Assignment 1 PR 2.pdf

Public Relations Two
ACOM312 - ACOM222
Assignment One
1. Explain the following definition of Public Relations. 10 marks
The Public Relations Institute of Southern Africa (PRISA) adopted this definition for ‘public relations is
deliberate, planned and sustained effort to establish and maintain mutual understanding between an
organization and its various publics - both internally and externally’ (Skinner & Von Essen 1998:4-6).
2. Explain the four pivotal developments that spurred the emergence of the relational
perspective of PR.
20 marks
3. List and explain the five major precursors of relationship, commitment and trust.
20 marks
4. Briefly describe the characteristics of the following research methods. 20 marks
5. PR research on the Internet is becoming a much preferred method, list the advantages
and disadvantages.
15 marks
6. Review the section on Ten things you should do and five things you should not do.
15 marks
7. The illustration below is a typical annual budget for a big organisation that has large
audiences. Explain the various aspects that are found in a budget defence. Briefly
explain each one.
FOR ASSIGNMENT BREAKDOWN REFER TO STUDY GUIDE!
Make sure you get your copy from the bookshop and the prescribed text book
Public Relations African Perspectives
by Edited by R Rensburg & M Cant. Second Edition.
ISBN 978 0 7962 2352 4
Publishers: Heinemann
20 marks
TOTAL : 170

Guidelines
1. Explain the following definition of Public Relations 10marks
Write a short paragraph on each of the following points:
Deliberate:
Planned:
Sustained:
Establish:
Maintain:
Mutual understanding:
Publics/ Stakeholders:
Internally and external’:
2. Explain the four pivotal developments that spurred the emergence of the relational
perspective of PR.
20 marks
Recognition of the central role of relationship in public relations.
The re-conceptualisation of PR as a management function.
The identification of components and types of relationship that link to various aspects of public relations as well
as relationship management.
The construction of relationship models.
3. List and explain the five major precursors of relationship, commitment and trust:
20 Marks
Relationship termination costs.
Relationship benefits.
Shared values.
Communication.
Opportunistic behaviour.
4. Briefly describe the characteristics of the following research methods. 20 marks
Individual questionnaires
Group questionnaires
Telephone questionnaire
Competitions

Focus groups
Individual questionnaires
Content analysis
Informal discussions
observations
5. PR research on the Internet is becoming a much preferred method, list the advantages
and disadvantages. (refer to you study guide).
15 marks
6. Review the section on Ten things you should do and five things you should not do. (refer to you
study guide).
15 marks
7. The illustration below is a typical annual budget for a big organisation that has large
audiences. Explain the various aspects that are found in a budget defence. Briefly
explain each one.
20 marks
Publications
Corporate Items
Media Activities
Equipment
Advertisement
Editorial Board Meeting
Information Technology
Human Resources Management
TOTAL : 120
FOR ASSIGNMENT BREAKDOWN REFER TO STUDY GUIDE!
Make sure you get your copy from the bookshop and the prescribed text book
Public Relations African Perspectives
by Edited by R Rensburg & M Cant. Second Edition.
ISBN 978 0 7962 2352 4
Publishers: Heinemann
ASSIGNMENT DUE DATE: TBA
(No Later Submissions Will Be Accepted)
This assignment carries a 25% weighting which is added to your final mark.
Answers must be well researched and present in your OWN words. Each question
must be answered to ensure you score maximum marks.
Marks:- 100 %
Do Not Copy anyone!