NAMIBIA UNIVERSITY OF SCIENCE AND TECHNOLOGY

FACULTY OF HUMAN SCIENCES

DEPARTMENT OF COMMUNICATION

QUALIFICATION: BACHELOR OF COMMUNICATION (HONORS) DEGREE

QUALIFICATION CODE: O8BHCO LEVEL: 8

COURSE: CORPORATE COMMUNICATION COURSE CODE: CCC 8115S

SESSION: JUNE 2016 PAPER: THEORY

DURATION: 3 HOURS MARKS: 100

FIRST OPPORTUNITY EXAMINATION QUESTION PAPER

EXAMINER(S) Ms WANJA NJUGUNA

MODERATOR: Ms UMBI KARUAIHE-UPI

INSTRUCTIONS

1. Answer ALL the questions.

Write clearly and neatly.

3. Number the answers clearly.

PERMISSIBLE MATERIALS

1. Pen

Rubber

3. Student I/D

N

THIS QUESTION PAPER CONSISTS OF 3 PAGES (Including this front page)

Question 1 Campaigns (40 Marks)

a) Define what a campaign is, why it is created and the three key ways a campaign accomplishes its

purposes.

b) There are various types of campaigns in the Corporate Communication/PR world. We learnt of six

types. With a local example of a campaign for each, mention and briefly explain five types of

campaigns.

c) Regardless of how you categorize a campaign, Newsom et al (2013) says that there are five

principles of successful campaigns. With examples, mention and briefly explain about them.

d) The elements of a successful campaign are categorized by five ‘E’s. Mention these five elements

and with local examples, briefly explain what role each plays for a campaign to succeed.

Question 2 Crisis Communication Case Study (40 Marks)

a) Mention and briefly explain what the five key components of a working definition of an

organisational crisis are.

b) In this part of the question, a true story from a local newspaper detailing companies that were

to be affected by a water shortage in the country in 2015 is used. However, the rest of the

information is for the purposes of answering the questions. The companies mentioned are

critical in Namibia in as far as the dealing with the ‘much loved meat’ in the country is

concerned. This information was not communicated in time and because of this, there was a

meat shortage crisis which affected the mostly “meat loving communities” in the country as well

as hotels, restaurants and hospitals, among others. With the knowledge you have on how to

deal with a crisis, mention five ways City of Windhoek would have avoided this crisis.

c) Post-crisis, mention the ten rules of dealing with a crisis as learnt in the course that City of

Windhoek should have used. Relate each rule to the ‘meat shortage’ crisis that hit Namibia

following the water crisis.

d) In dealing with the media after a crisis, we learnt about tips known as ‘do’s’ and ‘don'ts’ of

dealing with the media. Mention five each, relating them to the crisis mentioned in the story.

Story from The Namibian

Companies to be hit by water crisis Business | 2015-09-22 Page no: 14

by Chamwe Kaira

SIMONIS Storm Securities says the economic consequences of water shortages in Windhoek will have

spill-over effects and affect economic activity across the country, severely impacting water-

dependent and water-intensive industries and placing Namibia's strong GDP growth rate in jeopardy.

A report by the firm this week showed that Namibia Breweries is the biggest industrial consumer of

water in Windhoek.

Last week, Namibia Breweries reported that it used on average four litres of water to produce each

final product.

According to our valuation, they produced about 1,6 million litres of beer in Namibia. This boils

down to about 3,2 million units sold in Namibia for the year, the firm said.

The firm said if water restrictions are implemented in Namibia, Namibia Breweries will feel the

impact as they are heavily reliant on water supply.

The companies that will also be affected are Meatco and its Okapuka feedlot.

The feedlot at Okapuka currently holds about 9 000 cattle on a daily basis. Each animal drinks about

50 litres of water a day, which equates to 450 000 litres. The total capacity of the feedlot is about 11

000.

In the case of water shortages, the number of cattle held in the feedlot will have to be reduced to

match the water supply, or - in the worst case - shut down completely. This will then have a knock-

on effect on the Meatco abattoir, which is reliant on a steady supply of slaughter animals from

Okapuka, the report said.

The City of Windhoek is expected to begin enforcing water restrictions early next year as it becomes

evident that the dams will run dry in September next year.

The report went on to say if Namibia Poultry Industries was to cut back chicken production, it is not

impossible to think that this would lead to a severe shortage of chicken meat in the country and a

rise in retail prices for poultry.

It further said construction is a large user of water, and the large construction projects currently

underway exacerbate the problem.

It may be that certain construction projects will be delayed until water reserves are sufficiently

restored. All construction-related activities will be affected, from building supply retail outlets to

architects and engineers, it said.

According to NamWater, total annual water demand in the central region is approximately 31,8

million cubic metres, of which 25,6 million cubic meters are in Windhoek.

The report noted that the City of Windhoek will require about NS100 million to pump water from

one of the aquifers in the city.

After September next year, the City of Windhoek and NamWater will only be able to supply about

50% of the required water demand from boreholes, the reclamation plant and the canal from the

northern region, the report said.

http://www.namibian.com.na/index.php?id=142153&page=archive-read

Question 3 Public Relations vs Corporate Communications (20 Marks)

Public Relations and Corporate Communications have a lot of similarities but their objectives and

tactics are often quite different and sometimes conflicting. Define what each means and using the

project which you worked on as a group, list five differences for each between public relations and

corporate communications.