This document provides an overview and summary of a presentation on creativity in public relations. It begins with a brief biography of the presenter, Andy Green, who is an expert in creativity, flexible thinking, and communications. The presentation then covers various topics related to creativity, including definitions of creativity, myths about creativity, different ways of thinking (such as lateral thinking and green/red light thinking), the creative process, techniques for generating ideas, and applying creativity in public relations and creating a creative culture. The presentation aims to help people understand creativity and how to utilize creative thinking in their work, especially in public relations.
This document provides an overview and summary of a presentation on creativity in public relations. It begins with a brief biography of the presenter, Andy Green, who is an expert in creativity, flexible thinking, and communications. The presentation then covers various topics related to creativity, including definitions of creativity, myths about creativity, different ways of thinking (such as lateral thinking and green/red light thinking), the creative process, techniques for generating ideas, and applying creativity in public relations and creating a creative culture. The presentation aims to help people understand creativity and how to utilize creative thinking in their work, especially in public relations.
This document provides an overview and summary of a presentation on creativity in public relations. It begins with a brief biography of the presenter, Andy Green, who is an expert in creativity, flexible thinking, and communications. The presentation then covers various topics related to creativity, including definitions of creativity, myths about creativity, different ways of thinking (such as lateral thinking and green/red light thinking), the creative process, techniques for generating ideas, and applying creativity in public relations and creating a creative culture. The presentation aims to help people understand creativity and how to utilize creative thinking in their work, especially in public relations.
This document provides an overview and summary of a presentation on creativity in public relations. It begins with a brief biography of the presenter, Andy Green, who is an expert in creativity, flexible thinking, and communications. The presentation then covers various topics related to creativity, including definitions of creativity, myths about creativity, different ways of thinking (such as lateral thinking and green/red light thinking), the creative process, techniques for generating ideas, and applying creativity in public relations and creating a creative culture. The presentation aims to help people understand creativity and how to utilize creative thinking in their work, especially in public relations.
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 6 7 D 6 8 6 D 9 A )
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8 A ) 9 < 8 A ) 9 < 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
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. 15 16 17 18 19 20 21 22 /han! you and see you again