‘An artist is the child who survived.’ This is a quote I have on my wall. A constant reminder, that it isn't easy communicating sense with your art. The world of visual communication, is a road less travelled.

Art and crafts - if you can recall those days, was my side hustle. I started making money while in class 4. There is this particular girl, I fondly remember. I did drawings for her severally. She was impressed and later became my client.  Others followed suit. These girls had one thing in common. They didn’t know or want to draw anything. Even a circle or a straight line at that.

She went by the name - Yvonne Nyokabi - she was something. I would draw for her and in turn Ksh. 20 would be deposited into my pocket. I not only loved drawing, I liked that it earned me money. During break time, I was the ‘man’. Ordering rounds of ‘mandazi’s’ for my friends and potential clients. It felt good.

Today technology has changed art. We use our computers and other devices to draw. Thanks to Corel and Adobe Suite. However, as much as it is good practice to start your design on paper, computers have made it easier and fun! Today we go by different titles. Graphics designers, creative directors, graphics directors, digital artists…

Depending on the industry, irrespective of the title, graphics design has to fit right in. Once in, you have to meet your objectives-which in turn spill over to those of the company. During this period, your creativity has to kick in. That moment when all makes sense, visually.

The greatest asset we have as designers is creativity. Some designers are super creative-which makes their work divine! But prior to seeing that work come to completion, that creativity has to be tapped. Like oil. It all starts with motivation. This motivation comes from many things, more so our places of work.

Being in the real estate industry, my purview on graphics design has been eye-opening. This pointers are meant for all those designers who will one day work in the real estate industry.

One of the key responsibilities in this industry, is designing marketing materials. They are quite a handful, however depending on your creativity and the flexibility of management you could add a few to the list. The main ones you will work on are; branding guides, posters, fliers, banners, brochures, booklets to mention but a few.

In all these designs, the following guiding principles should be part of you as you will endeavor to be part of. Top on the list is consistency - the skill to make all your works uniform across all media. This is with regards to all the designs you create.

All companies are guided by what is called a branding manual or guide. This document, has specifications on the typefaces a designer or any other employee mandated to work on marketing materials should use. How the logo is to be placed and used; the corporate colours to be used in all the materials designed in that company.

A slight variation between these materials is a clear indication that you lack a sense of professionalism. The trick is to create templates for which to work on. Consistency is key, especially when it comes to property posters and advertisements.

The other principle is taming your creativity. It feels great actually to sit-think-draft and actualize a task. A visual task at that. Burning those brain cells while in search of that great concept is draining, as well as rewarding. However in the real estate industry, learning to tame the power of creativity adds you points on your score card. As much as we wallow in the creative cloud, pause. Regulate it.

The only other avenue for which you can flex your creative muscle is when you are working on a new project. That’s when you can marshal all your arsenals and give it the best you have. But then, note that I used can-there are tendencies that management will not be keen in endorsing any new designs. As we know, change is not a cup of tea for anyone.

Design in the real estate industry is not flashy. The more funds available, the more you get to work on pretty interesting designs across different media. I have been fascinated on having my designs on a billboard. Strategically placed. I always imagine seeing my billboard positioned outside an airport, or at a roundabout or someplace noticeable. That is when visual communication screams for attention. You won’t resist the urge to look!

Real estate design is great, but rigid. It is this rigidity you are to manage tactfully. Otherwise you will be bored and wish you never got the job.

I know that there are those who would wish to be in this industry, brace yourself. Make it work for you, and not against you. For you know, what that implies. You might just lose your job out of boredom or failure to be productive. Organizational behavior, teaches us that, job satisfaction is one of the motivators that costs the employers nothing; yet increases productivity. Happy designing!

(Source of Image: Google Images)

Naturally we are wired to resist change. It could be subtle or candid resistance. The bottom line is, change will be met with resistance.

As a people, we are being subjected to this change. We promulgated a new constitution after an interesting referendum. The Kenyan dream was born or baptized. You choose. The promise was now within reach. Devolved governments meant more jobs, equal representation, and most importantly-equitable distribution of resources.

This long awaited change was here. If you are blind to see, open those eyes-wider. The song being sung is change. Change this and change that.

To this point, my message is change is or has been in the air for quite a while. It is odourless, I know-but still, it is in the air. And yet, very little to nothing is being done about it. That is both by those causing this change; and to whom this change is caused to. Constituents are angry at the policies being made at the county levels. Leaders are busy fighting, not with their fists-but words. It is chaos in most of these counties.

It is times like this, that we should see, clearly the relevance of communication. Amidst all these changes happening around-the most critical thing being left out is communication.

All the people responsible in ensuring that we move from these phase to the next, do not know how to handle the whole change process-for it is a process. Like any other process, stages that are linked are involved. The first stage is what is being left out. The communication stage, and this has brought about the many challenges the counties are facing today.

Fret not, I have a solution. For there to be meaningful progress insofar as devolution is concerned, communication is the key to unlocking this door. Stop assuming that things will find their way around.

Nobody likes change; but it is inevitable-like rain and taxes. Charles Darwin said, it is not the most intelligent or the strongest species that survive; but the one most adaptable to change. This is a time when every other profession should pave way for communications experts. You will come in when we have leveled the playing field.

The youth are tired of waiting. We want jobs and we want them yesterday. Farmers are tired of waiting, they want to see the fruits of their sweat. Pupils want to go to schools they chose, not one’s selected for them. All these are dreams that can be realized through the county governments. However, first things, first.

Failure by these governments to communicate their plans is what is derailing the whole dream. Should we postpone our dreams?

For instance, policies are being formulated and forced down on people-who will either misunderstand these policies and or fail to know of them. I come from Kakamega County-and my governor has formulated policies to tax chicken and livestock. It triggered a myriad of reactions from people all over the county and country. Where I come from, when you look at a chicken we see a meal. Not an investment or a pet. A meal. And here is a policy that is threatening this meal. It will definitely become a controversial topic!

I know him to be a man of action-less talk. However there is this question that I have been dying to ask. Could such reactions exist if the he had engaged the people in a media most suitable to him? Perhaps local radio channels and or focus group discussions?

Truth be told, I have confidence in my governor. His story is inspiring. A true rags to riches story-indeed! Amidst all these, he means well. I know. That having been said, the means for which he is planning to give it a go are the ones I am having trouble reconciling with.

My professional piece of advice is: to all county governments - take time to sensitize the public. Let them know what is coming. This not only prepares you as an organ but it gives you the opportunity to feel the pulse of the people towards your agenda.

Before they understand what, make them understand why. This calls for nothing but well-thought communication strategies. As a result, communication ministries and directors should be heavily budgeted for. They most certainly have the hardest task, especially now. Once they are able to accomplish their task, then the rest of the implementation stage will be smooth sailing.

The message is; we want to tax chicken and livestock. The why is; to facilitate enough revenue collection for development in the county. This in the eyes of any sensible individual-as we all are makes perfect sense. Perhaps the public will want to indulge you in a debate, let us say to have you reduce the tax from say Ksh. 20 to Ksh. 17 per chicken and so forth. This is what I call progress.

On Sunday 19^th January, Deputy President William Ruto said, Kenya has a shortage of stupid people. As a matter of fact, he is right. Treat us like one and you have a recipe for progress otherwise called maendeleo. Too much resistance brings about retrogression.

One other ingredient for success is collaboration. And how is collaboration arrived at? This is by each group giving in, a little. Speak and listen and when it’s your turn you listen as the other group speaks. This process can only be facilitated by communication and active communication at that.

Do you mean well? Then start at the very bottom. Invest time and resources in communication and communication experts. You will most certainly not regret the aftermath.

Show me the multi-billion railway project; which is by far the grandest project ever undertaken by our government since independence - and I will single out communication as a key ingredient for its success. Negotiations, meetings and so forth; communication takes centre stage.

Kenya has the potential to be a super-power someday. Look at the strides Governor Alfred Mutua is making. Just so you know, he is communications expert and thus understands these fundamentals. Could this be the reason why he is doing so well? Just a thought.

Mary Shelley said and I quote, “Nothing is as painful to the human mind as a great and sudden change.” It can be made easier with communication.

The writer is a Communication and Public Relations practitioner, working with Property Link Africa, Kenya.

odenyo09@gmail.com

(Image source: Google images)

It is not surprising, to find a graduate in our line of profession who doesn't know how to write a press release; and a good one at that. After graduation, we carry this failure, and join the work-force - a place we are expected to perform. Not learn to perform.

We have had cases, where interviewers have asked candidates in the middle of an interview to write a press release. Were you one of them?

This begged a question, do you know how to write a good press release? It’s a question that I would like us to answer, together. As you read along, remind yourself of the nuggets you forgot and carry with you new ones.

One of our primary goals as Public Relations practitioners is getting information about our organizations and or clients across to our publics; through a chosen media. In our arsenal, a press release also called a news release is what will do this effectively. Fish it out and let’s get started, shall we?

Press releases are written on a template-standard format: usually on a letterhead belonging to the dispatching organization. The first thing that should come to mind when writing a press release is the title. It should be less than 10 words or 10 words at most. Make it catchy; summarize the whole release in the title. This gives whoever is reading, a peek of what is to come in the ensuing paragraphs.

Then follows the lead and or opening paragraph: this is the second piece that will hold the readers hand and lead him through the rest of the release. Thus it is incumbent to give this paragraph enough thought before putting any words down.

In the writing of the lead paragraph you have to answer the 5W’s and 1H: who, what, when, where and why followed by how.  All these are questions which you are required to provide answers to, as you write this lead paragraph. The cardinal rule of content – always get all the important facts in the first paragraph.

The main body follows, and this is where you as writer give additional information regarding the answers you just provided in the lead paragraph. This is where you dwell on specifics. Let people know what product the organization is launching, its unique characteristics, what makes it special from the rest…

Lastly, we have the boiler plate. This is the last paragraph. In this paragraph, you describe the organization issuing the release and when appropriate direct the reader to sources where they can retrieve additional information or material on the subject matter.

Upon its completion, three hush signs are inserted at the centre end part of the page to signify end. But in case you spill over to a second page which is more unlikely, the acronym ‘MF’ is used for ‘more follows.’

Just to let you in on some rules of thumb: brevity cannot be overemphasised. Burdening journalist or readers with words and many of them at that, is not all that appealing. It is rather off-putting. The chances that the longer your release the less likely it will be read are much higher unless you are good at it. Keep it brief.

As I had hinted earlier, write in inverted pyramid style just in case the media house falls short of printing space in the tabloids and or dailies. This guarantees that in the likely event such a scenario occurs, your gist will be printed and the release will not lose value at all.

Remember to tell facts simply, use active voice and lastly, in the event that you add photographs or art, label at top ‘with photo or art.’ Secondly, just before the title, you should indicate whether the release is meant for immediate release by writing the words ‘for immediate release’ or not. If not, then specify the exact date for which you intend it to be released. In most cases, the release is usually meant for immediate release. Add your name and contact information, before you proceed to write the release.

We are always told that after successfully writing our press release we should then email them to our distribution list which could contain 50 or so reporters and or journalists. Jeff argues that it is unwise to pitch your release to 300 reporters and or journalist when all you need is 3 most important journalists.

Get out of your desk. Attend seminars, social events and in the process mingle professionally-network with peers. Dependable peers at that. Just in case you have a press release ready.

Thus as a PR-practitioner creating meaningful relationships through networking should be among your daily goals. Creating contacts, in all institutions that you think you will need their services at one point or another should be a goal you strive daily to accomplish. It is therefore important that you spend time cultivating time in establishing lasting and functional relationships. You could start with me.

Happy press release writing!

The writer is a Communication &PR practitioner working with Property Link Africa.

odenyo09@gmail.com

(Source: www.firebellymarketing.com)

Every profession and or discipline is anchored on elements. Without these elements, practitioners will be like lost sheep-more like a ship without a rudder. It therefore becomes our duty to seek out these elements. Not only should we seek them out, but invest time in mastering them and better yet, put them into practice. This not only sparks a sense of professionalism in us; but also attracts respect from our peers.

Public Relations-PR is an infant profession: making it hard for organizations and or corporations to even give appropriate titles to its PR-personnel. We go by many names. Public Relations Director, Manager, Public Affairs Manager and the list is endless. However, the bottom line is that we profess the same knowledge. Consequently, we share these elements.

Edward Bernays, the father of PR proposed these three elements. Which I will be sharing them with you as you read along.

According to Edward; the first element is informing people. PR revolves around information. With regards to information sharing, two parties are involved. These are, the sender of that information, and its recipient. As PR practitioners-senders in this case, we have to supply this information to the people; with no bias. It is imperative that we remain neutral in executing this function.

Although in some other instances, the haves of this information may not necessarily be us. Either way, we have to retrieve it from them and dispense it.

PR practitioners have been accused of telling the truth only when it is convenient. This is actually dependent on many factors; especially when the reputation of the corporation is at stake. However, ethically speaking, we are told, it’s ethical if we tell the truth as it is. Tell it as it is, so goes the expression.

It is therefore of the essence that we as PR practitioners, understand that our duty is to inform people. These people referred to as the public: are a group of people who share common interests-services and or products rendered by your company.

The other element is persuasion. We are the movers and shakers of this world. That is the power vested in the art of Communication and PR. Naturally, people are known to disagree with issues, ideas and products they think, are out of their latitudes of acceptance. Speak of products that have just hit the market: product launches, or clients who need to be ‘closed’ to accept our services. These are avenues that need persuasion.

In politics for instance, it’s an avenue where we have to convince the public to actually vote for a preferred candidate. Time and again, we have seen this. Additionally, marketing has been known to employ PR as a strategy. This is all because of its persuasive nature.

Persuasion is not easy. Getting people to change their attitudes, beliefs and values is a long shot to take. But with the mastery of persuasion skills; we are able to actually make this a reality.

The last element is, integrating people with people. We amalgamate people with people in other words. There is no PR if there are no people. They determine the pulse of the profession. Depending on whether we do something right or wrong; we will see this through people. At the end of the day, it’s the people’s goodwill we seek. If it’s not present, then we would have failed. The converse it true.

Therefore as PR practitioners, we ensure that people get along well. For instance in a corporation: the management of an organization and its customers, suppliers and employees and employers and employees. It is our duty to ensure that a meaningful relationship exists between all these parties.

The big question is; how do I accomplish this?

This can be arrived at by suppressing each party’s differences and amplifying a common interest. Striking a common denominator between them expunges bad-blood from the relationship and provides a branch for which the parties can each hold on to. At least until, the organizational objectives are arrived at.

To wrap up, we all strive to be the best in what we do. Paul Arden says; it’s not how good you are, it’s how great you want to be that matters. As we practice these soft skills, beware-people are the centre bolt of our profession. They define communication and public relations.

We inform, persuade and integrate people with people in the execution of these soft skills. It is incumbent upon each one of us to have these elements at our finger tips.

The writer is a Communication & PR Practitioner; currently working with Property Link Africa, Kenya.

odenyo09@gmail.com/ +254 711 99 80 10