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Table of Contents
Chapter 1: A Definition of Creativity
Some Possible Definitions
A Time and a Place
A Definition for Public Relations Practitioners
Creativity, the Nemesis of Stupidity
Added Value
The Context for Creativity
Creativity Versus Innovation
Creative Thinking versus Non-Creative Thinking
Big C or Little c?
Chapter 2: Creativity - Some Myths Debunked
The Myth of the Instant Big Idea
The Myth of Left-Brain/Right-Brain Theory
The Myth of Lateral Thinking Equals Creativity
Chapter 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
Your Creative Thinking Spectacles
Using Creative Thinking Spectacles to Progress Your Creative Idea
Questions Are a Creative Practitioners Best Friend
Chapter 4: The Creative Process
The Five Is
Information
Incubation
Illumination
Integration
Illustration
Chapter 5: Green Light Thinking: Creative Techniques
Suggested Techniques for Stimulating Ideas
Creating New Angles for Your Story
Structuring for Information Gathering, Idea Creation, and Evaluation of Ideas
Tehcniques for Encouraging a Creative State of Mind
Chapter 6: Green Light Thinking : Brainstorming
General Principles
A New Way Ahead: Structured Brainstorming
Nominal Group Technique (NGT)
Chapter 7: Creativity - The Consultation Tool
Identify Different Audiences to Be Consulted
Engage Hard-to-Reach Audiences
Overcome Initial Objections
Obtain Political Buy-In From Key Targets
Express and Make a Statement About Your Own Creativity
Generate New Ideas and Alternatives From Those Being Consulted
Obtain Valuable Market Intelligence and Insight
Create Super-Advocates for Your Cause
Key Lessons for Successful Creative Consultation
Challenges with Consultation
Feedback
The Consultation Quandary
Chapter 8: Red Light Thinking: The Evaluation of Ideas
Formal Evaluation Methods
Benjamin Franklin's Prudential Algebra Technique
External Evaluation
You Decide
Chapter 9: Creativity Is Not Just For Photocalls
Creativity as a Strategic Tool
Creativity as a Tactical Tool
Practical Examples
Chapter 10: Creativity and Social Media
New Opportunities and Challenges for the Creative Practitioner
The Age of Pull Strategies
Telling a Good Story - In a Shared Way
The End of the Stunt as We Know It?
Using Your Fan Base
Don't Be Creative With the Technology
The Qualities of the Creative Social Media Champion
The Inevitable Brickbats, Whatever Way You Turn
New Thinking Heads Required?
Chapter 11: The Creative Meme Master
Is Public Relations an Art?
What Is a Meme?
Developing Meme-Sensitive Creative Thinking
Meme Judo
Some Examples of Memes in Action
The Growing Significance of Understanding Memes in Communications
Creating Your Next Meme: The Meme Triangle
Meme Strategies
The Creative Practitioner: A Master of Memes
Chapter 12: Obstacles to Creativity
The Nature of the Problem
Poor Green Light/Red Light Thinking in the Creative Process
Poor Management of the Creative Process
Cultural/Socialization Problems
Overcoming the Obstacles
Chapter 13: You Are Never More Than 12 Feet From An Opportunity
The Millennium Bridge
Be Principled
Believe There Are Opportunities - Prime Yourself
Try More, Little, and Often
See a Bigger Picture
Use Every Connection
Flip the Negative
Be Persistent
Do More
Chapter 14: The Creative Diamond
The Four Qs
The Four Qs Overview in Creativity - Getting the Balance Right
The Rigid, Inflexible Mind
Chapter 15: The Creative Individual
Be Uncomfortable
Be a Pig, a Mule, and a Zebedee
Have a Positive Anchor and Be Robert Davy
Overflow Your Jug
Take Your Hunches to Lunch
Work, Work - and Work
Be a Professor of Public Relations and Parlez PR
Is Your Escalator a Stairway?
Speak the Language of the Positive
Reach for the Stars
Break the Rules, Be Happy, and Have Fun
Chapter 16: Creating a Creative Culture
The Creative Challenge
Managing Creative Individuals
The Characteristics of a Creative Organization
The Creative Director - To Have or Have Not?
Chapter 17: The Ethics of Creativity: Lies, Damned Lies, and Impropaganda
Dealing with Impropaganda
The Creative Use of Impropaganda
Final Thoughts on Impropaganda
Chapter 18: The Future of Creativity
The Creative Range
The Information Stage Transformed
The Incubation Stage Transformed
The Illumination Stage Transformed
The Integration Stage Transformed
The Illustration Stage Transformed
And Finally: Greater Study of Creativity
Chapter 19: Award Ceremony
Chapter 20: Interested in Finding Out More?
Some Possible Definitions
A Time and a Place
A Definition for Public Relations Practitioners
Creativity, the Nemesis of Stupidity
Added Value
The Context for Creativity
Creativity Versus Innovation
Creative Thinking versus Non-Creative Thinking
Big C or Little c?
Chapter 2: Creativity - Some Myths Debunked
The Myth of the Instant Big Idea
The Myth of Left-Brain/Right-Brain Theory
The Myth of Lateral Thinking Equals Creativity
Chapter 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
Your Creative Thinking Spectacles
Using Creative Thinking Spectacles to Progress Your Creative Idea
Questions Are a Creative Practitioners Best Friend
Chapter 4: The Creative Process
The Five Is
Information
Incubation
Illumination
Integration
Illustration
Chapter 5: Green Light Thinking: Creative Techniques
Suggested Techniques for Stimulating Ideas
Creating New Angles for Your Story
Structuring for Information Gathering, Idea Creation, and Evaluation of Ideas
Tehcniques for Encouraging a Creative State of Mind
Chapter 6: Green Light Thinking : Brainstorming
General Principles
A New Way Ahead: Structured Brainstorming
Nominal Group Technique (NGT)
Chapter 7: Creativity - The Consultation Tool
Identify Different Audiences to Be Consulted
Engage Hard-to-Reach Audiences
Overcome Initial Objections
Obtain Political Buy-In From Key Targets
Express and Make a Statement About Your Own Creativity
Generate New Ideas and Alternatives From Those Being Consulted
Obtain Valuable Market Intelligence and Insight
Create Super-Advocates for Your Cause
Key Lessons for Successful Creative Consultation
Challenges with Consultation
Feedback
The Consultation Quandary
Chapter 8: Red Light Thinking: The Evaluation of Ideas
Formal Evaluation Methods
Benjamin Franklin's Prudential Algebra Technique
External Evaluation
You Decide
Chapter 9: Creativity Is Not Just For Photocalls
Creativity as a Strategic Tool
Creativity as a Tactical Tool
Practical Examples
Chapter 10: Creativity and Social Media
New Opportunities and Challenges for the Creative Practitioner
The Age of Pull Strategies
Telling a Good Story - In a Shared Way
The End of the Stunt as We Know It?
Using Your Fan Base
Don't Be Creative With the Technology
The Qualities of the Creative Social Media Champion
The Inevitable Brickbats, Whatever Way You Turn
New Thinking Heads Required?
Chapter 11: The Creative Meme Master
Is Public Relations an Art?
What Is a Meme?
Developing Meme-Sensitive Creative Thinking
Meme Judo
Some Examples of Memes in Action
The Growing Significance of Understanding Memes in Communications
Creating Your Next Meme: The Meme Triangle
Meme Strategies
The Creative Practitioner: A Master of Memes
Chapter 12: Obstacles to Creativity
The Nature of the Problem
Poor Green Light/Red Light Thinking in the Creative Process
Poor Management of the Creative Process
Cultural/Socialization Problems
Overcoming the Obstacles
Chapter 13: You Are Never More Than 12 Feet From An Opportunity
The Millennium Bridge
Be Principled
Believe There Are Opportunities - Prime Yourself
Try More, Little, and Often
See a Bigger Picture
Use Every Connection
Flip the Negative
Be Persistent
Do More
Chapter 14: The Creative Diamond
The Four Qs
The Four Qs Overview in Creativity - Getting the Balance Right
The Rigid, Inflexible Mind
Chapter 15: The Creative Individual
Be Uncomfortable
Be a Pig, a Mule, and a Zebedee
Have a Positive Anchor and Be Robert Davy
Overflow Your Jug
Take Your Hunches to Lunch
Work, Work - and Work
Be a Professor of Public Relations and Parlez PR
Is Your Escalator a Stairway?
Speak the Language of the Positive
Reach for the Stars
Break the Rules, Be Happy, and Have Fun
Chapter 16: Creating a Creative Culture
The Creative Challenge
Managing Creative Individuals
The Characteristics of a Creative Organization
The Creative Director - To Have or Have Not?
Chapter 17: The Ethics of Creativity: Lies, Damned Lies, and Impropaganda
Dealing with Impropaganda
The Creative Use of Impropaganda
Final Thoughts on Impropaganda
Chapter 18: The Future of Creativity
The Creative Range
The Information Stage Transformed
The Incubation Stage Transformed
The Illumination Stage Transformed
The Integration Stage Transformed
The Illustration Stage Transformed
And Finally: Greater Study of Creativity
Chapter 19: Award Ceremony
Chapter 20: Interested in Finding Out More?