1. The document provides an overview of public relations techniques and creativity concepts. It defines public relations as a form of two-way communication used to persuade or influence people ethically. It also discusses the creative process and defines creativity as the ability to create something new by combining different elements. 2. Key public relations techniques discussed include product PR, employee relations, government relations, and community relations. Methods for each like events, media outreach, and newsletters are outlined. 3. The creative process is broken down into the five "I"s of information, incubation, illumination, integration, and illustration. Various brainstorming techniques are also presented.

1. 1

2. Semester 1
Introduction to
Public Relations & PR
Techniques
2

3. I. Definition
What 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:
inform
educate
reassure
persuade
evoke sympathy of situations when they occur
3

4. What is Public Relations?
Public relations involves:
1. A two way communication process between an
organization and its public
2.Communication with a view to changing the mindsets
of the public in a certain direction
Therefore, PR is:
A form of communication used to
persuade or influence people using
ethical means.
4

5. Organization <-PR-> Public
5
Organizations
Hospitals
Shops
Schools
Television
Radio
Public
Patients
Customers
Students
Viewers
Listeners

6. II. 3 progressive levels of Public Relations:
6
A. ACTION B. ACCEPTANCE C. AWARENESS
1. AWARENESS
The message should reach the public.
2. ACCEPTANCE
The public should agree with the message.
3. ACTION
The public should act or interact accordingly.

7. III. Characteristics of PR
PR 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.
7
the receiver / the audience
(key) public
others
Understanding

8. IV. Four types of Public Relations
1. Product Public Relations
2. Employee Relations
3. Government and Political
Relations
4. Community Relations
8

9. 1. Product Public Relations
Purpose:
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 events
Exhibitions
Window display
Media events such as press conferences
Distributing printed material such as pamphlets and
brochures
9

10. 2. Employee Relations
Purpose
To promote goodwill and increase productivity for the
organization
Some used methods:
Newsletters giving vital information on the activities of
the company
Bulletin boards displaying and appreciating the
performance of employees
Organizing special events like picnics for employees
and their families
Providing incentives, like cash prizes or gifts, for
employees
Opportunities to continue education for employees and
their family members 10

11. 3. Government and Political
Relations
Purpose:
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 services
Building new roads, bridges, etc.
11

12. 4. Community Relations
Purpose:
To gain the goodwill of the community in which the
organizations operate.
Some used methods:
maintaining well developed parks in residential areas
cleaning and beautification drive involving the local
community
setting up charitable dispensaries
sponsoring events such as cricket matches
setting up public libraries
raising funds in the case of natural calamities such as
floods, earthquakes etc.
12

13. 7 steps in Public Relations for New
Entrepreneur
1. Prepare your ____________
2. Indentify your ____________ factor
3. Create ____________ media list
4. Put together ____________
5. Create media ____________
6. Mail-out and ____________
7. ____________
13
introduction
unique
media
press release
kits
follow up
Socialize

14. 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

15. How to promote yourself
1. Don’t _________
2. Ask, listen and _________
3. Make _________ contact
4. _________ when appropriate
15
wait
interact
eye
Touch

16. 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
16
50
Chunks
Hypertext

17. Three F’s to create ripple effect
What 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-good
2.Frequent
3. Free
17

18. Some Do's and Don'ts for
creating online news room
DON'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.
18
journalists
opportunity
questions
flash
professional

19. 12 basic human desires
SePIGSexCur
1. Security
2. Possessions
3. Imitate others
4. Good health
5. Sexual and romantic drives
6. Curiosity
19

20. LoPlarFiPpacLooAd
7. Love of beauty
8. Play and relaxation
9. Feel important
10.Physical pleasure and comfort
11. Love of others
12.Avoiding Discomforts
20
12 basic human desires

21. Ten Low-Cost Ways to
Promote Your Business
1. Use every outgoing ________________, piece of paper
and every
electronic document as business promotion
2. Writing articles on topics related to your business
expertise
____________ is an excellent business promotion
technique
3. Sending out ____________press releases
is another great way to
get some free business promotion.
4. If you're an Internet user, spend some of your
online
________ time on business promotion.
5. Use ____________buddy
public relation to promote your
business. 21

22. Ten Low-Cost Ways to
Promote Your Business
6. Give out ____________ as business promotion
7. 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.
22
freebies
talk
presentation
vehicle
leisure

23. Chapter 1
Definition of Creativity
23
Semester 2

24. I. Definition
The 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; and
Creativity as recognition by others;
24

25. 25
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.

26. The general definition of
creativity
Creativity 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.
26

27. CREATIVITY VERSUS INNOVATION
Creativity is the thinking process that helps us
generate ideas.
27
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)’.

28. 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.
28

29. SUMMARY of Chapter 1
Complete the gap
1. Creativity has previously been defined as: a(n) ________________ individual
skill;
process product
a ________________ ; the ________________ of combining two or
more elements; and by the different values placed upon the creative
product which can be ________________ recognized
by the third party.
2. There is nothing wrong in ________________ borrowing
or re-using an idea. All
ideas are presented in a new context.
3. ________________ Added value
is the fundamental element of anything that is
defined as creative. The measure of this added value is determined by
its context.
4. ________________ Creative thinking
uses the same mechanisms as non-creative
thinking.
5. Innovation is the use by a ________________ third party
of a creative product.
6. Creative public relations ________________ practitioners
have to work within
brand values.
7. We all have varying degrees of creative ________________. talent
29

30. Chapter 4
The Creative Process
30

31. 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
31

32. When you sell your ideas, below points
need to be indentified:
1. L _____________ the source
2. T_____________
3. T_____________ the idea
4. Keeping within b_____________ values
5. Presenting with the context of a r_____________
32
Legitimizing
Timing
Translating
brand
relationship

33. 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.
33
Visual thinking
Auditory thinking
Kinaesthetic thinking

34. 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.
34

35. 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.
35
Incubation
memory
identify
important

36. Chapter 5
Green Light Thinking
36

37. 1. _______________ the creative range
2. Work _______________ from the future
3. State the problem in _______________
4. Create an _______________ person
5. Snakes and _______________
6. Forced _______________
37
Techniques for stimulating ideas
(1)
Establishing
backwards
reverse
imaginary
ladders
combinations

38. 7. Radom-word _______________
8. The checklist _______________ technique
Substitute; Combine; Adapt; Modify; Put to other use; Eliminate;
Reverse
9. The _______________ method
10. _______________ listing or DNA listing
11. _______________ busting
12. Using a _______________
38
Techniques for stimulating ideas (2)
technique
(SCAMPER)
focusing
Attribute
Paradigm
metaphor

39. ‘6 hats’ method
1. The White Hate State:
Information gathering
2. The Red Hat Stage:
Feelings, intuitions and hunches
3. The Black Hat Stage:
Criticism; bad points; what can go wrong
4. The Yellow Hat State :
Good points
5. The Green Hat Stage:
New ideas; alternatives
6. The Blue Hat Stage:
Arrange the thinking process; summary; overview 39

40. Chapter 7
Creativity - Consultation tool
40

41. Consultation can be defined as an equation:
1. Consultation=Get the right people + ________ +
_______________you have listened
2. Good consultation=
______+_________+__________
41
Listen
Insight engagement mutual respect
demonstrate

42. Advantages of consultation
1. Identify different _________to be consulted
2. _________ hard-to-read audiences
3. _________ initial objections
4. Obtain _________ buy-in from key targets
5. Express and make a statement about your own
_________
6. Generate new ideas and ___________ from those
being consulted
7. Obtain valuable _________ intelligence and insight
8. Create supper- _________ for your cause
42
audiences
Engage
Overcome
political
creativity
alternatives
market
advocates

43. Chapter 8
Red Light Thinking:
The evaluation of ideas
43

44. There are 4 ways to evaluate ideas
1. ________ Evaluation Method
1. Screen Processes
a) Screening method 1: Weed out some ideas by asking
critical questions.
b) Screening method 2: Categorize ideas into groups
c) Second-stage screening: Rate/score the ideas
2. Put an idea into action
3. Avoid the soft consensus solution
44
Formal

45. There are 4 ways to evaluate ideas
2. Benjamin Franklin’s ‘Prudential ________’
Technique
Divide 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 launching
2. Formal external contacts: Seek advice from experts
2. You ________ : Have your personal belief; be
confident;
45
Algebra
External
decide

46. Chapter 10
Obstacles to Creativity
46

47. Poor GreenLight Thinking Skills
Overcoming the fear of looking f __________
An I ______________ of ambiguity
A preference for j___________ ideas rather than
generating them
A b ___________ that we are not creative
Use of poor creative problem-solving m ___________
Stress; l ___________; habit
A functional ___________
The ‘early bird’ s___________
47
foolish
intolerance
judging
belief
methods
Laziness
fixation
syndrome

48. Poor Red Light Thinking Skills
Confirmation b___________
Lack of m ___________
Following the r___________ excessively
A focus on the downside rather than the q
___________ of an idea
An overreliance on l ___________
Lack of c ___________
Excessive r ___________ on external resources
Overemphasis on either c ___________ or cooperation
Emphasis on doing rather than t___________
Being critical and n ___________
48
competition
bias
motivation
rules
quality
logic
consultation
reliance
thinking
negative

49. Overcoming the obstacles
Objection
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.
49
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.

50. Chapter 11
You are never more than 12
feet from an opportunity
50

51. 8 rules to help you become
more creative
1. Be ___________
2. Believe there are ___________– Prime yourself
3. Try more, little and ___________
4. See a ___________picture
5. Use every ___________
6. Flip the ___________
7. Be ___________
8. Do ___________
51
principled
opportunities
often
bigger
connection
negative
persistent
more

52. Chapter 12
The Creative Diamond
52

53. The 4 Qs of creative diamond
1. Intelligence Quotient – IQ:
Ability to gather and analyze information
2. Emotional Quotient – EQ:
Ability to sense and understand other people’s mind.
3. Vision Quotient – VQ:
Ability to envisage or expect the future
4. Adversity Quotient – AQ:
Ability to deal with adversities and bounce back.
53

54. 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;
1. T
2. F
3. T
4. F
5. T
54

55. Chapter 13
The Creative Individual
55

56. 11 characteristics creative public
relations people
1. Be _____________
uncomfortable
2. Be a _____, pig
a mule and zebedee
3. Have a _____________ positive
anchor and be Robert Davy
4. Overflow your ________
jug
5. Take your ________hunches
to lunch
6. Work, work, and work
7. Be a ________ professor
of Public Relations and Parlez PR
8. Is your escalator a stairway
________?
9. ________Speak
the language of the positive
10. Reach for the stars
________
11. Break the ________, rules
be happy, and have fun 56

57. 57