People often ask me how we come up with creative campaign ideas for Communiqué PR clients. In new business meetings, it is a question that is of particular interest. I have to admit coming up with a novel idea or new messaging for a client is one of the most exciting parts of my work in public relations, but it is not always easy to articulate the process we take to come up with our ideas. Nonetheless, creativity is one of the hallmarks of our firm.
It was therefore with great interest that over the holidays I discovered a new book called “Your Creative Brain: Seven Steps to Maximize Imagination, Productivity, and Innovation in Your Life.” Written by Shelley Carson, who based the book on her Harvard psychology course, the book takes an in-depth look at the definition of creativity, how our brains work, provides insight into brain states and provides readers with quizzes and exercises to strengthen one’s creativity.
So what is creativity? Carson explains in her book that there are two key elements to the definition. “First, the creative idea or product needs to be novel or original, and second, it has to be useful or adaptive to at least a segment of the population.” She then goes on to explain how you can apply these elements for the betterment of your life or the lives of those around you. After all, your creativity can have a direct impact on your ability to write a winning business plan, resolve conflict, prepare a fabulous meal for a dinner party or convince your child to begin his or her homework.
I have found her insight into brainsets to be fascinating. She explains, “Just as your mindset determines your mental attitude and interpretation of events, your brainset influences how you think, approach problems, and perceive the world.”
Finally, in her CREATES model she has identified seven brain activation states that are relevant to creativity. They are as follows: Connect; Reason; Envision; Absorb; Transform; Evaluate; Stream.
If you want to continue to foster and develop your creativity, I highly recommend this book. It is an interesting read providing excellent insight into how to better harness the creative process to improve your life, work, relationships and more.
For additional insight into my favorite books, please check out my blog post, “Ten Favorite Business Books” from August 2010.
Tags: Creative Campaign Ideas, Fostering Creativity, Shelley Carson, Your Creative Brain Filed under: Strategic Public Relations book