Competency Documentation


2: Dynamic Change Agent
2c: public relations

Scholarly/Philosophical Foundations (from IDP):
Required papers/coursework for Issues in Leadership Foundations
Reflective paper of research on/reading about the foundations of leadership as they relate to initiating change through public relations, answering such questions as: How does and should a leader utilize public relations to initiate change? How have my previous public relation projects modeled these philosophies/methods? What changes can I make as a leader to be more effective in the area of public relations, based on the new knowledge of leadership foundations I have secured through reading and research? Additional information will be included as I read, take more classes, and interact with my RG and cohort.

Sandra Moriarty, PhD, gives educators (and all others) some thoughts that connect public relations and marketing to the same great ideas that make good education work. In a chapter entitled "The Big Ideas: Creativity in Public Relations," found in Caywood's book as well as online on Moriarty's home page, Moriarty talks about what is behind any good public relations campaign: the "Big Idea." She goes on to discuss ideas such as relevance, impact, and originality, and tells the reader how group process (cooperative learning) can help formulate and refine the "big ideas" necessary for good public relations campaigns. She goes on to quote Alex Osborn, the father of brainstorming, with his list of the process of creativity:

  1. Orientation: pointing up the problem
  2. Preparation: gathering pertinent data
  3. Analysis: breaking down the relevant material
  4. Ideation: piling up alternative ideas
  5. Incubation: letting up, inviting illumination
  6. Synthesis: putting the pieces together
  7. Evaluation: judging the resulting ideas

As I look through this list, I am amazed at how well it goes with theories and concepts of good education. Was Osborn a natural teacher? His approach to creativity follows Bloom's taxonomy quite closely, and works well with the 4MAT model as well.

In the process of a leader initiating change, a leader must communicate his/her creative ideas and ideals to those who the change will impact. The most significant and perhaps obvious connection to marketing/PR and leadership in the literature I reviewed came from Kotter in his book, Leading Change. He has a whole chapter (chapter 6) devoted to "Communicating the Change Vision." In it, he delineates seven key elements for effective communication of the vision: 1) Simplicity; 2) Metaphor, analogy, and example; 3) Multiple forums; 4) Repetition; 5) Leadership by example; 6) Explanation of seemingly inconsistencies; 7) Give-and-take. Of these seven elements, I have deduced that numbers 1-4 are most consistent with what an effective leader should do in the area of marketing and public relations, specifically as they have to do with change in a larger community based on communication in the area of advertising and awareness. In the case of the marketing and public awareness projects I have demonstrated in this portfolio, I would say that I have succeeded in creating simple forms of PR material, but that sometimes my desire to communicate the WHOLE idea gets wordy and therefore bypasses the element of simplicity. I have used the "example" idea many times in the KEEP Scholarship communication, but see where Metaphor could be brought into play effectively to communicate our message to a greater audience. "Multiple forms" have been utilized in marketing the KEEP Scholarship (articles, flyers, videos, personal communication), but I would still like to meet with my committee and discuss additional "forms" of communication and more effective utilization of the forms we have already used in order to impact the target audience and raise more funds for Christian education. "Repetition" has been used repeatedly in all of my public awareness projects. In this area, a balance has to be struck between getting out the message and the cost of same. When utilizing free media, such as an article in a local newspaper or in the Gleaner, cost is not a factor. Ads in the same newspaper, however, are costly, as are bulletin inserts, letters to constituents, and especially video productions. These have to be used with care (see Reflections for 3a).

For additional reflections related to this competency, see the following:


CVJA Work Study

Adventist LEAP

LEAD638 Reflection paper 1

LEAD638 Reflection paper 2

LEAD638 Reflection paper 3