Although creativity is often seen as an innate talent, creativity is actually a type of skill, an ability that can be improved to a certain extent using some proven techniques. New habits and changes in established practices related to public relations lead to new ideas that can be polished into majestic value-added projects for our clients – together with professional knowhow and the support of some positive team spirit. Here are some suggestions that will help you to enhance creativity in the design of projects and take them to a higher level.

1. Escape your comfort zone
The worst thing for a public relations professional is to stick to what we know and rest on our laurels. We all remember our first week at the agency, our first press releases, our first contact with journalists, and those feelings of overwhelming uncertainty and discomfort at the time. As time passes, we overcome new challenges and expand our comfort zone; however, there are always areas we don’t know and, if possible, prefer to avoid. Since our comfort zone not only hinders us professionally as well as creatively, set yourself some new challenges for the year ahead to expand those areas in which you feel comfortable. Public speaking, preparing strategies under pressure, networking with journalists and potential clients, effective presentation of your ideas (to bosses, clients) – which of the challenges will you conquer in the coming year?

2. Define your creative area
When designing communication strategies and campaigns, we often rely on the safest option, i.e. on the “safe bet”. What if we focus on the most unusual or unimaginable option (event or campaign) for a change? By plotting out the safest and most extreme possibilities (which are often in complete opposition to those we could imagine executing until now), a wide range of creative ideas opens up to you. You also send up taking a weight off your shoulders, because in the worst-case scenario you can still choose the safe option.

3. The random words technique
Perhaps it is not so well known or widespread in the field of public relations, but musicians and writers often use this random words technique. The key to the technique is the random selection of words (words that first come to your eyes or lodge in your ears), whether while reading a newspaper or magazine, while listening to the radio or watching television, and then any combination of chosen words follows. The technique may seem simple, but is extremely effective, since you can get really good ideas from seemingly unconnected words. This can be even more effective if you use this technique in a group when brainstorming.

4. Brainstorming
And here we come to brainstorming, one of the most well known creative techniques, first mentioned by Alex Osborn in the 1950s (more about this technique in his book Applied Imagination). A key problem in brainstorming arises when the group members get the starting points too late and join the brainstorming completely unprepared. Therefore, it would be best to brief your colleagues on the case and the client at least a few hours ahead of the brainstorming session. It is also a good idea for the person in charge of the project to analyse the starting points, prepare guidelines for the implementation and a basic plan for the strategy or offer, which is then distributed to all employees a few hours before the brainstorming. You can improve on the most creative ideas for your campaign at the informal meeting, so the end result will be truly striking.

5. The constant search for inspiration
In order to be creative it is not enough to read the daily papers and be checking other media (covering the widest possible range of topics and themes). Instead, it is essential to look for inspiration at art exhibitions and in theatres, at professional conferences, and while watching movies, reading books, visiting festivals, etc. One of the best tips is this: every time you find a leaflet, offer, press release, event program or similar that really gets your attention, save it in your “inspirational“ file, folder or box. You can make an e-folder for digital inspiration you find in the form of e-mail. That way, whenever you are hit with a creative block, refresh your memory with interesting projects already implemented and customize or upgrade them.

6. Professional training
No ideas – not even the most creative and original ones – will come to life without the proper knowledge required for their implementation. Professional education in and of the field is essential, and a prerequisite for creating and implementing any further projects. By attending professional events, reading professional literature, networking with other professionals and ongoing education, you will develop the professional skills that are crucial for generating new ideas and creating opportunities in public relations. However, remember: even the most experienced experts have to maintain a sense of enthusiasm, curiosity, and a really open mind – otherwise, your creative capacities, characteristic of beginners who are unburdened by past rejections, is subject to near-arbitrary spikes and crashes. Creativity knows no boundaries – they only exist in your mind, and only if you let them.

Further reading: Green, Andy. 2010. Creativity in Public Relations, Fourth Edition. London and Philadelphia: Kogan Page