![]() Green Light thinking: brainstorming General principles 86 A new way ahead: structured brainstorming 89 Nominal Group Technique (NGT) 96 Summary 98 Key words for your creativity vocabulary 98Ĭreativity – the consultation tool Identify different audiences to be consulted 101 Engage hard-to-reach audiences 101 Overcome initial objections 102 Obtain political buy-in from key targets 103 Express and make a statement about your own creativity 103 Generate new ideas and alternatives from those being consulted 105 Obtain valuable market intelligence and insight 105 Create super-advocates for your cause 106 Green Light thinking: creative techniques Suggested techniques for stimulating ideas 61 Creating new angles for your story 73 Structuring for information gathering, idea creation and evaluation of ideas 76 Techniques for encouraging a creative state of mind 81 Summary 84 Key words for your creativity vocabulary 84 The creative process The five ‘I’s 36 Information 38 Incubation 43 Illumination 45 Integration 48 Illustration 49 Summary 58 Key words for your creativity vocabulary 59 How you think in ‘boxes’ Same Box, Smaller Box and Bigger Box thinking, 25 Why there is no such thing as ‘outside-the-box’ thinking 28 Examples of Bigger Box thinking 28 Examples of Smaller Box thinking 29 Being flexible in the different boxes you use 31 Your ‘creative thinking spectacles’ 31 Using ‘creative thinking spectacles’ to progress your creative idea 34 Questions are a creative practitioner’s best friend 34 Summary 35 Key words for your creativity vocabulary 35 HD59.G683 2009 659.2-dc22 2009025963 Typeset by Jean Cussons Typesetting, Diss, Norfolk Printed and bound in India by Replika Press Pvt LtdĬontents Foreword Acknowledgements Introduction 1.Ī definition of ‘creativity’ Some possible definitions 4 A time and a place 6 A definition for public relations practitioners 7 Creativity, the nemesis of stupidity 7 Added value 8 The context for creativity 11 Creativity versus innovation 13 Creative thinking versus non-creative thinking 13 Big ‘C’ or little ‘c’? 14 Summary 15 Key words for your creativity vocabulary 15 Creativity: some myths debunked The myth of the instant ‘Big Idea’ 16 The myth of left-brain/right-brain theory 21 The myth of ‘lateral thinking equals creativity’ 23 Summary 24 Key words for your creativity vocabulary 24 Library of Congress Cataloging-in-Publication Data Green, Andy, 1958Creativity in public relations / Andy Green. ![]() ISBN 5650 4 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. © Andy Green, 1999, 2001, 2007, 2010 The right of Andy Green to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road London N1 9JN United Kingdom 525 South 4th Street, #241 Philadelphia PA 19147 USA First published in Great Britain and the United States in 1999 by Kogan Page Limited Second edition 2001 Third edition 2007 Fourth edition 2010 Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the author. Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and author cannot accept responsibility for any errors or omissions, however caused. Creativity in Public Relations Fourth Editionĭedicated to Amanda Marsh, a dear friend to my mum and to Judith, Charlotte and Lizzie for putting up with their husband and dad being a pain while writing this book.
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