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Sections/Questions: Answer any three (3) questions from the six (6) on the examination paper

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• Sections/Questions:
  • Answer any three (3) questions from the six (6) on the examination paper.
  • All 3 questions carry equal marks and are marked out of 100.
• Indicative Word Count:
  • 3000 words maximum
• Word Count Guide by Question
  • Maximum word count per question 1000 words
• File Type:
  • Please type your answers in a Microsoft Word document and save it with your student ID. Upload the WORD DOC to the submission link provided on Blackboard.
• Miscellaneous:
  • Handwritten answers are not acceptable.
  • If you use external source material in answering questions, these must be referenced using the Westminster Harvard referencing system.
  • A reference list providing full bibliographic detail for the references used in your answer should be given at the end of each answer.
  • Each submitted paper will be automatically checked for plagiarism.Questions 1. The 2018 UK Dividend Report calculated that reputation represented 41% of the market value of the 100 largest companies listed on the London Stock Exchange. (Reputation Dividend, 2018) Assess this finding from the 2018 UK Dividend Report, critically evaluating the contribution of reputation to the creation of company value. Appraise, in your answer, the role that public relations (PR) can play in the process of reputation creation and management. 2. James Grunig’s four models of PR practice are important as a means of helping students and practitioners understand the flow of communication between an organisation and its publics (Steven Waddington. CIPR, 2015) Provide a critical overview of Grunig’s four models of PR practice, showing how and why each model of practice might be employed by an organisation, giving relevant examples of the practical application of each PR model by a brand or organisation. 3. Critically assess the contribution that free online tools such as Google Analytics/Alerts/Trends and other social listening tools can play in developing and managing a PR programme more effectively. Illustrate your answer with examples of the practical application of the online tools. 4. Critically evaluate William L Benoit’s (Public Relations Review, 1997) theory of image restoration discourse – the five broad categories of image repair strategies available to an organisation when faced with controversy or crisis. Illustrate your answer with relevant examples of Benoit’s image repair discourse strategies practiced by an organisation when confronted by a crisis or a controversial issue, in recent corporate history. 5. ‘An issue ignored is a crisis ensured’. (Henry Kissinger, US Secretary of State, 1973-77) In the light of Henry Kissinger’s observation, assess the role of issues management in an organisations crisis management strategy and critically evaluate the role of the PR practitioner in the issues management process. 6. Critically evaluate the principal laws which impact on the practice of PR in the UK today, illustrating your answer with examples of PR activities requiring legal compliance. End of Questions E mail Pitch to journalists You may make your initial contact with a targeted journalist about a story idea - usually for a feature story for your company or brand - by tweeting or phoning them, but it is much more likely that you will pitch your story by email. Journalists still much prefer to be contacted by e-mail. So how do you write an email pitch that a journalist will read? 1. Make your email subject header the story idea: Journalists are actively looking for great content ideas, so label your subject line with the story idea to pitch, and they are far more likely to open it to read 2. Make the subject header ‘sell ’ the story: Give a concise (10 words max) subject header which summarises your story. Avoid clever word-play or hyperbole. 3. Start email informally but courteously. Hi/Hello Jane, not Hey Jane… This is likely to go down better with UK journalists. Degrees of informality will vary across industry media sectors however, and you need to read the signs. 4. Get your top line in the opening paragraph of your email pitch: summarise your story idea in a short opening paragraph. This gives you a better chance of getting the journalists attention. 5. Use an informal, conversational style, but write it correctly. So no grammatical or spelling mistakes: Use strong visual imagery and examples. Imagine you are telling a story to a friend. 6. Don’t include attachments to your email: Journalists don’t like opening attachments from people they do not know. Nor do they have the time. 7. Offer images if you have them: Offer to send them if they are interested or paste an example image in the email to show the picture material you have available to send. (Adapted from Janet Murray, Your Press Releases are Breaking My Heart. A totally Unconventional Guide to Selling your Story to the Media (Amazon, 2016)