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Creativity in Public Relations

Author: Andy Green


Presented by: P.DODA
Few words about the
author
Andy Green
Andy is an Ideas Expert; he helps people create and spread great
ideas. He is leading authority and author on lexible thin!ing"
creativity" public relations" brand and personal co##unications
inspiring audiences around the world $ ro# %an Francisco to
%hanghai $ to #a!e the #ost o any situation to achieve #ore with
less.
In these sessions we are
going to discuss about&
1. A definition of creativity
2. Creativity: some myths debunked
. !o" you think in bo#es$
%. &he creative 'rocess
(. Green )i*ht thinkin*: creative techni+ues
,. Green )i*ht thinkin*: brainstormin*
-. Creativity . the consu/tation too/
0. 1ed )i*ht thinkin*: the eva/uation of ideas
2. Creativity is not 3ust for 'hotoca//s
14. Obstac/es to creativity
11. 5ou are never more than 12 feet from an o''ortunity
12. &he creative diamond
1. &he creative individua/
1%. Creatin* a creative cu/ture
1(. &he ethics of creativity
1,. &he future of creativity
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Creativity deinition
&a/ent hits a tar*et no one e/se can hit@ Genius hits a tar*et no
one e/se can see.A Arthur :cho'enhauer

Creativity as an individual talent& 'illia# 'ordsworth( )Creativity is what


creative people do*

Creativity as a process& Arthur +oestler characteri,ed creativity as -two


disconnected notions accidentally co#ing together..

Creativity as a product& 'or!s o art or great achieve#ents

Creativity as recognition by others &/he recognition by a wider audience is


seen by so#e as a crucial ele#ent in deining -creativity..
Creativity deinition
Proessor 0orris %tein& -Creativity is a process that results in novelty which is
accepted as useul" tenable or satisying by a signiicant group o others at
so#e point in ti#e.. 1y -signiicant group o others. he #eans those who have
inluence or power to deter#ine what is recogni,ed as o value in a group. In
a public relations context" -signiicant others. could be deined as ellow
practitioners" or users and consu#ers o our product or service" such as
2ournalists and clients.
Creativity deinition
Creativity is the ability each o us has to create so#ething new by
bringing together two or #ore dierent ele#ents in a new context" in
order to provide added value to a tas!. A creative act consists o not only
originating but also evaluating the added value it contributes. It is not novelty
or its own sa!e" but it #ust produce so#e or# o value that can be
recogni,ed by a third party.
A D<?676&6O7 ?O1 P9>)6C 1<)A&6O7: P1AC&6C6O7<1:
3434c564
CACreativityB an inte*er number
+ey Points
3. /here is nothing wrong in borrowing or re(using an idea. All
ideas are presented in a new context.
7. Added value is the unda#ental ele#ent o anything that is
deined as creative. /he #easure o this added value is deter#ined
by its context.
6. Creative thin!ing uses the sa#e #echanis#s as non(creative
thin!ing.
8. Innovation is the use by a third party o a creative product.
9. Creative public relations practitioners have to wor! within
brand values.
:. 'e all have varying degrees o creative talent.
'ays o thin!ing
;
<reen =ight thin!ing.
;
Red =ight thin!ing.
'ays o thin!ing
;
=ateral thin!ing(solving proble#s through an indirect and
creative approach" using reasoning that is not
i##ediately obvious and involving ideas that #ay not be
obtainable by using only traditional step(by(step logic.
;
>ertical thin!ing(an approach to proble#s that usually
involves one being selective" analytical" and se?uential. It
could be said that it is the opposite o lateral thin!ing.
'ays o thin!ing
;
Incre#ental thin!ing(gradually adding ele#ents to the ideas
by regular degrees or additions.
;
1ig )C* and s#all )c*
)Inside the box* or )out o the box*
thin!ing
Picasso(paradig# exa#ple
A#ericans vs. Russians or the space pen
/he nine dots proble#
@ust thin! about it
3. Creativity is an incre#ental process $ the instant 1ig Idea does
not exist.
7. Rather than there being a distinct let( or right(hand side o the
brain controlling our pattern o thin!ing" the brain actually has
two distinct thought #odes& <reen =ight and Red =ight thin!ing.
6. =ateral thin!ing is a useul tool or creativity" but it is not the su#
o creativity.
8. In si#ilar ashion to those we have dealt with in this chapter"
so#e o the -acts. stated in this boo! are li!ely" at so#e point in
the uture" to be debun!ed as #yths.
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/han! you and see you again