Exam (elaborations)
DPR3702 Assignment 1 Semester 2 2023 - DUE 11 August 2023
- Course
- DPR3702 (DPR3702)
- Institution
- University Of South Africa (Unisa)
QUESTIONS WITH ANSWERS
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DPR3702 Assignment 1Semester 2 2023 - DUE 11
August 2023
lenovo
[COMPANY NAME] [Company address]
,DPR3702 Assignment 1 Semester 2 2023
1.1 Explain your understanding of the term “public relations in the industry”. Support
your answer with suitable examples. [5]
Public relations in the industry refer to the strategic communication efforts undertaken by
organizations to build and maintain a positive image and reputation among their stakeholders
and the public. It involves managing the dissemination of information, addressing concerns, and
fostering relationships with various stakeholders, such as customers, employees, investors,
media, government bodies, and the general public. The goal of public relations in the industry is
to create a favorable perception of the organization, its products or services, and its actions. It
also involves handling crises and managing any negative publicity that may arise.
Example: Let's consider a tech company that launches a new product. The public relations team
engages in media outreach, press releases, and social media campaigns to generate positive
coverage and excitement about the product. They also address any potential concerns or
misconceptions about the product, ensuring accurate information reaches the public.
1.2 Identify one South African campaigning organisation [1]
One example of a South African campaigning organization is "Greenpeace Africa." Greenpeace
is an international environmental organization known for its campaigns related to climate
change, deforestation, oceans, and other environmental issues. Greenpeace Africa specifically
focuses on environmental challenges within the African continent and advocates for sustainable
and eco-friendly practices.
1.3 Distinguish between pressure groups and campaigning organisations. [2] The
environment is one of the ten principles or focal points of the United Nations Global
Compact (UNGC). For more information on the principles, click on the hyperlink
below: You are the head of public relations at Dzomo La Mupo – a company name
which, in the Tshivenda language, means “the voice of nature” (or “the
environment”). The organisation fights for the protection of the environment. For
more information on the organisation visit the following website: You have been
tasked to propose campaign tactics that Dzomo la Mupo can use in their fight to
protect the environment.
Pressure groups and campaigning organizations are both advocacy groups that seek to influence
public policy, but they differ in their approaches and goals.
Pressure Groups:
, Pressure groups aim to influence decision-makers and government authorities directly.
They often engage in lobbying activities, such as meeting with policymakers or sending
petitions to advocate for specific policies or changes.
Pressure groups may represent the interests of a particular industry, community, or cause and
work to protect or promote those interests.
Example: The American Petroleum Institute (API) in the United States represents the oil and
gas industry and lobbies for policies favorable to the industry.
Campaigning Organizations:
Campaigning organizations focus on raising public awareness and mobilizing support for a
particular cause or issue.
They use various communication and advocacy tactics to create public interest and support for
their cause.
Campaigning organizations may organize protests, public events, media campaigns, and social
media initiatives to bring attention to their cause.
Example: Amnesty International is a campaigning organization that advocates for human rights
and conducts awareness campaigns to address human rights violations globally.
1.4 Murovhi Limited is a mining giant with operations in South Africa and beyond.
Workers of the Bambanani Progressive Mine Workers Union have been on a
protracted strike for two months over a wage dispute. Management and the union
negotiators have abandoned the negotiation table. As a public relations practitioner,
explain to both parties how they can use consensus-Oriented- public relations to
resolve their disputes. Provide practical examples to demonstrate your understanding
of consensus-oriented public relations. [6]
Consensus-oriented public relations involves finding common ground and seeking mutually
beneficial solutions to conflicts. As a public relations practitioner, you can help both Murovhi
Limited and the Bambanani Progressive Mine Workers Union resolve their wage dispute
through the following strategies:
Encouraging Open Dialogue: Facilitate a platform where both parties can express their
concerns, needs, and interests openly without confrontation. This can be achieved through
mediated negotiation sessions or facilitated discussions.
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