Introduction
1. A definition of ‘creativity’
Some possible definitions; A time and a place; A definition for public relations practitioners; Added value; The context for creativity; Creativity versus innovation; Creative thinking versus non-creative thinking; Big ‘C’ or little ‘c’?; Summary; Key words for your creativity vocabulary
2. Creativity: some myths debunked
The myth of the instant ‘Big Idea’; The myth of the
left-brain/right-brain theory; The myth of ‘lateral thinking equals creativity’; Summary; Key words
for your creativity vocabulary
3. How you think in ‘boxes’
Same Box, Smaller Box, and Bigger Box thinking;
Why there is no such thing as ‘outside-the-box’
thinking; Examples of Bigger Box thinking;
Examples of Smaller Box thinking; Being flexible
in the different boxes you use; Different ‘thinking spectacles’; Using ‘thinking spectacles’ to progress
your creative idea; Questions are a creative
practitioner’s best friend; Summary; Key
words for your creativity vocabulary
4. The creative process
The five ‘I’s; Information; Incubation;
Illumination; Integration; Illustration;
Summary; Key words for your creativity
vocabulary;
5. Green Light thinking: creative techniques
Suggested techniques or stimulating ideas;Providing a structure to information gathering,idea creation and the evaluation of ideas;Techniques for encouraging a creative state ofmind; Summary; Key words for your creativity vocabulary
6. Green Light thinking: brainstorming
General principles; A new way ahead: structured brainstorming; Nominal Group Technique(NGT); Summary; Key words for yourcreativity vocabulary
7. Creativity – the consultation tool
Identify different audiences to be consulted;Engage hard-to-reach audiences; Overcomeinitial objections; Obtain political buy-in fromkey targets; Express and make a statementabout your own creativity; Generate new ideasand alternatives from those being consulted;Obtain valuable market intelligence and insight;Create super-advocates for your cause; Keylessons for successful creative consultation; Challengeswith consultation; Feedback; The consultation quandary; Overview; Summary; Keywords for your creativity vocabulary
8. Red Light thinking: the evaluation of ideas
Formal evaluation methods; Benjamin Franklin’s ‘prudential algebra’ technique; External
evaluation; You decide; Summary;
Key words for your creativity vocabulary
9. Creativity is not just for photocalls
Creativity as a strategic tool; Creativity as atactical tool: 23 practical examples; Summary;Key words for your creativity vocabulary
10. Obstacles to creativity
The nature of the problem; Poor Green LightRed Light thinking in the creative process; Cultural/socialization problems; Overcomingthe obstacles; Summary; Key words for your creativity vocabulary
11. You are never more than 12 feet from an opportunity
The Millennium Bridge;
1. Be principled;
2. Believe there are opportunities – prime yourself;
3. Try more, little and often;
4. See a bigger picture;
5. Use every connection;
6. Flip the negative;
7. Be persistent;
8. Do more than is expected, trust intuition, seize the
moment
Overview; Summary; Key words for yourcreativity vocabulary
12. The ‘creative diamond’
The four Qs; The four Qs overview in creativity -getting the balance right; The rigid, inflexiblemind; Summary; Key words for your creativity vocabulary
13. The creative individual
1. Be uncomfortable;
2. Be a pig, a mule and a Zebedee;
3. Have a positive anchor and be Robert Davy;
4. Overflow your jug;
5. Take your hunches to work;
6. Work, work — and work;
7. Be a professor of public relations and parlez
PR;
8. Is your escalator a stairway?;
9. Speak the language of the positive;
10. Reach for the stars;
And 11. Break the rules, be happy and have fun;
Summary; Key words for your creativityvocabulary
14. Creating a creative culture
The ‘Creative Challenge’; Managing creative
individuals; The characteristics of a creative
organization; The creative director – to have orhave not?; Summary; Key words for yourcreativity vocabulary
15. The ethics of creativity: lies, damned lies
Impropaganda; Dealing with ‘impropaganda’; The creative use of ‘impropaganda’; Final thoughts on ‘impropaganda’; Summary; Key words for
your creativity vocabulary
16. The future of creativity
The Creative Range; The Information stagetransformed; The Incubation stage transformed;The Illumination stage transformed;TheIntegration stage transformed;The Illustrationstage transformed; And finally: greater study of creativity; Key words for your creativityvocabulary
17. Award ceremony
18. Interested in finding out more?
Favourite books on creativity and developing your mind’s creative skills; Books on creativity in
marketing; Books on creativity in organizations; Books on self-development; Neuro Linguistic Programming; Internet sites; Training courses; Organizations
Wow! eBook
