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Semester 1

Introduction to Public Relations & PR

Techniques

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I. DefinitionWhat is Communication?

A two-way process where messages and information sent are just as important as those that are received.

What is the purpose of communication?Communication, if used properly, can be used to:

informeducate reassurepersuadeevoke sympathy of situations when they occur

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What is Public Relations?Public relations involves:1. A two way communication process between an

organization and its public2. Communication with a view to changing the mindsets

of the public in a certain directionTherefore, PR is:

A form of communication used to persuade or influence people using ethical means.

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Organization <-PR-> Public

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Organizations

Hospitals

Shops

Schools

Television

Radio

Public

Patients

Customers

Students

Viewers

Listeners

II. 3 progressive levels of Public Relations:

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1. AWARENESSThe message should reach the public.

2. ACCEPTANCE The public should agree with the message.

3. ACTION The public should act or interact accordingly.

A. ACTION B. ACCEPTANCE C. AWARENESS

III. Characteristics of PRPR is a receiver phenomenon. It is controlled not by

the sender but rather by _______________________.The most important aspect of PR is to focus on the

‘___________’ or in other words, the people who will receive the communication.

Public relations is the result of what you do, what you say and what ________ say about you.

The desires, interests and needs of each of the target public are different. ‘_____________’ these differences and communicating in an ‘effective’ manner is a vital skill of PR.

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the receiver / the audience

(key) public

others

Understanding

IV. Four types of Public Relations

1. Product Public Relations2. Employee Relations3. Government and Political

Relations4. Community Relations

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1. Product Public RelationsPurpose:

To educate certain audiences on the advantages of a product and persuade them to buy

Some methods used to launch or promote products:Organizing special eventsExhibitionsWindow displayMedia events such as press conferencesDistributing printed material such as pamphlets and

brochures

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2. Employee RelationsPurpose

To promote goodwill and increase productivity for the organization

Some used methods:Newsletters giving vital information on the activities of

the companyBulletin boards displaying and appreciating the

performance of employeesOrganizing special events like picnics for employees

and their familiesProviding incentives, like cash prizes or gifts, for

employeesOpportunities to continue education for employees and

their family members 10

3. Government and Political RelationsPurpose:

To create, maintain, protect and build the reputation of the party and have the public vote for them.

Some used methods: Making profitable policies for people Providing fee health servicesBuilding new roads, bridges, etc.

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4. Community RelationsPurpose:

To gain the goodwill of the community in which the organizations operate.

Some used methods: maintaining well developed parks in residential areascleaning and beautification drive involving the local

communitysetting up charitable dispensariessponsoring events such as cricket matchessetting up public librariesraising funds in the case of natural calamities such as

floods, earthquakes etc.

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7 steps in Public Relations for New Entrepreneur1. Prepare your ____________2. Indentify your ____________ factor3. Create ____________ media list4. Put together ____________5. Create media ____________6. Mail-out and ____________7. ____________

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introduction

unique

media

press release

kits

follow up

Socialize

Suggestions to prepare for your public speaking: 1. Place rehearsal time on __________. Once it's on

your schedule, it's harder to take off.2. If you don't like a big crowd, ________in front of a

smaller group.3. Practice the toughest questions.4. Work on both style and content.5. Use video, even if it's a "flip" type camera so you can

watch yourself and make ___________.6. If you don't like the performance or an answer, keep

working at it until you get it _____________.14

the calendar

rehearse

adjustments

right

How to promote yourself

1. Don’t _________2. Ask, listen and _________3. Make _________ contact4. _________ when appropriate

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wait

interact

eye

Touch

The Three Rules to make your electronic content more effective:Rule 1 - Reduce Written Content by _____ Percent

Rule 2 - Do Not Use Large _______ of Text

Rule 3 - Use _________, Headings, Highlights, Bulleted Lists

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Chunks

Hypertext

Three F’s to create ripple effectWhat is “ripple effect”?The fact that voluntary sales force carry the message

about your product forward with more velocity than a single marketing department.

The three F’s to create ripple effect are: 1. Feel-good2. Frequent3. Free

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Some Do's and Don'ts for creating online news roomDON'T force ____________ to register or sign in for

access. DO offer the ____________ for journalists to enter

their e-mail address DO provide a link to your consumer FAQ page and an

e-mail link for customer to ask ____________. DON'T try to lay out the online news room (by using

____________ or heavy java scripts) DO hire a ____________ designer if you can.

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journalists

opportunity

questions

flash

professional

12 basic human desiresSePIGSexCur

1. Security2. Possessions3. Imitate others4. Good health5. Sexual and romantic drives6. Curiosity

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LoPlarFiPpacLooAd7. Love of beauty 8. Play and relaxation9. Feel important10.Physical pleasure and comfort11. Love of others12.Avoiding Discomforts

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12 basic human desires

Ten Low-Cost Ways to Promote Your Business1. Use every outgoing ________________, and every

electronic document as business promotion2. Writing articles on topics related to your business

____________ is an excellent business promotion technique

3. Sending out ____________is another great way to get some free business promotion.

4. If you're an Internet user, spend some of your ________ time on business promotion.

5. Use ____________public relation to promote your business. 21

piece of paper

expertise

press releases

online

buddy

Ten Low-Cost Ways to Promote Your Business6. Give out ____________ as business promotion7. Promote your business on a ____________show.8. Promote your business by giving a seminar or

____________.9. Use your ____________to promote your business.10. Promote your business through your ____________

activities.

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freebies

talk

presentation

vehicle

leisure

Chapter 1 Definition of Creativity

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Semester 2

I. DefinitionThe definition of creativity usually falls into one or

more of 4 categories:Creativity as an individual talent;Creativity as a process;Creativity as a product; andCreativity as recognition by others;

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1. Creativity as an individual talent:Creativity is what creative people do.2. Creativity as a process: - Creativity is the mechanics of how creative ideas are

produced.- The process of combining different elements to create

something new. that ‘two disconnected notions accidentally coming together.

3. Creativity as a product:Creativity is something that has added value.4. Creativity as recognition by others:Creativity is something that is recognized as creative by

others.

The general definition of creativityCreativity is the ability that each of us has to create

something new by bringing together two or more different elements in a new context, in order to provide added value to a task which can be recognized by a third party.

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CREATIVITY VERSUS INNOVATIONCreativity is the thinking process that helps us

generate ideas.

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Innovation is the practical application of such ideas towards meeting the organization’s objectives in a more effective way.’

It can be defined as ‘the adoption, adaptation, or implementation by a third party of someone’s creativity (ie an added value product)’.

CREATIVE THINKING VERSUS NON-CREATIVE THINKING

What is the difference between creative thinking and non-creative thinking?

The answer is ‘None’. They both use the same mechanics of combining different elements to create something new. It’s the value achieved that differentiates them.

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SUMMARY of Chapter 1 Complete the gap1. Creativity has previously been defined as: a(n) ________________ skill;

a ________________ ; the ________________ of combining two or more elements; and by the different values placed upon the creative product which can be ________________ by the third party.

2. There is nothing wrong in ________________ or re-using an idea. All ideas are presented in a new context.

3. ________________ is the fundamental element of anything that is defined as creative. The measure of this added value is determined by its context.

4. ________________ uses the same mechanisms as non-creative thinking.

5. Innovation is the use by a ________________ of a creative product.6. Creative public relations ________________ have to work within

brand values.7. We all have varying degrees of creative ________________. 29

individualprocess product

recognized

borrowing

Added value

Creative thinking

third party

practitioners

talent

Chapter 4 The Creative Process

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What are the five ‘I’s of the creative process?1. Information: Gather information.2. Incubation: Put the problem into perspective;

plant the seed in your mind and allow it to develop

3. Illumination: Document your great ideas or they will disappear.

4. Integration: Combine and re-combine your ideas.

5. Illustration: How to sell your ideas

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When you sell your ideas, below points need to be indentified:1. L _____________ the source2. T_____________3. T_____________ the idea4. Keeping within b_____________ values5. Presenting with the context of a r_____________

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Legitimizing

Timing

Translating

brand

relationship

People have at least 3 preferred thinking modes

1. _______________: 35%; people whose thought process makes pictures in their minds.

2. _______________: 25%; people who like to listen to the way you say things – the pitch, pace, intonation, etc.

3. _______________: 40%; people who get information from touch, gut instincts, hunches, etc.

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Visual thinking

Auditory thinking

Kinaesthetic thinking

PR practitioners break down human race into 4 types:1. ‘Headline’ Types or ‘Directors’ : People who are

strong on leadership and control their emotions.2. ‘Illustration’ Types or ‘Enthusiasts’ : People who

are strong on leadership but are willing to show emotions.

3. ‘Logo’ Types or ‘Team Players’ : People who are low in leadership but high in showing emotions.

4. ‘Body Copy’ Types or ‘Analysts’ : People who are low in leadership and control their emotions.

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Summary of Chapter 4 1. Creativity has five stages: the five ‘I’s of Information,

____________, Illumination, Integration and Illustration.

2. You should already have committed the names of the five ‘I’s of the creative process to your long-term ____________.

3. By understanding the creative process and its distinct stages, you can ____________ any weaknesses in your efforts to produce a creative solution.

4. How you sell an idea can be more ____________ than the quality of the idea itself.

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Incubation

memory

identify

important

Chapter 5 Green Light Thinking

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1. _______________ the creative range2. Work _______________ from the future3. State the problem in _______________4. Create an _______________ person5. Snakes and _______________6. Forced _______________

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Techniques for stimulating ideas (1)

Establishing

backwards

reverse

imaginary

ladders

combinations

7. Radom-word _______________8. The checklist _______________ techniqueSubstitute; Combine; Adapt; Modify; Put to other use; Eliminate;

Reverse

9. The _______________ method10. _______________ listing or DNA listing11. _______________ busting12. Using a _______________

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Techniques for stimulating ideas (2)

technique

(SCAMPER)

focusing

Attribute

Paradigm

metaphor

‘6 hats’ method1. The White Hate State: Information gathering2. The Red Hat Stage: Feelings, intuitions and hunches3. The Black Hat Stage: Criticism; bad points; what can go wrong4. The Yellow Hat State : Good points5. The Green Hat Stage: New ideas; alternatives6. The Blue Hat Stage: Arrange the thinking process; summary; overview

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Chapter 7 Creativity - Consultation tool

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1. Consultation=Get the right people + ________ + _______________you have listened

2. Good consultation= ______+_________+__________

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Consultation can be defined as an equation:

Listen

Insight engagement mutual respect

demonstrate

Advantages of consultation1. Identify different _________to be consulted2. _________ hard-to-read audiences3. _________ initial objections4. Obtain _________ buy-in from key targets5. Express and make a statement about your own

_________6. Generate new ideas and ___________ from those

being consulted7. Obtain valuable _________ intelligence and insight8. Create supper- _________ for your cause

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audiences

Engage

Overcome

political

creativity

alternatives

market

advocates

Chapter 8 Red Light Thinking:

The evaluation of ideas

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There are 4 ways to evaluate ideas1. ________ Evaluation Method

1. Screen Processesa) Screening method 1: Weed out some ideas by asking

critical questions.b) Screening method 2: Categorize ideas into groupsc) Second-stage screening: Rate/score the ideas

2. Put an idea into action3. Avoid the soft consensus solution

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Formal

There are 4 ways to evaluate ideas2. Benjamin Franklin’s ‘Prudential ________’

TechniqueDivide a sheet of paper into two columns “Pros” and

“Cons”. Weigh the pros and cons and decide.

2. ________ Evaluation:1. Informal external contacts: Let some users test

your product before launching2. Formal external contacts: Seek advice from experts

2. You ________ : Have your personal belief; be confident;

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Algebra

External

decide

Chapter 10 Obstacles to Creativity

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Poor GreenLight Thinking SkillsOvercoming the fear of looking f __________An I ______________ of ambiguityA preference for j___________ ideas rather than

generating themA b ___________ that we are not creativeUse of poor creative problem-solving m ___________Stress; l ___________; habitA functional ___________The ‘early bird’ s___________

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foolish

intolerance

judging

belief

methods

Laziness

fixation

syndrome

Poor Red Light Thinking SkillsConfirmation b___________Lack of m ___________Following the r___________ excessivelyA focus on the downside rather than the q

___________ of an ideaAn overreliance on l ___________Lack of c ___________Excessive r ___________ on external resourcesOveremphasis on either c ___________ or cooperationEmphasis on doing rather than t___________Being critical and n ___________

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competition

bias

motivation

rules

quality

logic

consultation

reliance

thinking

negative

Overcoming the obstaclesObjection

1. It won’t work. It’s too difficult to do.

2. We have tried this before and it didn’t work.

3. It will cost too much.

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Tactics for dealing with objection

1. Use the ‘5 Whys”: Why won’t it work? Why..? Why…?

2. Highlight the similarities and differences.

3. Identify the expense requirements and find the resources.

Chapter 11You are never more than 12

feet from an opportunity

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8 rules to help you become more creative1. Be ___________2. Believe there are ___________– Prime yourself3. Try more, little and ___________4. See a ___________picture5. Use every ___________6. Flip the ___________7. Be ___________8. Do ___________

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principled

opportunities

often

bigger

connection

negative

persistent

more

Chapter 12The Creative Diamond

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The 4 Qs of creative diamond1. Intelligence Quotient – IQ: Ability to gather and analyze information2. Emotional Quotient – EQ: Ability to sense and understand other people’s mind.3. Vision Quotient – VQ: Ability to envisage or expect the future4. Adversity Quotient – AQ: Ability to deal with adversities and bounce back.

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If you have inflexible mind, you have below characteristics (T/F?)1. have a narrow set of interests to ensure that

you ignore a lot of experiences;2. tolerate ambiguity and jump in haste to

conclusions;3. use lots of negative determining words in

your language, such as ‘never’ and many universals, like ‘always’;

4. do not blame failures on others and do not examine other possible factors;

5. make creative excuses to explain things when they do not go as you planned;

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1. T

2. F

3. T

4. F

5. T

Chapter 13The Creative Individual

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11 characteristics creative public relations people1. Be _____________2. Be a _____, a mule and zebedee3. Have a _____________ anchor and be Robert Davy4. Overflow your ________5. Take your ________to lunch6. Work, work, and work7. Be a ________ of Public Relations and Parlez PR8. Is your escalator a ________?9. ________the language of the positive10. Reach for the ________11. Break the ________, be happy, and have fun 56

uncomfortable

pig

positive

professor

jug

hunches

stairway

Speak

stars

rules

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