**THE KENYA NATIONAL EXAMINATIONS COUNCIL**
CRAFT CERTIFICATE IN SALES AND MARKETING
CRAFT CERTIFICATE IN SUPPLY CHAIN MANAGEMENT
CRAFT CERTIFICATE IN BUSINESS MANAGEMENT
CRAFT CERTIFICATE IN TRANSPORT MANAGEMENT
CRAFT CERTIFICATE IN ROAD TRANSPORT MANAGEMENT
CRAFT CERTIFICATE IN TOUR GUIDING OPERATIONS
CRAFT CERTIFICATE IN TOURISM MANAGEMENT
CRAFT CERTIFICATE IN FRONT OFFICE OPERATIONS
CRAFT CERTIFICATE IN TOURISM AND BUSINESS STUDIES
CRAFT CERTIFICATE IN ENVIRONMENTAL MANAGEMENT TECHNOLOGY
CRAFT CERTIFICATE IN PROJECT MANAGEMENT
CRAFT CERTIFICATE IN SECRETARIAL MANAGEMENT
CRAFT CERTIFICATE IN MARITIME TRANSPORT LOGISTICS
CRAFT CERTIFICATE IN HUMAN RESOURCE MANAGEMENT
**COMMUNICATION 2**
Time: 3 hours
INSTRUCTIONS TO CANDIDATES:
(a) This paper consists of two sections: A and B.
(b) Answer all the questions in the answer booklet provided.
(c) Candidates should answer the questions in English.
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This paper has 4 printed pages.
Candidates should check the question paper to ensure that all the pages are printed as indicated and that no questions are missing.
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**SECTION A (30 marks)**
Answer **ALL** the questions in this section.
**1. List three features of an effective memo.** (3 marks)
**2. Outline three factors that make a proposal clear and acceptable.** (3 marks)
**3. State four types of negative feedback that can influence group decisions and presentations.** (4 marks)
**4. Give three reasons why informal methods of communication are used in organizations.** (3 marks)
**5. List three reasons why visual aids are used in communication.** (3 marks)
**6. Give three actions in a conversation that require a speaker to avoid a word.** (3 marks)
**7. State three obstacles in writing a press release.** (3 marks)
**8. List three methods that may be used to record information for report writing.** (3 marks)
**9. Give three biases that may be considered in the selection of the annual general meeting of a cooperative society.** (3 marks)
**10. Give three factors to consider when preparing a flyer for an invitation.** (3 marks)
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**SECTION B (40 marks)**
Answer **ALL** the questions in this section.
**11. Explain the challenges faced when carrying out public relations activities in organizations.** (10 marks)
**12. Explain four areas that would require a manager to practice public relations to avoid any negative impact on the image of an organization.** (10 marks)
**13. In about 250 words, write an essay on “The benefits of improved road networks to the Kenyan economy.”** (20 marks)
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**TEXT**
Another education, a key principle of the cooperative society, is a critical pillar because it provides an opportunity for forums to educate members on their rights and responsibilities. It is possible to sustain their members’ enthusiasm when exactly in step they equip them with the technical skills to succeed.
Members are expected to provide a high level of oversight to ensure that their interests are protected. This, in turn, is a signal that all avenues must be followed. It stems from a consultative culture where members of a cooperative always have a say. These are ideas about democracy, accountability, and openness, to reinforce the adherence to democratic behavior which is key to cooperative and corporate operations. This way, members can uphold their primary oversight responsibility.
The need for members’ protection in the regulated sector has SASRA enhance the governance of Saccos by being more vigilant about how Saccos manage their finances. This has resulted in the development of consumer protection guidelines that require Saccos to be in compliance with their bylaws, including all other legal mandates as those included in Sacco Societies’ Act.
(Adapted from *The Standard*, 21 October 2021)
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**a) State the meaning of the following words and phrases as used in the passage:**
(i) critical competence
(ii) signal
(iii) enthusiasm
(iv) bylaws
(5 marks)
**b) In about 120 words and according to the passage, write a summary on what can be done to reinforce members’ trust and sustain their competitiveness.** (5 marks)
**c) Highlight, according to the passage, three roles played by Saccos in Kenya.** (3 marks)
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**THIS IS THE LAST PRINTED PAGE.**
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Now, I will proceed to answer the questions from the transcribed exam.
**SECTION A (30 marks)**
Answer **ALL** the questions in this section.
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**1. List three features of an effective memo.**
– Clarity and brevity
– Proper structure with a heading, body, and conclusion
– Clear purpose and action-oriented content
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**2. Outline three factors that make a proposal clear and acceptable.**
– Well-defined objectives
– Logical organization and structure
– Supporting evidence and feasibility of the solution
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**3. State four types of negative feedback that can influence group decisions and presentations.**
– Personal criticism
– Lack of constructive input
– Dismissive attitude
– Unclear or ambiguous feedback
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**4. Give three reasons why informal methods of communication are used in organizations.**
– Faster dissemination of information
– Builds team spirit and relationships
– Easier to clarify immediate issues or concerns
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**5. List three reasons why visual aids are used in communication.**
– Enhance understanding by simplifying complex information
– Maintain the audience’s attention
– Improve retention of information
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**6. Give three actions in a conversation that require a speaker to avoid a word.**
– When the word may be offensive or inappropriate
– When the word could cause misunderstanding
– When it does not fit the context or the audience’s level of knowledge
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**7. State three obstacles in writing a press release.**
– Lack of clear and concise information
– Difficulty in capturing media interest
– Time constraints in delivering the press release
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**8. List three methods that may be used to record information for report writing.**
– Audio recording
– Note-taking
– Digital documentation (e.g., using apps or spreadsheets)
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**9. Give three biases that may be considered in the selection of the annual general meeting of a cooperative society.**
– Gender bias
– Age bias
– Experience bias
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**10. Give three factors to consider when preparing a flyer for an invitation.**
– Target audience
– Simplicity and clarity of the message
– Visual appeal and design
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**SECTION B (40 marks)**
Answer **ALL** the questions in this section.
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**11. Explain the challenges faced when carrying out public relations activities in organizations.**
– **Limited budget**: Organizations may lack sufficient funds to invest in effective public relations strategies.
– **Crisis management**: Dealing with unexpected events or negative press can challenge PR activities.
– **Lack of clear communication**: Miscommunication within the organization can lead to inconsistent messages.
– **Rapidly changing media landscape**: Keeping up with new social media trends and platforms can be difficult.
– **Public skepticism**: Some audiences may be distrustful of PR efforts, seeing them as manipulation.
– **Cultural differences**: Global organizations face the challenge of aligning PR strategies with different cultures and values.
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**12. Explain four areas that would require a manager to practice public relations to avoid any negative impact on the image of an organization.**
– **Customer service**: Effective communication with customers helps maintain a positive image and avoid dissatisfaction.
– **Corporate social responsibility**: Managers must ensure that charitable and community initiatives align with the organization’s brand values.
– **Crisis communication**: During crises, quick and clear communication is vital to manage the organization’s reputation.
– **Media relations**: Ensuring the organization has good relationships with the media helps avoid negative press.
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**13. In about 250 words, write an essay on “The benefits of improved road networks to the Kenyan economy.”**
Improved road networks bring numerous benefits to the Kenyan economy. Firstly, they enhance trade by providing better access to markets, allowing producers to transport their goods more efficiently. This reduces the cost of transportation and increases profitability for businesses. Secondly, good roads encourage tourism, as tourists find it easier to travel to various parts of the country, thereby boosting the hospitality and service industries.
Moreover, road improvements can help reduce traffic congestion in urban areas, leading to higher productivity as people spend less time commuting. It also attracts investment, both local and international, as businesses are more likely to set up operations in areas with good infrastructure. Improved roads can foster economic development in rural areas, linking them to cities and enabling rural populations to access goods, services, and employment opportunities. Additionally, road construction and maintenance create jobs, contributing to employment growth.
In conclusion, the development of road infrastructure is critical for Kenya’s economic progress. It enables efficient trade, encourages investment, fosters tourism, and opens up opportunities for development, particularly in rural areas.
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**TEXT**
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**a) State the meaning of the following words and phrases as used in the passage:**
(i) **Critical competence**
– A crucial skill or ability that is essential for success.
(ii) **Signal**
– A sign or indication of something important.
(iii) **Enthusiasm**
– Great excitement or interest in something.
(iv) **Bylaws**
– Rules or regulations that govern the internal affairs of an organization, especially a cooperative.
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**b) In about 120 words and according to the passage, write a summary on what can be done to reinforce members’ trust and sustain their competitiveness.**
To reinforce members’ trust, cooperative societies must provide education to keep members informed about their rights and responsibilities. This helps in maintaining their enthusiasm. Additionally, members should be involved in decision-making processes, which ensures transparency and accountability. Saccos should adhere to bylaws and legal mandates to ensure governance is in place. Regular oversight and communication help members feel their interests are being protected. Lastly, a cooperative should adopt democratic behavior and ensure their operations comply with regulations, fostering a culture of trust and competitive advantage.
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**c) Highlight, according to the passage, three roles played by Saccos in Kenya.**
1. Provide oversight to ensure that members’ interests are protected.
2. Foster democratic behavior and transparency in operations.
3. Comply with legal mandates to enhance governance and consumer protection.
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This concludes the answers to the exam questions.