Being creative in public relations is essential. This presentation from Now Go Create was used to get people thinking creatively. What tools can we use? Where can we draw inspiration from? Creativity is the use of imagination and ideas. In PR, being original and imaginative gets you everywhere.

2. When I was a
kid…
What did you
want to do you
when you were
7?

3. Genius level - divergent thinking
Study
Kindergarten children 98%
8-10 years 50%
13-15 even lower
What happened?

4. When it comes to a 7 Year
old…
What are the enablers
and what are the disablers
For creativity and imagination?

6. Rules Of
EngagementSuspend your judgement
Understand – try & get in the person’s
Head
Nurture – seek value & make it better
React – don’t react quickly with your
own idea
Assume – keep thinking about your
own agenda
Insist – find fault or knock. Insist
there’s only one way
to do it or that it won’t work
Source: Sticky Wisdom Dave Allen

7. When in doubt, HONK.

8. “The use of imagination or original ideas”
Oxford Dictionary
“The ability to make new things or think of new ideas”
Webster Dictionary”
Our Creativity Hero:
“the process of having original ideas that have value”
Sir Ken Robinson
We would add that:
What is creativity?

9. interception
creativity on corporate - public affairs
breakthrough an old issue
technology breakthrough - real change
won the grand prix - biggest prize
What makes it Creative?
Cannes Lions 2015

13. What IS your Essential
Challenge?

14. Your Mission should you choose to accept it:
1. How do you create a customer
journey using insights?
2. How do you create an A-
Team?
3. How do we capitalise on our
past/present/future as PR professionals in
Scotland?

15. 1. Fact Finding

16. Distill down to the ESSENTIAL
challenge
Can you put it another way? Rephrase it,
simplify it, use different language.
 Describe the issue in a different way and you
will have different ideas. Frame it as a
question - How, in what ways can we...?
Blurt – like splurge only talking to another
person – ask them to listen and write down
the key nubby things.
Now distill the challenge into a one word
essence.

17. Barbie #unapologetic
– Bronze Lion
Just a pretty face?
17

18. Now a ONE WORD strategy..
Take all of your ideas and come up with
Some single word you could build a strategy
on (like a single ingredient)

19. 2. Idea Finding

23. Now use their approach as
stimulus for your challenge.

24. Activity: Related
Worlds
★ Where else in the world has someone dealt with this
problem?
★ Brainstorm similar but different ‘worlds’ to the real territory
People, brands, companies, in history?
★ How do they approach the problem?
★ What are the attributes of their solutions?
★ Choose some attributes and key words
and apply them to your challenge
★ Brainstorm ideas for your challenge

25. How is a cat like
a fridge?

27. Advantages
Limitations
Unique or unusual
Overcoming
limitation

29. What’s the main thing that’s landed for you
from today?
What surprised you if anything?
What was most useful?
What 3 things will you differently at the office
as a result of today?

30. CUTTING-EDGE CREATIVE TRAINING FOR BUSINESS.
Contact claire@nowgocreate.co.uk
©nowgocreate 2015