“I’m all for maturity, but we [PR pros] need the spirit of the creatives,” said Todd Cooley, APR, principal of Todd Cooley Company, at the 2016 PRSA Western District Conference as he danced by the sound of the audience playing musical instruments. You had to be there!
Today’s time in PR is more dynamic and disruptive than it ever has been allowing many opportunities to let our inner creative spirits run wild.
Cooley noted there is a higher demand for creativity in agencies, and not just for events, but in our processes, brainstorming sessions, content and of course, campaigns. A 2015 Holmes Report Global Study found that agencies reported that 70.2 percent of their clients are demanding greater levels of creativity.
We use creativity to generate new ideas to solve problems, communicate and entertain. And I say “we” because anyone can be creative. There is not a “creative type” that is limited to one type of person. Anyone can unleash his or her creativity. It can be taught, learned and enhanced. Other common myths that Cooley noted include:
Believe it or not, there’s actually a systematic process for producing creative solutions. This process is all about understanding the problem, generating as many ideas that you and your team can think of, review each idea for further development, evaluate and assess the best ideas and then develop a plan to implement.
Just make sure that when you have these brainstorming meetings that all ideas are welcomed, never judged and in an environment where there are no interruptions and in an unfamiliar room is best.
The result? Original, creative or innovative ideas.
Ending the conference session with the words from one of my favorites, Pablo Picasso, “Learn the rules like a pro, so you can break them like an artist.”