Q1.
Public Relations scholars and professionals have expressed fear of Marketing dominating PR, e.g., when combined into a single unit in an organisation. This can lead to so-called “marketing imperialism” and “encroachment” onto PR territory. (Egan, J., 2014).
(a) First, discuss this issue making reference to structural options and how the treatment of social media warrants careful consideration. (20 marks)
(b) Discuss why it is important for Public Relations and Marketing to be part of integrated campaigns and analyse PR’s role in such a campaign using at least one practitioner example.(20 marks)
Q2.
(a) Discuss “crisis” in Public Relations terms, provide some examples of crises in Public Relations, and then briefly explain why reputation is at stake during a crisis. (10 marks)
(b) Choosing one example of a PR crisis, analyse the reactive PR delivered via traditional media in response to the global crisis it faced. Your analysis should be supported by theory and by the application of at least one crisis communication model.(20 marks)
Q3
“Public relations is an ethical mine-field.” (Swann, 2014). Using appropriate theory and codes of conduct, consider how public relations practitioners can try to ensure they are working in a way which helps to develop the PR industry towards a more ethical future. (30 marks)
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