. Vodikia, a multinational manufacturer of mobile phones, has engaged you to carry out research in respect of their corporate image in your country.
(a) Explain what is meant by corporate image.
(b) Identify four elements that contribute to corporate image.
(c) Describe six research techniques you could use to obtain the required data.
8. your company is about to launch a new website.
(a) Explain what is meant by the Internet.
(b) State what elements of a website are protected by copyright.
(c) Describe six areas or activities where the Internet could be used for Public Relations activities.
9. As a Public Relations assistant in your company, you have been given the task of organising and staging a press reception. Give 20 roles, tasks or duties that you might perform, from the original idea being suggested to the end of the reception and immediately after.
Your outline should be in a reasonable chronological order.
Case Study
Cold Stone Creamery is a relatively new ice cream company that faces stiff competition in the marketplace from such established brands as Ben & Jerry’s and Haagen-Dazs. The first store was established in Saffron Walden, Essex in 2001. Since then the company has expanded to more than 20 stores (franchises) nationwide. Its market niche is that customers can personalise their serving by choosing a base flavour and then mixing it with a number of toppings. Employees do the mixing by hand on a frozen granite stone (hence the company name).
The challenge of course is to generate more store revenue and to increase market share. Research shows that the typical Cold Stone Creamery customer is a woman between the ages of 25 and 35, but that she also brings her friends and other family members with her.
The company has decided to do an integrated communications programme for the next year that would involve Public Relations, advertising and in-store marketing promotions for new products.
10. What activities would you suggest in drawing up a creative PR campaign? Suggest a timetable and schedule for these activities whilst also including a programme for measuring the effectiveness of the campaign.
11. Write a news release announcing the launch of a new mobile telephone network for UK customers. Your release should be set out in the correct format.
You should also indicate what other information you might include in the pack that would be given to journalists at the launch of the new network.
Your PR news kit should be an integral part of this announcement and indicate the purpose and likely contents of this pack.
12. Extensive information campaigns are being used throughout the world to inform people of the growing need to be environmentally aware. Information specialists must utilise a variety of communication strategies and tactics to create public awareness and change individual behaviour patterns.
TASK: How would you apply the various communication concepts and strategies to a campaign to raise awareness of Global Warming and other environmental issues? Devise a suitable publicity campaign to realise these objectives which recognise the importance of CSR (Corporate Social Responsibility).
13. Recent disasters in the world with earthquakes and tsunamis have left the world in a vulnerable position. Your PR Consultancy has been retained by W.H.O. (World Health Organisation) and asked to provide a report to maximise a fundraising exercise to set aside a world fund for such future disasters.
TASK: Devise a public relations campaign plan to enable the W.H.O. to help communities rebuild their lives.