Creativity in Public Relations

Copyright\n......Page 5
Table of contents\n......Page 6
Foreword......Page 11
Acknowledgements......Page 13
Introduction......Page 16
1 A definition of ‘creativity’......Page 18
SOME POSSIBLE DEFINITIONS......Page 19
A TIME AND A PLACE......Page 21
CREATIVITY, THE NEMESIS OF STUPIDITY......Page 22
ADDED VALUE......Page 23
THE CONTEXT FOR CREATIVITY......Page 26
CREATIVE THINKING VERSUS NON-CREATIVE THINKING......Page 28
BIG ‘C’ OR LITTLE ‘c’?......Page 29
KEY WORDS FOR YOUR CREATIVITY VOCABULARY......Page 30
THE MYTH OF THE INSTANT ‘BIG IDEA’......Page 31
THE MYTH OF LEFT-BRAIN/RIGHT-BRAIN THEORY......Page 36
THE MYTH OF ‘LATERAL THINKING EQUALS CREATIVITY’......Page 38
KEY WORDS FOR YOUR CREATIVITY VOCABULARY......Page 39
SAME BOX, SMALLER BOX AND BIGGER BOX THINKING......Page 40
EXAMPLES OF BIGGER BOX THINKING......Page 43
EXAMPLES OF SMALLER BOX THINKING......Page 44
YOUR ‘CREATIVE THINKING SPECTACLES’......Page 46
QUESTIONS ARE A CREATIVE PRACTITIONER’S BEST FRIEND......Page 49
KEY WORDS FOR YOUR CREATIVITY VOCABULARY......Page 50
THE FIVE ‘I’s......Page 51
INFORMATION......Page 53
INCUBATION......Page 58
ILLUMINATION......Page 60
INTEGRATION......Page 63
ILLUSTRATION......Page 64
SUMMARY......Page 73
KEY WORDS FOR YOUR CREATIVITY VOCABULARY......Page 74
5 Green Light thinking:creative techniques......Page 75
SUGGESTED TECHNIQUES FORSTIMULATING IDEAS......Page 76
CREATING NEW ANGLES FOR YOUR STORY......Page 88
STRUCTURING FOR INFORMATION GATHERING,IDEA CREATION AND EVALUATION OF IDEAS......Page 91
TECHNIQUES FOR ENCOURAGING A CREATIVE STATE OF MIND......Page 96
KEY WORDS FOR YOUR CREATIVITY VOCABULARY......Page 99
6 Green Light thinking: brainstorming......Page 100
GENERAL PRINCIPLES......Page 101
A NEW WAY AHEAD: STRUCTURED BRAINSTORMING......Page 104
NOMINAL GROUP TECHNIQUE (NGT)......Page 111
KEY WORDS FOR YOUR CREATIVITY VOCABULARY......Page 113
7 Creativity – the consultation tool......Page 114
ENGAGE HARD-TO-REACH AUDIENCES......Page 116
OVERCOME INITIAL OBJECTIONS......Page 117
EXPRESS AND MAKE A STATEMENT ABOUT YOUR OWN CREATIVITY......Page 118
OBTAIN VALUABLE MARKET INTELLIGENCE AND INSIGHT......Page 120
CREATE SUPER-ADVOCATES FOR YOUR CAUSE......Page 121
KEY LESSONS FOR SUCCESSFUL CREATIVE CONSULTATION......Page 122
FEEDBACK......Page 123
KEY WORDS FOR YOUR CREATIVITY VOCABULARY......Page 124
8 Red Light thinking: the evaluation of ideas......Page 126
FORMAL EVALUATION METHODS......Page 127
BENJAMIN FRANKLIN’S ‘PRUDENTIAL ALGEBRA’ TECHNIQUE......Page 129
EXTERNAL EVALUATION......Page 130
KEY WORDS FOR YOUR CREATIVITY VOCABULARY......Page 132
CREATIVITY AS A STRATEGIC TOOL......Page 133
CREATIVITY AS A TACTICAL TOOL: 24 PRACTICAL EXAMPLES......Page 136
KEY WORDS FOR YOUR CREATIVITY VOCABULARY......Page 147
10 Creativity and social media......Page 148
NEW OPPORTUNITIES AND CHALLENGES FOR THE CREATIVE PRACTITIONER......Page 149
THE AGE OF PULL STRATEGIES......Page 150
THE END OF THE STUNT AS WE KNOW IT?......Page 153
USING YOUR FAN BASE......Page 154
THE QUALITIES OF THE CREATIVE SOCIAL MEDIA CHAMPION......Page 156
THE INEVITABLE BRICKBATS, WHATEVER WAY YOU TURN......Page 157
NEW THINKING HEADS REQUIRED?......Page 158
KEY WORDS FOR YOUR CREATIVITY VOCABULARY......Page 159
IS PUBLIC RELATIONS AN ART?......Page 160
WHAT IS A MEME?......Page 161
SOME EXAMPLES OF MEMES IN ACTION......Page 163
THE GROWING SIGNIFICANCE OF UNDERSTANDING MEMES IN COMMUNICATIONS......Page 167
CREATING YOUR NEXT MEME: THE MEME TRIANGLE......Page 168
MEME STRATEGIES......Page 169
KEY WORDS FOR YOUR CREATIVITY VOCABULARY......Page 170
12 Obstacles to creativity......Page 172
THE NATURE OF THE PROBLEM......Page 173
POOR GREEN LIGHT/RED LIGHT THINKING IN THE CREATIVE PROCESS......Page 174
CULTURAL/SOCIALIZATION PROBLEMS......Page 177
OVERCOMING THE OBSTACLES......Page 179
KEY WORDS FOR YOUR CREATIVITY VOCABULARY......Page 181
13 You are never more than 12 feet from an opportunity......Page 182
THE MILLENNIUM BRIDGE......Page 183
1. BE PRINCIPLED......Page 186
2. BELIEVE THERE ARE OPPORTUNITIES – PRIME YOURSELF......Page 187
4. SEE A BIGGER PICTURE......Page 188
5. USE EVERY CONNECTION......Page 189
8. DO MORE......Page 190
KEY WORDS FOR YOUR CREATIVITY VOCABULARY......Page 191
14 The ‘creative diamond’......Page 192
THE FOUR Qs......Page 193
THE RIGID, INFLEXIBLE MIND......Page 196
KEY WORDS FOR YOUR CREATIVITY VOCABULARY......Page 198
1. BE UNCOMFORTABLE......Page 199
2. BE A PIG, A MULE AND ZEBEDEE......Page 203
3. HAVE A POSITIVE ANCHOR AND BE ROBERT DAVY......Page 205
4. OVERFLOW YOUR JUG......Page 206
5. TAKE YOUR HUNCHES TO LUNCH......Page 210
7. BE A PROFESSOR OF PUBLIC RELATIONS AND PARLEZ PR......Page 211
8. IS YOUR ESCALATOR A STAIRWAY?......Page 212
9. SPEAK THE LANGUAGE OF THE POSITIVE......Page 215
10. REACH FOR THE STARS......Page 218
AND 11. BREAK THE RULES, BE HAPPY AND HAVE FUN......Page 219
KEY WORDS FOR YOUR CREATIVITY VOCABULARY......Page 220
THE ‘CREATIVE CHALLENGE\'......Page 222
MANAGING CREATIVE INDIVIDUALS......Page 224
THE CHARACTERISTICS OF A CREATIVE ORGANIZATION......Page 226
THE CREATIVE DIRECTOR – TO HAVE OR HAVE NOT?......Page 234
KEY WORDS FOR YOUR CREATIVITY VOCABULARY......Page 236
DEALING WITH ‘IMPROPAGANDA’......Page 237
THE CREATIVE USE OF ‘IMPROPAGANDA......Page 242
FINAL THOUGHTS ON ‘IMPROPAGANDA......Page 247
SUMMARY......Page 248
KEY WORDS FOR YOUR CREATIVITY VOCABULARY......Page 249
THE CREATIVE RANGE......Page 250
THE INFORMATION STAGE TRANSFORMED......Page 251
THE INCUBATION STAGE TRANSFORMED......Page 253
THE ILLUMINATION STAGE TRANSFORMED......Page 254
THE INTEGRATION STAGE TRANSFORMED......Page 255
THE ILLUSTRATION STAGE TRANSFORMED......Page 257
KEY WORDS FOR YOUR CREATIVITY VOCABULAR......Page 258
19 Award ceremony......Page 259
OTHER BOOKS BY THE AUTHOR......Page 261
FAVOURITE BOOKS ON CREATIVITY AND DEVELOPING YOUR MIND’S CREATIVE SKILLS......Page 262
BOOKS ON CREATIVITY IN ORGANIZATIONS......Page 263
NEURO LINGUISTIC PROGRAMMING......Page 264
ORGANIZATIONS......Page 265
Index......Page 266