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.