HOOFSTUK 1 - Future Managers



LECTURER’S/ answer guide to

Introduction to

PUBLIC RELATIONS IN

THE SOUTH AFRICAN CONTEXT

Jacqueline Wiehahn

Answer guide to PR book activities and assessments

The answers are only guidelines to readers. Other suitable answers should be evaluated and considered on merit when giving feedback to learners.

Module 1 - Introduction to Public Relations

Activity 1 - Stakeholders of Capitec Bank

1. Make a list of all the internal stakeholders of Capitec Bank that you can think of.

Staff members can include: Branch Managers, Regional Managers, Sales and Service Consultants, Help Desk Administrators, Technical Support Engineers, Training Facilitators, HR Managers, HR Consultants, Bank Tellers, Debt Collectors, Fraud Analysts, Internal Auditors, Call Centre Agents, Web Designers, C# Developers, Java Software Developers, Technical Engineers etc.

2. Make a list of all the external stakeholders of Capitec Bank that you can think of.

Not limited to the following: Business owners, investors, shareholders, professional clients, retail clients, home owners, students etc.

3. Explain why these internal and external stakeholders are important to Capitec Bank.

Internal stakeholders are important as they perform the banking services for the clients e.g. tellers deal with payments, withdrawals or enquiries, Service Consultants help clients with investments etc. The external stakeholders like the clients/ shareholders are important as they keep the bank going financially by means of the investments/ savings and business support in general.

Activity 2 - Sappi Conservation efforts (Total: 15p)

1. What major product does Sappi produce in South Africa? (1)

Mostly diverse paper products made from wood pulp.

2. Why do you think are they involved in conservation efforts? (1)

Sappi is one of the largest landowners in South Africa and conservator of many bird and animal species. They also plant indigenous trees on their land. Sappi demonstrates their social responsibility, environmental awareness and creates a positive reputation and image of the company.

3. Why are they in partnership with Volvo? (External stakeholder) (2)

They want Volvo buyers to minimise the effect of carbon dioxide (CO2) emissions from the Volvo they drive by planting indigenous trees to offset the CO2 released by that vehicle in its lifetime.

4. Why is it important to plant trees in general? (1)

Trees bring oxygen into the environment and provide food and shelter for wildlife. It is important to plant indigenous trees as they are adapted to our climate and require less water than exotic trees.

5. What is Arbour Week and why is it held? (2)

Arbour Day is a special day throughout the world and has been celebrated for over 100 years. The day is celebrated on different dates around the world, depending on local seasons and temperature. Its aim is to raise awareness of trees and the important role they play in our environment. It also wants to educate local communities to encourage them to plant indigenous trees. The destruction and long term damage of deforestation on the environment creates a real need for planting more trees.

6. What is the national tree of South Africa? (1)

The Yellowwood (Podocarpus latifolius) is South Africa's national tree. It is found from the Table Mountain, along the Southern and Eastern Cape coast, the Garden route and in the ravines of the Drakensberg up to the Soutpansberg and the Blouberg in the Limpopo.

7. Why is it important to involve schools, libraries and municipalities during Arbour Week? (2)

It helps to involve these groups as it creates an awareness of the preservation of the environment and encourages them to plant more trees. Schools and libraries are used to convey educational information to children about planting trees and becoming involved in tree planting projects. Municipalities can educate local communities as well as provide funding or free trees for tree planting projects in the local environment. Municipalities can also plant indigenous in the green belts of cities.

8. How is Sappi creating good PR by their actions? (2)

Sappi shows that they care for the long term survival of the environment in which they do business. They also educate and uplift various communities by means of their social corporate programmes. This creates good relations with communities, clients and promotes a positive image of Sappi as a caring company.

9. Why is it important to plant indigenous trees in South Africa? (2)

Indigenous plants are plants that have evolved over many years in a specific region. They have adapted to the geography, hydrology and climate of that region. These plants occur in communities as they have evolved together with other plants. As a result, a community of indigenous plants provides habitat for a variety of indigenous wildlife species such as songbirds and butterflies.

Non-indigenous plants (also called, invasive plants, exotic species or weeds) are plants that have been introduced into an environment in which they did not evolve. Some of these plants are very invasive and take over indigenous plants. This has a negative impact on the native plants and wildlife.

Benefits of planting indigenous plants and trees (flora):

▪ Indigenous flora requires less water as they have adapted to the region’s climate.

▪ Indigenous flora helps reduce air pollution, as it gives out oxygen.

▪ Provides shelter and food for wildlife (Knysna Loeries eat Yellowwood berries).

▪ It saves money as it does not require fertilizers and pesticides.

10. Can you list ONE conservation project that you can start in your community? (1)

See possible examples: Wildlife rescue & rehabilitation e.g. rhino protection, cleaning beaches/ rivers, pollution prevention, conservation volunteer to educate or do research, recycling projects etc.

CASE STUDY - Sanlam community involvement (Total: 20p)

Activity 3

1. Explain AND motivate from the case study why the actions of Sanlam answers to the given definition of public relations (use the elements of the definition as guidelines). (6)

Yes, the actions in the case study answer to the requirements of the PR definition.

▪ Management: Management and staff of Sanlam have committed themselves to their social responsibility policy. Sanlam really cares and realises that a healthy and stable society is essential for the future of South Africa. Sanlam’s PR involvement is part of their corporate social investment policies. (2)

▪ Communication: Sanlam communicates objectives of each project to target groups. (1)

▪ Perceptions: Perceptions of the target groups in the case study is not mentioned. Involved groups would probably have a positive perception of Sanlam because of the projects. (1)

▪ Strategic relationships: Sanlam works with the community to contribute towards improving the quality of life of all South Africans. (1)

▪ Internal & external stakeholders: Sanlam is involved with the (external) community. Internal management & staff of Sanlam are committed to their social responsibility policy. (1)

2. Identify SEVEN areas of Public Relations involvement in the case study. (7)

▪ Entrepreneurship & skills development.

▪ Training & education

▪ Safety & crime prevention

▪ Health & welfare

▪ Sport & sport development

▪ Nature conservation

▪ Culture

3. Identify TWO practical examples of projects launched by Sanlam in these areas. (2)

▪ National Whistle Week

▪ The Entrepreneur of the Year competition.

4. Why is it important for Sanlam to focus on the community? (2)

Sanlam works with the community in striving to contribute towards improving the quality of life of South Africans. They cover all possible areas of community aid and development. It also includes donations, sponsorships and other projects.

5. Why do Sanlam adapt their involvement on an ongoing basis? (2)

Sanlam adapts their community involvement regularly because community needs may differ from time to time.

6. How will their involvement in the community influence the perceptions of stakeholders? (1)

The fact that: ‘Sanlam really cares and realises that a healthy and stable society is essential for the future of South Africa’ indicates that they are socially responsible and this should create a positive impression in the stakeholders’ minds.

CASE STUDY - Paraffin Safety Association campaign (Total: 30p)

Activity 4

1. What are the objectives of the Engen’s KlevaKidz paraffin safety campaign? (4)

▪ To educate rural and township communities about safe handling and storage of paraffin.

▪ Training 4 000 community health advisors and educators to educate communities about the correct use of paraffin.

▪ They distributed consumer education pamphlets.

▪ The safety campaign wants to prevent accidents by teaching people correct usage procedures.

2. Who is the Paraffin Safety Association’s campaign aimed at? (2)

It is aimed at children aged between nine and thirteen years old.

3. What communication media does the campaign use to convey the message? (2)

▪ Edutainment (education with live performances to demonstrate safety measures to the children).

▪ Distributed educational pamphlets with safety tips to convey messages in written form.

4. Identify & motivate from the case study the PR functions that the PRP performed for the campaigns. (9 + 9 = 18)

4.1 Management of PR program:

Engen organised and planned the KlevaKidz paraffin safety campaign. The objective is to educate rural and township communities about safe handling and storage of paraffin. The Paraffin Safety Association and Engen worked together to prevent accidents.

4.2 Media relations:

▪ Specific media such as educational pamphlets were used to convey safety information.

▪ Artworks from a national child art competition were exhibited to convey safety messages.

▪ Engen also used newspapers, social media and websites to create awareness on a national basis.

4.3 General liaison or networking:

▪ Engen liaised with The Paraffin Safety Association.

▪ They trained 4 000 community health advisors and educators about the dangers of paraffin.

▪ They networked with various schools and children during the project.

▪ They liaised with well-known personalities to submit artworks to be auctioned to raise funds for a public health campaign on child accident prevention of fires and the treatment of burns.

4.4 Organising special events:

▪ The safety campaign and the edutainment performance are all special events of the PR campaign.

▪ Engen liaised with well-known personalities to submit artworks to be auctioned to raise funds.

▪ They organised a national child art competition and the artworks will be auctioned to raise funds.

▪ They organised training sessions with the health advisors and educators

4.5 Written communication: Free paraffin safety pamphlets in all languages were printed.

4.6 Verbal communication

▪ The Paraffin Safety Association and Engen used verbal and practical communication to train 4 000 community health advisors and educators about the dangers of paraffin.

▪ The workers educated communities (verbally & written form) to use paraffin correctly.

▪ Well-known personalities were asked to submit artworks to be auctioned to raise funds for a public health campaign on child accident prevention of fires and the treatment of burns.

4.7 Production of communication media

▪ Artworks from a national child art competition were exhibited during the week.

▪ Specific media such as educational pamphlets were used to convey safety information.

▪ Free paraffin safety pamphlets in all languages were printed for distribution.

4.8 Training

▪ The Paraffin Safety Association and Engen used verbal & practical communication to train 4 000 community health advisors and educators about the dangers of paraffin.

▪ During the edutainment performance they empowered and taught the children about safe handling and storage of paraffin and what to do during emergency situations.

4.9 Research

According to research; every year one in ten children drinks paraffin (usually by accident). Death and disfigurement from burns caused by fires are common occurrences, especially in informal settlements. This research has led to Engen and The Paraffin Safety Association organising this PR campaign.

5. List three general areas of PR involvement of this campaign. (3)

▪ Consumer relations (informing consumers to use products safely and to prevent accidents).

▪ Social responsibility (caring about the people and the environment).

▪ Education and training (using edutainment to convey safety messages to children).

6. What can you do if a child swallows paraffin? (1)

If a child accidentally drinks paraffin, do not make the child throw up or give him/her anything to drink. Contact poison control for guidance or seek medical help as soon as possible.

CASE STUDY – Microsoft tips on Cultivating Customer

Satisfaction Activity 5 - Total: 10p

1. Briefly describe THREE customer challenges that Microsoft Corporation faces? (3)

▪ Microsoft Corporation needs to stay in tune with their individual markets.

▪ They need to ensure broad customer satisfaction.

▪ They must quickly contain unanticipated user issues before they get out of control.

2. How does Microsoft show customers that they are listening to their problems? (3)

Microsoft uses (1) Web-monitoring tools, (2) social-media analytics and (3) the energy of influencers to demonstrate that they actively listen to their worldwide customer base.

3. How do they deal with any customer issues? (2)

Using the above tools, they listen to customers and answer their queries quickly and accurately.

4. How does Microsoft drive increased customer loyalty? (2)

They drive increased customer loyalty through active outreach and consumer education.

Activity 6 - Commercial & corporate advertisements: TOTAL: 30p

1. Identify which ad is a corporate ad and which is a commercial ad? (2)

Ad A is the corporate ad due to it promoting the name of the bank and the company slogan. It does not try to promote a specific product/ service as in the case of a commercial ad.

Advertisement B is the commercial ad due to Capitec Bank using a competition and the You Magazine to draw the attention of prospective clients to their daily money management services.

2. What is the difference between a corporate ad and a commercial ad? (4)

Corporate advertising is more public relations than sales promotion. Its objective is to build a company’s corporate reputation, image, and brand-awareness among the general public or within an industry. Commercial advertising is a form of marketing communication used to encourage or persuade target markets to support the services or products of a company.

3. How is Capitec Bank trying to differentiate itself from other banks (competitors)? (2)

They charge reasonable banking service fees; have longer banking hours, 24 hour contact channels and offer unique banking services to employees. They make it “simple” and easy to switch banks and to do transactions. They see every aspect of the business from the client’s view and adapt to theirneeds.

Their card machines can be used by traders, retailers and wholesalers. They are available as mobile, wireless or desktop units and accept debit, credit and charge cards.

4. What do you think do they mean by: Simplicity is the ultimate sophistication. (2)

Capitec simply asked what consumers really want and require? The answer is a transaction account that earns interest. As a result Capitec’s products are built on the ability to save, borrow and transact.

Capitec's business is built around four core principles:

Affordability: fees and interest rates charged on products are lower than at other banks.

Accessibility: achieved mainly through branch networks.

Convenience: cash can be withdrawn and purchases made at retailers or ATMs.

Simplicity: transactions are quick and simple, with no paperwork.

By this slogan they imply that they offer more affordable banking for all clients, this is backed by quality banking services and products for the clients. They want to keep things “simple - simplicity” and easy but to also offer sophisticated unique services to employees, clients and businesses.

5. Capitec won the “The Top Company of the Year Competition”. Refer to the 4P’s of the marketing mix and explain how they used each element to achieve this award. (10)

Product: Capitec’s branding campaigns position the bank as easy to use, straight talking and cost effective in ways that appeal to the broader market. Capitec asked what consumers really wanted and the answer was a transaction account that earns interest. As a result Capitec’s products are built on the ability to save, borrow and transact.

Capitec launched into the low income segment of the South African consumer market and has been gradually working its way up towards the middle and upper middle income segments. Capitec is expanding usage of its digital and mobile banking solution s. The bank is making headway in the youth market with the digital and mobile product offerings and has been targeting universities and other institutions of learning.

Place/ distribution: Its headquarters is in Stellenbosch. Furnishings and décor are basic to save costs. In a service industry your people are your brand. Capitec prefers to have more offices in an area than one large office. It is for more accessibility and convenience for clients. Branches don’t hold any cash for withdrawals (you can deposit cash at a branch). Consumers draw money from tills at retail outlets (‘Tills are the new ATMs). Capitec has about 600 (and growing) branches, more than 3.2 million customers and over 6000 staff members.

Price: They operate on less staff and it also means branches are profitable much sooner than those of Capitec’s rivals. A branch costs around R1 million (or 10-12% of what it costs rivals) to establish and is generally profitable within 6 months of operation.

Promotion: Asking ‘Why?’ has helped Capitec build a simpler, more affordable bank. They looked at the needs of clients and have adapted their services and physical appearance to address this. They make use of various promotional techniques such as TV ads, e-marketing campaigns, radio, print, social media and other marketing media to reach market segments.

People: Capitec branches generally consist of a few people, including a team leader (the branch manager at other banks), whose primary focus is addressing clients’ needs rather than paperwork and managing risk, which have shifted from being done by staff to technological processes.

They ensure quality service by training their staff on products, services and corporate processes.

Source: .

6. Which TWO forms of media is used in advertisement B for the competition? (2)

1) SMS = mobile phone marketing 2) You Magazine = print media.

7. How are the FOUR elements of the AIDA principle applied in advertisement B? (4 + 4) (8)

Attention is captured by the bank’s name, colours (blue, red & black), logo and the slogan (Simplicity is the ultimate sophistication). The text (Win R5000!) grabs attention as well. This is why the first paragraph of an ad needs to be the strongest to capture

a reader’s attention.

Interest is evoked by establishing the need/ desire to win R5000.

Desire conveyed in the form of a solution. They want to win R5000 in a Capitec Bank account; they simply need to sms an answer via their mobiles to the given number. The ad gives them more solutions by referring them to the You Magazine with 14 Tips for Financial Freedom.

Action: Once you have attracted the readers’ attention, built their interest and fanned their desire, they need to take action. Their call to action in the ad is to sms an answer to the given number. The target reader is also encouraged to read the You Magazine for the 14 Tips for Financial Freedom.

CASE STUDY – Activity 7 - Misunderstanding over guide dog: Class discussion

1. Do you think this caused negative publicity for the restaurant amongst customers?

Answers will vary from students. Assumption is that because it was published in the newspaper it did cause negative publicity as the article evoked response from the public and other concerned parties.

2. Why do you think did the press call the restaurant?

To obtain accurate information for the newspaper as the journalist thought it was a newsworthy story.

3. Why do you think did the president of the Guide Dog Association call the restaurant?

The president wanted to inform the restaurant about the special regulations for guide dogs in public places. The dogs are well-trained to guide their blind owners and need to be with them at all times.

4. How could the restaurant have prevented such an incident?

It would have been pro-active if management had created awareness amongst staff of the treatment of customers with guide dogs to prevent such an incident of occurring.

5. Did the restaurant in the end address the situation correctly in your view?

Yes, the circular to all restaurant franchises was good to prevent future similar problems.

6. What more would you have done if you were the manager to improve relations?

Learners can provide own answers. Perhaps an open apology published in the newspaper etc.

CASE STUDY – Craft Council Fair Campaign

Activity 8 - Total: 20p

1. What is the general role of PR in this campaign? (2)

To organise and manage the marketing and publicity function.

2. Write down TWO PR objectives of this campaign. (2)

▪ To create a public platform on which urban and rural craftsmen could display and sell their work.

▪ To create opportunities for skills transfer for the craftspeople.

▪ To create publicity and a communication programme for the campaign.

3. Describe from the case study FOUR PR functions performed by the PR agency. (4 x 2) (8).

▪ The agency handled the design and production of posters, pamphlets, advertisements in newspapers and the official programme. (Production)

▪ The radio and print advertisements were organised. (Media liaison)

▪ The agency organised the official opening function. (Special events)

▪ Compiled questionnaire for exhibitors to measure feedback. (Research)

4. What is meant by skills transfer opportunities? (1)

Skills transfer opportunities mean that craftsmen and women can teach unskilled people crafts and create jobs and generate an income.

5. Identify marketing activities from the case study. (2)

Marketing include advertising in various media to market the craft fair and draw visitors.

6. Identify publicity benefits from the case study. (2)

Publicity benefits were 41 editorial exposures, 23 minutes of radio and TV airtime to attract more than 8000 visitors to the fair during its five day run.

7. Identify advertising actions in the case study. (2)

Marketing was done via ads on posters, pamphlets, in newspapers and on radio.

8. How was feedback obtained about the campaign? (1) By means of a questionnaire.

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Module 2 - Role and position of Public Relations

Activity 1 - Capitec Bank: Total: 10p

1. What type of service does Capitec Bank offer? (1)

Capitec offers banking / financial services and solutions.

2. Who are the stakeholders of Capitec Bank in your opinion? List any FOUR. (4)

A stakeholder is a person, group or organization that has an interest or concern in an organization.

Stakeholders of Capitec can include creditors, directors, staff, government, owners (shareholders), suppliers, unions and the community from which the bank draws its resources.

3. Why do you think does Capitec Bank have rural and urban branches? (2)

They want to reach target markets in the rural and urban areas. They offer services that help clients manage their banking and money themselves as far as possible, so that they don't need to visit a branch too often. Their branches are mainly situated on main commuter routes and in malls, so clients can go into a branch while going about your daily errands.

4. Motivate why you think that they should have an internal PR department. (3)

▪ Internal PRP of Capitec have inside knowledge of the bank’s services, products and key staff.

▪ Better communication and teamwork is possible with management and colleagues.

▪ Problems and projects can be dealt with more speedily and effectively.

▪ The PRP is always available to other departments and staff.

▪ When a crisis occurs then he/she can act as a spokesperson or liaison with the media.

▪ Employing full-time PRP may be more economical than hiring external agencies and consultants

Activity 2 - PR agency: Total: 15p

You are the owner of a PR agency. You heard that the local college is looking for a PR agency to assist them to organise events to create awareness of the college in the community.

1. Create an advertisement to advertise your agency’s services (use AIDA principles). (8)

This will be learners’ own creative work. Their advertisements should demonstrate techniques to capture attention, create interest, evoke desire and action from the readers.

2. Give a brief outline of costing for the PR services for a period of three months. (4)

▪ Agency can charge a basic service fee plus monthly billing for staff time on an hourly basis

▪ Monthly service fee plus charges for extra services e.g. organising events & cost thereof/

▪ Straight hourly charges are not recommended as it may be very costly to the client/ college.

3. What are the disadvantages of being an external PR agency in this case? (3)

▪ External consultancy services can meet with opposition/ negativity within the organisation.

▪ It can be costly depending on the type of expertise/ services needed.

▪ Consultants may lack understanding of the inside workings of the college e.g. training courses.

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Module 3 - The Public Relations Practitioner (PRP)

Group or individual activity PR Agency owner: Total: 40p

1. Outline SIX core personal & business skills required for a PR agency owner. (6)

Select any suitable skills from heading 3.1.

2. Outline FOUR personal characteristics/traits the PR agency owner will need. (4)

Select any suitable traits from heading 3.2.

3. Describe the general appearance of the practitioner. (What is acceptable or not.) (5)

Select any appearance criteria from heading 3.3.

4. Describe the frontline information the agency owner should have of the community college. (5)

▪ Mission, policy and history of the college

▪ Corporate long- and short-term goals

▪ Services/ study offerings

▪ Organizational structure and staff contact details

▪ Stakeholder list and important community members’ contact details

▪ Instructions for communication media

▪ Complaints and inquiries guidelines

▪ Organisational publications information

▪ Information about special events such as open days or sports days.

▪ Corporate social responsibility and community involvement

5. Write down FIVE methods the agency owner can use to be more time-effective. (5)

Select time management guidelines from heading 5.

6. List any FIVE ways the agency owner can use to deal with stress factors in her work. (5)

Select stress management guidelines from heading 6.

7. Describe THREE technology techniques she can use to promote the college’s services. (3)

Select technology techniques from heading 7.2. (E.g. Internet, websites, social media sites etc.)

8. Which TWO network groups would you recommend for the PRP to join in South Africa? (2)

Networking groups such as PRISA, NAWBO, NBI (National Business Institute) etc.

9. Why is it important for the PRP to join network groups as an agency owner? (2)

To promote the business, have a support group, find clients and stay informed of current issues.

10. List THREE guidelines for her to apply to develop better PR relations with clients. (3)

Select any guidelines that are applicable from the list e.g. the customer always comes first!

Activity 2 - Western Cape Education Department PR vacancy – Total: 30p

1. Identify FIVE external PR duties listed in the advertisement. (5)

▪ Align external communication communications to department strategies.

▪ Take responsibility for crisis management. (can be internal or external)

▪ Organise events to liaise with external target groups.

▪ Manage media relations with external communications agencies.

▪ Develop PR programmes and social responsibility projects. (External)

2. Identify FIVE internal public relations duties listed in the advertisement. (5)

▪ Ensure internal communications is aligned to department strategies.

▪ Manage training programmes for staff.

▪ Manage social networks and the department’s website.

▪ Manage internal newsletters and communications.

▪ Develop PR programmes. (Internal)

3. Identify THREE communication skills and motivate its necessity for the position. (3 + 3 = 6)

▪ Knowledge of communications and media relations to use various media and PR techniques.

▪ Communication Skills in two official languages to deal with different groups

▪ Fluent verbal communication skills to liaise with staff, media &public.

▪ Written skills to write press releases or other PR communications.

4. Motivate why the PRP will need to have knowledge and understanding of diverse cultures. (2)

Should communicate & liaise respectfully with diverse cultures in consideration of various customs.

5. Motivate why MS Office skills are needed. Give examples of tasks to produce on this medium. (4)

▪ MS Office skills to use Word to type media releases or internal newsletters

▪ MS Excel skills to capture statistics for databases

▪ MS Outlook to manage emails, public liaison and diary/ event management for the department

▪ Preparing PowerPoint presentations for training manuals or PR projects for stakeholders.

6. Motivate why the PRP will need to manage social networks and the department’s website. (3)

The PRP should coordinate new information for distribution via social networks such as Twitter/ Facebook. These networks are valuable to inform the stakeholders about government news as well as to obtain valuable feedback from the public by means of comments/ tweets or photos:

|Follow Us: |

|Steps |Description (Organising a banquet for 60 guests) |Tick |

|1. Identify objectives |Banquet for inauguration of engineering department | |

|2. Set suitable date |26 February (year) | |

|3. Determine event format |Formal banquet/ evening meal for 60 people | |

|4. Identify suitable venue |Large conference room at local hotel | |

|5. Identify accommodation |Not applicable as people will not stay overnight | |

|6. Equipment and special items |Flower arrangements, music, microphones, décor etc. | |

|7. Organise catering |Drinks on arrival and sit-down catering service for 60 | |

|8. Organise travel arrangements |Guests will use own transport to local hotel | |

|9. Identify suitable speakers |The Principal may act as the master of ceremonies/ The mayor may be asked to also say | |

| |a few words | |

|10. Draw up the guest list |Include mayor, departments heads, staff & other guests | |

|11. Register delegates (guests) |Guests will we welcomed and shown the seating plan | |

|12. Select suitable theme |Theme will support inauguration of the new department | |

|13. Draw up program/ timelines |Provide time for all speeches and serving food | |

|14. Draw up social program |Not applicable for the banquet | |

|15. Arrange plant or site tour |Not applicable, required for e.g. factory tours | |

|16. Organise printed material |Table plans, table name cards and menus etc. | |

|17. Determine budget |Catering and drinks, printing, contingencies etc. | |

|18. Arrange publicity (media) |Article in local newspaper, college website/ social media | |

|19. Follow-up procedures |Feedback to mayor & staff, settle accounts etc. | |

|20. PR practitioner’s events kit |Kit contains handy tools in case of need | |

Module 11 – Mass media communication

Activity 1 – Modern technology: Total: 20p

1. Briefly describe FIVE ways that the PRP can use her cell phone for work purposes. (5)

▪ Making phone calls, sending and receiving text messages (sms’s)

▪ Skyping with clients during meetings

▪ Sending and receiving emails

▪ Internet banking transactions

▪ Taking photos or videos etc.

1. Briefly describe FOUR ways that the PRP can use her IPad for work purposes. (4)

▪ Giving presentations to clients

▪ Presenting material such as sales brochures, projects, reports etc.

▪ Accessing desktop files

▪ Sending and receiving emails

▪ Making phone calls, sending and receiving emails

▪ Operating it as an external monitor

▪ Reading or doing research

▪ Internet banking transactions

▪ Organising schedules such as meetings

▪ Managing social media like Facebook for business purposes

▪ Taking photos or videos etc.

2. Briefly describe FIVE ways that the PRP can use her computer for work purposes. (5)

▪ Creating various work related documents like marketing brochures, reports etc.

▪ Marketing business products via the company’s website or social media.

▪ Accessing the internet and different software like Skype to have meetings with clients.

▪ Sharing photos and videos with clients for business purposes.

▪ Doing research via the Internet for various business projects.

▪ Organising schedules such as meetings, deadlines etc. on Outlook

▪ Accessing E-learning and assisting with training of staff.

▪ Doing Internet banking transactions

▪ Managing social media like Facebook, LinkedIn etc. for business purposes

3. Briefly describe FOUR ways that the PRP can use her printer/ scanner for work purposes. (4)

▪ Designing and printing various documents e.g. business cards, house journals, photos etc.

▪ Doing digital archiving that makes and saves digital copies of hard copy documents.

▪ Scanning important documents for business purposes.

▪ Faxing various documents.

4. Briefly describe TWO ways the PRP can use her flash drive for work purposes. (2)

▪ It can be used for copying, storing and transferring data, videos and music.

▪ You can run portable applications from a USB flash drive e.g. presentations.

▪ You can install pre-packaged applications such an audio player, an antivirus utility etc.

▪ Can use it to connect to a wireless network.

Activity 2 - Matching different news types: Total 10p

| |

|You are the Pick n Pay PRP and you have to manage the media. |

|Match the most suitable news type in column B with the description in column A. |

|Write down A-F to match against 1-6. |

|Column A |Column B |A - F |

|1. Brief news on the outcome of the Cape Argus and Pick n Pay Cycle Tour |A. Hard news |B. Soft news |

|2. CEO’s interview on TV as to how the Pick n Pay Small Business Incubator can assist small |B. Soft news |E. Feature article |

|black business people to become suppliers in the retail industry | | |

|3. Full story about the vision, history and contributions of the Ackerman Pick n Pay |C. Promotional news |D. Interpretative news |

|Foundation to the community | | |

|4. Valentine’s Day competition promotion with prizes to win at all outlets |D. Interpretative news |C. Promotional news |

|5. Armed robbery at a Pick n Pay wounding an employee |E. Feature articles |B. Hard news |

Activity 3: Mass media categories and target market: Total: 12p

1. Electronic media such as websites and Internet for online shopping for Pick n Pay customers.

2. Print media advertisement for the Women’s Walk event in magazines or newspapers.

3. Use print media, electronic and New Age media like newspapers, TV, radio & websites etc.

4. Use print media (newspapers/ magazines), electronic (TV/ radio) website and social media.

5. Use print media (newspapers) electronic (TV/ radio) and social media.

6. Use print media, electronic and New Age media like newspapers, TV, radio & websites etc.

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|1. |4. |

|2. |5. |

| |6. |

Activity 4: Newspaper structure, categories and columns - Total: 20p

1. Who is responsible for printing the newspaper? (1)

The publisher

2. Who writes and edits the editorials of the newspaper? (1)

Editorial page editor or Editor

3. Who is the head of the news staff (other editors) at a newspaper? (1)

The Managing editor

4. How are the different types of news obtained for a newspaper? (1)

Reporters send news to the different editors (e.g. sport reporter reports news to the sports editor).

5. Where are the breaking news usually featured in a newspaper? (1)

On the front page of the newspaper

6. Which publication method is used to produce newspapers? (1)

Desktop publishing (DTP) is the production of printed matter by means of a printer linked to a desktop computer using special software. The system enables reports, advertisements etc. to be produced economically with page layouts and print quality similar to that of typeset books.

7. Pick n Pay’s Small Business Incubator news can be suitable for which newspaper column? (1)

The business column

8. In which column would you find news about the Cape Argus, Pick n Pay Cycle Tour? (1)

The sports column

9. You want to advertise the Pick n Pay’s Women’s Walk Port Elizabeth. Which category, column and specific newspaper would you select to best reach the target market of this area? (3)

Eastern Cape regional newspaper such as The Herald and would place it in the sports column.

10. Why do you think does Pick n Pay’s sponsor the above event? (2)

They want to show that they support the fight against cancer. They are also promoting their reputation and image among women as many of them are Pick n Pay customers.

11. In which newspaper category would you advertise to draw entrants for; National Share your Memorable Dad Moments to Win Competition. Write down THREE suitable newspapers. (3)

National newspaper category: Rapport, Sunday Times, Sunday World and the Sunday Sun.

12. The manager of the Paarl store won the Manager of Year Award. Which category and specific newspaper would be best suited to advertise this news? (2)

Regional urban newspaper like the Paarl Post

13. Give TWO advantages of using newspapers as a media for Pick n Pay? (2)

▪ Can reach many readers at an economical cost per reader

▪ Is geographically selective (national, regional and urban newspapers)

▪ Published on regular basis thus very suitable for advertising

Activity 5: Magazines - Total: 20p

1. Target readers for: Offroad & Adventure SA, Drum, Entrepreneur and Golf Digest? (4)

▪ Offroad & Adventure SA: 4 x 4 enthusiasts, quad bikers, off road bikers & car adventurists

▪ Drum: Main focus is on African females but also female of other ethnic groups

▪ Entrepreneur: Business owners/ executives of different types of enterprises

▪ Golf Digest: Golf enthusiasts or other sportspeople

2. Describe the contents of the above publications for their target readers. (4×2) (8)

▪ Offroad & Adventure SA: Off road racing, competitions and articles about cars/ bikes etc.

▪ Drum: Feature articles about fashion, beauty, entertainment, adverts etc.

▪ Entrepreneur: Each issue has inspiring local success stories that readers can learn business lessons from, with reference guide articles that offer actionable steps entrepreneurs can implement immediately. Local and international experts cover a broad range of business issues.

▪ Golf Digest: Covers expert golf equipment reviews, golf course reviews, golf tips, golf news etc.

3. Why do you think do magazines use famous people on their covers? (2)

Famous people on covers draw the eye and entice people to buy the magazine to read.

4. Which specialised magazines would be suitable to advertise Pick n Pay’s Women’s Walk? (2)

Magazines covering female topics: Sarie, Fair Lady, Marie Claire, Cosmopolitan etc.

5. Which two magazines are useful for a business owner? (2)

Financial Mail, The African Professional, Hire SA, Entrepreneur etc.

6. Which two magazines are useful for a lifestyle enthusiast? (2)

Bicycling, House & Leisure, Longevity, Men’s Health, SA Country Life, Weigh Less etc.

Activity 6: Radio Services - Total: 10p

1. Which national SABC radio station broadcasts in the Eastern Cape? (1) Radio Algoa

2. Which TWO regional radio stations in Gauteng are aimed at the black youth? (2)

Metro FM and Kaya FM

3. In which province does OFM broadcast? (1) Free State

4. Radio is broadcasted in how many languages in SA? (1) 11 Official languages

5. Why would you choose SABC 1 to broadcast certain information? (2)

Most watched TV channel in SA/ broadcasts in many languages/ covers news, sport & entertainment.

6. Which TV channel would you use to broadcast educational information? (1) Mindset Learn

7. Name ONE television entertainment channel in Afrikaans. (1) Kyknet

8. Give ONE disadvantage of TV. (1)

▪ Can be a passive, anti-social medium in certain circumstances

▪ Can be expensive and time consuming as TV slots are booked in advance

▪ Constant watching can be harmful to health and eyesight

▪ Adult/ scare scenes can have a negative impact on a child’s mind-set

Activity 7: Using New Age Media – Total: 30p

The Raymond Ackerman Academy

1. At what level and on which topic does The Academy offer educational programmes? (2)

Post-matric level in entrepreneurial development

2. What is the aim of the course? (2)

Empowering young people on their entrepreneurial journey while developing their business and life skills

3. Why is the course said to be “practical”? (2)

The course is practical as it develops new business skills and builds on the existing skills of students.

4. What is the main focus of the academy and why do you think does Raymond focus on this? (4)

The Academy strives to help young people rise above their social, financial & academic constraints to achieve a quality education in entrepreneurship. He is an entrepreneur and enjoys empowering others.

5. How can the students use E-commerce to improve their studies? (2)

Students are encouraged to obtain books from on-line bookstores like or Expedia.

6. What service provider can SA students use to gain access to the Internet for their studies? (2)

Google (others listed are not local)

7. How can students use Dropbox for their assignments? (2)

Students can use Dropbox to send e.g. assignments or documents via a PC, tablet or cell to lecturers.

8. Name TWO educational search engines students can use to find info for their assignments? (2)

Wikipedia or Academic search or specific topic educational websites/ search engines.

9. Briefly explain how the students & The Academy lecturers can use Facebook and LinkedIn? (4)

Facebook and Linked can help lecturers and students towards active learning and sharing on educational topics. The social networking sites may provide a forum for extending traditional classroom learning and enabling users to join groups that match individual educational interests.

10. How can academic staff use a blog on the academy’s website to communicate with students? (4)

Academic staff can create an edublog. It is a blog created for educational purposes. Edublogs support student and teacher learning by facilitating reflection, questioning by self and others. Blogs can be useful tools for sharing info and tips among co-workers, providing info for students, or keeping in contact with parents. Educators who blog are sometimes called edubloggers. The academic staff can update these blogs regularly relating to different educational topics being dealt with.

11. How can The Academy use YouTube to assist students with their assignments? (2)

Educators can load educational videos for learners to watch & learners can upload educational projects with video material on YouTube for assessment. YouTube and Vimeo are two platforms for web-based video hosting & sharing sites that are expanding the reach of teaching, learning & research.

12. Find out how Flickr and Digg can be used by a company’s PR person? (2)

What is Digg? It is a news collector that selects stories specifically for the Internet audience such as science, trending political issues and viral Internet issues. Digg features the best articles, videos, and original content that is current on the web. The PRP can use this to stay current on various issues.

What is Flickr (Flickris)? It is a popular photo-sharing and hosting service. It supports an active group where people share and explore each other's photos. You can share and host hundreds of your own pictures on Flickr for free. The PRP can use this service to share photos with staff or stakeholders.

Module 12 - Liaison with the media

Activity 1 – Media release evaluation - Total: 20p

1. What type of news category is this? (2) Soft news

2. Give the names of a regional and community newspaper you can publish this news in. (2)

Regional: Cape Argus and Cape Times

Community: Various newspapers available such as Paarl Post, District Mail, Tygerberger etc.

3. Use formula 1 and answer each question from the information given. (6 + 6) (12)

FIVE W’s & ONE H formula

▪ Who: The chairman of Business Against Crime (BAC).

▪ What: Western Cape Business Against Crime supports Nicro programmes especially the Whistle Week campaign planned for September.

▪ When: During September.

▪ Where: In the Western Cape.

▪ Why: Rising crime is a major threat to the Western Cape’s growth and development.

▪ How: Every law-abiding South African can purchase and use a Nicro whistle when they see criminal activities and together they can blow the devastating effect of crime off the face of SA.

4. Briefly explain what you think the role of NICRO in South Africa is. (4)

Source:

▪ They focus on crime prevention throughout South Africa.

▪ Offender Reintegration: Nicro offers support to offenders before they leave prison in order to prepare them for going back into the community. Guidance is given to the families of offenders.

▪ Diversion services: A diverted offender typically avoids a trial and is referred to a programme instead. Both adults and children are eligible for diversion services.

▪ Non-custodial sentencing: It allows an offender to retain his employment and remain in the family home. The loss of social support and the stigma of imprisonment are avoided. NCS offenders are found guilty and they receive a criminal record. NCS is an option for both adults and children

Activity 2 – Media release evaluation - Total: 40p

1. What type of news category is this? (2) Promotional or informational news.

2. Give the names of a regional and national newspaper you can publish this news in. (2)

Any regional newspaper: E.g. Cape Times. National: Rapport or Sunday Times etc.

3. Use formula 1 and answer each question from the information given. (6 + 6) (12)

FIVE W’s & ONE H formula

▪ Who: Earth-loving people worldwide.

▪ What: Earth Hour is the biggest environmental awareness campaign.

▪ When: Every last Saturday of March (annually)

▪ Where: Worldwide/ across the globe.

▪ Why: To create environmental awareness and encourage people to pledge their promise to the planet and become “green” superheroes.

▪ How: Switch off lights during Earth Hour. It is a “visible” act showing we care about our planet.

4. Name TWO magazine types that may publish this news (2) Mass & specialised magazines

5. Name one national, one regional and one community radio service to broadcast this event. (3)

Learners can select any service of their choice. (See module 11 – Heading 8.7)

6. Name TWO TV services that can carry this news? (2)

E.g. SABC 1-3, MNet, Kyknet, News24, . Etc.

7. Name any FIVE new age media that can be used to create awareness of this event. (5)

▪ Internet/ websites/ emails

▪ E-Forums

▪ Facebook

▪ Twitter/ YouTube etc.

8. Choose an environment project that you would like to make your community aware of. Use formula 1 to write a brief news release that you can send to your local newspaper. (6 + 6) (12)

Evaluate the news release to see if the FIVE W’s & ONE H formula questions were answered clearly.

Activity 3 – Questions on media liaison - Total: 30p

1. List SIX methods of media liaison. (6)

▪ Press or media releases

▪ Feature articles

▪ Media conferences or events

▪ Public functions for the media

▪ Media visits

▪ Media enquiries

2. Name the FOUR reference information required for a news or media release. (4)

▪ Title/ flag for the story and current date.

▪ Reference number (for easy identification).

▪ Name and address of organisation issuing the release.

▪ Name and contact details of contact person (to obtain further information if required).

3. Briefly describe what an embargo is. (2)

An embargo requests the recipient of a news release to withhold publication until a stated date & time.

3.1 Write down the words of an embargo (4)

This information is sent in advance for your convenience (reason for embargo e.g. info to remain confidential until embargo date). It is not for publication before (e.g. 11:00 on Friday, 10 April 20..).

4. Describe the differences between a media release (MR) and a feature article (FA) (5 + 5) (10)

▪ FA is planned and about a specific topic. MR is incidental and hard or soft news.

▪ FA is longer than news reports. MR contains only essential facts.

▪ FA: 1st paragraph doesn’t contain all the info. MR is brief & important facts are in 1st paragraph.

▪ FA is exclusive & supplied to only one media source. MR can be supplied to many sources.

▪ The writer's name is usually given with a feature article.

▪ FA includes descriptive language and interesting facts. MR is brief and concise.

▪ FA is used as reference source due to detailed info. News reports only contain essential info.

5. List FOUR types of media visits (4)

▪ Radio media tour (RMT)

▪ Satellite media tour (SMT)

▪ Talk show appearance

▪ Broadcast announcement

▪ Visit to editorial boards

Module 13 – Photographs as Public Relations tools

Activity 1 – Photographs – Total: 20p

1) Answer the questions about the anti-tobacco advertisement:

[pic]

1.1 What are they trying to tell you with this photograph? (1)

It conveys that smoking is as dangerous as a bullet but will take longer to kill you than a bullet.

1.2 Who is the photograph aimed at? (1)

Smokers (anti-tobacco campaign)

1.3 Does the advertisement comply with AIDA principles? Motivate your answer (4 + 4) (8)

▪ The image of the bullet draws the reader’s attention.

▪ The words; “Want Help?” “Quick / slow” captures the interest to read further.

▪ Realising that tobacco is a slow way to die can cause readers to have the desire to stop smoking.

▪ Smokers are advised to take action by phoning Smokeline if they need help to stop smoking.

2. List FIVE uses of photographs? (5)

▪ Press and magazine publicity

▪ Organisational Publications

▪ Organisational Advertisements

▪ Exhibition or events

▪ Records function

▪ Gift/promotions

▪ Decorative function

3. What are Instagram and Pinterest? (3)

It’s an online mobile photo-sharing, video-sharing and social networking service that enables users to take pictures/ videos and share it on of social networking sites like Facebook, Twitter, Tumblr, Pinterest and Flickr.

4. Briefly explain how photographs can be used for the house journal? (2)

▪ The house journal is an employee newspaper and contains social and business news.

▪ Photos of staff members being promoted, receiving awards for special achievements or playing sport can feature in the house journal to make it interesting.

Activity 2 - Photographs

1. What is a scoop photo? Give an example.

A scoop photo is one that is unusual and is exclusive. It is sometimes dramatic and unplanned, for example, an aeroplane crashing into a building or a major explosion.

2 What type of establishing shot photos would you take of the Cape Town Waterfront if you want to advertise this venue to overseas tourist on the Cape Town tourism website?

Take a photo to capture the overall image of the Waterfront. (360 degree landscape photos)

3. How can Foschini use product photos in their advertisements?

They can have photos of models with their latest range of clothing and accessories

4. Foschini opened a new branch and you want to take key personality photos. Who would you include in this photo for the Foschini website?

You will take photos of the managerial, sales staff and of the opening ceremony event at the branch.

5. You also want to include the Foschini sales staff in the photos. What type of photos would you take to show the staff at work in the new shop?

Take photos of staff/ people at work in their departments dealing with customer would be best suited.

6. Give an example of an action sequence video you can use for training staff at Foschini.

Any suitable examples: Videos to show how to set up product displays/ To teach beauty staff make-up techniques.

Activity 3 – Photos and videos

1. How can you share digital photos and videos?

Digital photos/videos can be shared electronically via PC’s, websites, cell phones & media platforms.

2. What is Livestream and how can you use it?

Livestream is a live streaming video platform that allows users to view and broadcast video content using a camera and a computer through the internet.

3. On which sites can a PRP share good quality images for business purposes?

Use image sharing platforms such as Flickr, Pinterest and Photobucket to gain visibility.

4. On which sharing sites can you upload video images?

You can upload it to video sharing sites, for example, YouTube, Pinterest, Vimeo, Flickr etc.

5. How can the PRP use a RSS feed for a business blog?

PRP can used RSS feed (Really Simple Syndication) to publish frequently updated info, news headlines, educational courses or relevant videos on the college blog.

6. What does photo copyright entail?

Copyright belongs to the photographer who took the photo, except if there’s an agreement between the parties. The negatives belong to the photographer and additional orders can be ordered from him/her.

Activity 4 – World Rhino day – Total: 14p

Read more:

1. What is the objective of the image of the rhino and the information? (Image A)(2)

It conveys to readers how organised rhino poachers are and to them make aware of how endangered rhinos are. Also that poaching is a major problem in SA due to the demand for rhino horns.

2. Why do they want to create an awareness of World Rhino Day? (Image B) (2)

It is to make people aware worldwide of the Rhino’s plight and to raise funds for protecting the rhinos from poachers who are killing rhinos into extinction.

3. How long does it take from killing the rhino to the horns being in Hanoi? 48 hours.

4. Who are the people creating a demand for rhino horn? (2)

Mostly Asian countries like Vietnam (Hanoi).

5. Why do you think do these people want to buy rhino horns? (2)

Rhino horn is increasingly used as a status symbol amongst the Asian wealthy elite, in business deals and social gatherings, where rhino horn is ground to a powder, mixed with water and drunk. It is also used for non-traditional purposes such as a miracle cancer cure and a body detoxifier following excessive consumption of alcohol or rich food.

6. How do you think can we stop rhino poaching? (2) Own answer – mostly by means of education that rhino horn is composed primarily of a protein called keratin, the same substance that makes up human hair and nails. Thus is does not contain any enhancing or medical properties.

7. Write a suitable caption for the picture that will draw the reader’s attention. (2)

Own choice, but something to shock and make them read and think: E.g. Rhino death line/ date

8. How will the sales of bracelets help the rhino? (2)

The sales will help to raise funds to fight rhino poaching and help with rhino conservation.

Module 14 – Corporate image and identity/ branding

Activity 1

|Identify suitable answer in column B for description in column A. |

|COLUMN A |COLUMN B |ANSWER: A-F |

|1. |Clients’ impression of an organisation |A) corporate climate |C - Image |

|2. |Method of doing things in an organisation |B) corporate logo |D - Culture |

|3. |How staff experience the organisation |C) corporate image |A - Climate |

|4. |How the organisation is seen by clients |D) corporate culture |F - Identity |

|5. |Specific symbol associated with organisation |E) corporate slogan |B - Logo |

|6. |Serves as of sales/ branding message |F) corporate identity |E - Slogan |

Activity 2 – Research activity for learners - Assessors need to evaluate the comparative activity based on learner findings for 1-8. Evaluate their research as well as the information gathered when they visited the premises of these companies.

|Activity 3: Match the brand (A) with the correct corporate slogan (B). |

|Brand name |Corporate slogan |Answers: A-J |

|1. | |Get in. Be moved. |K - The Ultimate Driving |

| | | |Machine |

|2. |[pic] |Moving Forward |H - DRIVE THE CHANGE |

|3. |[pic] |How can we help you? |E - Go Further |

|4. | |MAKE THINGS HAPPEN |A - Get in. Be moved. |

|5. | |Go Further |B |

| | | |Moving Forward |

|6. | |Good Food. Good Life. |C - How can we help you? |

|7. | |Power to You |D |

| | | |MAKE THINGS HAPPEN |

|8. |[pic] |DRIVE THE CHANGE |F - Good Food. Good Life |

|9. |[pic] |Way Better |J - the difference |

|10 |[pic] |the difference |I - Way Better |

| |[pic] |The Ultimate Driving Machine |G – Power to You |

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