Creativity in Public Relations

Why Creativity in PR
1. Campaign Themes 2. New Media 3. New Audiences

What is a Creative Idea

Indefinable I cant define it, but I know it when I see it Stewart Potter

Steps to Creativity
Indefinable A magic synthesis from which, the new, unexpected and desirable emerge Psychiatrist Silvano Arieti

Steps to Creativity
1. Preparation
Fact gathering

2. Incubation
Contemplation

3. Illumination
Emergence of the idea

4. Verification
Determining whether it is useful
Wallas (1926)

The Fusion Approach

The creative process is making remote associations and bringing together known and unassociated ideas in combinations that are original (novel) and useful. The creative solution often involve commonplace elements.

The Creative Myth

There are creative people.

Research shows that Creativity is not inherited; it is a skill that is cultivated. Success depends on learning creativity skills, and reviving the child-like ways of looking at the world, which we lost as adults

Adults Inhibitors of Creativity

Self-criticism Anxiety Need for approval Eliminating possible association Avoiding the unknown Listening to make evaluations instead of listening for ideas

Adults Inhibitors of Creativity

Following traditional excessively Avoiding risk Obeying rules Need for predictability and The needs to be right or to appear responsible

On the Job Inhibitors of Creativity

Quick Fixes
Dont commit to the first adequate idea

Assumed Boundaries
Ask how would people in other cultures, jobs or professions see and solve the problem?

Cultural Conditioning
Find out about our world and all people

On the Job Inhibitors of Creativity

Quick negative criticism
Use non-evaluating listening

Resisting creativity skills

Take creativity training

Squelching bizarre ideas and impossible intermediates

Use off-beat suggestions as starter to trigger useful ideas

On the Job Inhibitors of Creativity

Accepting the stifler
Dont listen to the nay-sayers

Accepting the constraints

Allot enough time to the process, especially the incubation phase

Concentrate on the long-term rewards

Being creative is fun

Generating Ideas
Prepare Exposure Methodize time thinking time Think positively Tap triggers gadgets, location, gimmicks Concentration 10% inspiration, 90% perspiration

Generating Ideas
Daydream project yourself into the situation you are trying to solve Write down everything Keep all ideas Discuss ideas with colleagues Dont try to over-scintillate

Sources of Creative Ideas

Create an idea file Be a voracious media consumer Become culturally literate
Art, science, literature, entertainment, sports

Analyze case studies Be a student of human nature

Brainstorming Rules
Criticism is ruled out All ideas are accepted Free-wheeling is welcomed the wilder the idea the better Quantity of ideas is emphasized as mych as quality Piggy-backing of ideas is encouraged

Effective Brainstorming
5 7 persons Neutral location Round tables Use visuals flip charts etc. Record Session

Effective Brainstorming
Designate a leader Designate a facilitator note taking, writing etc. Let person know in advance of the brainstorming session

Creative Ideas
Half-developed versus half-baked ideas: All newly formed ideas are both. What you call it depends on whether it is your idea or not, or whether you like it.
E. Glasman