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Public Relations > Chapter 7 > Flashcards

Chapter 7 Flashcards

1
Q

Creative thinking and public relations

A

To appreciate the value of creative thinking, it is important to understand what creativity is.

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2
Q

Creative thinking defined

A

Notes that creativity can be examined and defined more easily when it is broken down into different categories.

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3
Q

Creativity vs. Innovation

A

Creativity is the thinking process that helps us generate ideas; whereas innovation is the practical application of these ideas toward accomplishing our objectives effectively.

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4
Q

Notes that research has produced three proposed views that explore the relationship between creative and innovation.

A
  1. They imply the same idea, as they both invoke a sense of novelty.
  2. They have different meanings.
  3. They are complimentary to one another.
    Creation
    Creativity stage
    Coming up with new ideas

Innovation
Implementation stage
Putting ideas to practical use

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5
Q

The value of creativity in PR

A

The value of creativity in PR can be viewed from the level of success that an organisation achieves in delivering its messages.

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6
Q

Types of creative thinking

A

Concrete: sensory awareness ( i.e hearing, seeing etc)
Semantic: reading and verbal abilities.
Symbolic: meaning recognition (i.e words, numbers etc)
Social: behaviour and social awareness.

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7
Q

Divergent thinking

A

Divergent thinking is associated often with creative thinking processes, as it is characterised by a more fluid, flexible and expansive way of approaching problem-solving and development new ideas

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8
Q

Convergent thinking

A

Convergent thinking is associated with critical thinking skills.

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9
Q

Lateral thinking

A

Lateral thinking is another popular term used when describing creative thinking.

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10
Q

Divergent

A

Using diverse ways to think of new problems in a flexible way

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11
Q

Convergent

A

Using critical thinking and familiar concepts to evaluate new situations

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12
Q

The five i’s creative process

A
  1. Information
    As its name suggests the information stage is about acquiring whatever information and details are required for the accomplishment of a specific task.
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13
Q
  1. Incubation
A

The incubation stage, similar to the Helmholtz’s resting stage, refers to a period where there is no conscious application of solutions or ideas or as the old saying goes: to sleep on it

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14
Q
  1. Illumination
A

Moving on, the illumination stage occurs as a result of the combination of the information and incubation stages culminating in an idea or solution.

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15
Q

4.Integration

A

The integration stage follows on naturally from the previous phase. After the idea has been incubated and has hatched, we can picture it as alive and ready to go

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16
Q
  1. Illustration
A

Lastly the illustration stage is about getting the idea/solution out into the world, letting it be seen received and used.

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17
Q

There are five elements that can aid selling and idea/solution in order it to thrive eventually and not be lost.

A
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18
Q
  1. Legitimising the source of the idea
A

Legitimising the source of the idea refers to who and where the idea comes from and whether it comes from the source.

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19
Q
  1. Timing
A

Timing is an important element to consider when presenting a new solution because, if it is done too early or too late in the development process, it will not be received successfully

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20
Q

Translating the idea

A

Translating the idea is another important element because it requires a creator to see from the perspective of their audience or a person who will use their idea/solution

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21
Q
  1. Keeping within brand values
A

Keeping within brand values can also advance an idea or solution

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22
Q
  1. Presenting within the concept of a relationship
A

The last approach is also highly relevant for PR, as it focuses on using communication to create a connection with the audience

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23
Q
A
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24
Q

The design-thinking process

A

When we think of design, our mind drifts to more traditional or familiar forms of the concept immediately

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25
There are three phases to design - thinking process, primarily referred to as'space':
26
1. Inspiration
Is where a problem or opportunity indicates that some solution is required.
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2. Ideation
Importantly the ideation space relies heavily on divergent thinking methods.
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3. Implementation
The implementation space is where the ideas generated from previous stages are into practice.
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Techniques to stimulate creativity
Brainstorming Brainstorming is one of the most popular techniques used to stimulate creativity for problem-solving. The structured brainstorming model
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Step 1: senior manager analyses the brief
The objective is identified and arranged by management
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Step 2: establish the criteria
The objective is broken down into specific criteria to accomplish.
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Step 3: devise the initial plan
The early course of action is formula
33
Step 4: first green-light thinking (brainstorm) session
Use divergent and lateral thinking to brainstorm a wide range of ideas, without necessarily evaluating them at this stage.
34
Step 5: second green-light thinking session
Give ideas time to Incubate and return for a second brainstorming session to generate more ideas and approaches.
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Step 6: collect more ideas
After a full day of incubation, collect any additional ideas that have occurred.
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Step 7: red-light thinking session
Use convergent thinking to evaluate the usefulness and suitability of ideas.
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Step 8: establish the plan
Compile the best ideas into a refined plan of action to accomplish the objective.
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Step 9:gain acceptance
The plan is submitted for approval
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Mind maps
Drawing mind maps is well-known technique
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The characteristics and values of creative people
Ten characteristics of creative people
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1. Restless
Creative people have active minds and they need to be involved in the creativity stimulating project
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Bold risk-takers
Creative people are willing to take risks often, despite the possible risk of failure.
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3. Out-of-the box thinkers
Creative people practice divergent, convergent and lateral thinking.
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4. Lead with the heart
Creative people believe in operating from a place of heart and doing things for the greater good, instead of conforming to a system.
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5. Curious
Creative people are always curious about new experiences and ideas.
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6. Disregard rules
Creative people are open to breaking the rules in order for new ideas and innovations to come forward.
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7. Work independently
Creative people possess a lot of self-awareness and love to explore their inner world
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8. Fickle
Creative people can change their minds often, while being in touch with many creative processes
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9. Eccentric
Creative people are multi-passionate and multi-skilled
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10. Dreamers
Creative people are connected deeply to days dreaming and imagination, which enables them to have more insight and vision for the future
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The value of creative people
52
Being able to be uncomfortable
Fear of failure can limit a person from exploring new ideas or projects and can ultimately expand their comfort zone
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Being committed
No Matter the project you are involved in, it's important to be aware of the level of commitment it requires.
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Having a role model
Whether it is a real person or not, it is important to have a role model
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Following intuition
It is important to stick to your instincts and to not ignore any creative ideas that present themselves.
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Being open to the world
It is important for a creative individual to be open to new ideas and inspiration from. The world around them
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Working hard
Creative professionals believe in the power of practice and working hard to achieve goals and making an idea come to fruition
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Being flexible
Being a creative individual requires a flexible perspective
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Being positive
Having an attitude of positivity helps the creative individual not in their day-to-day life, but also in their project/creative work
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Having vision
It is important for any creative individual or practitioner to have for their life and work
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Being willing to try new things
Lastly being able to think outside of the box of conformity will help the creative individual to come up with new ways of doing things as well as new ideas.
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Storytelling techniques and processes
64
Quest
The quest plot is where a main character goes in search of something new and great.
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Rivalry
The rivalry plot is about the relationship between two competing
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Underdog
The underdog plot is about the hero or heroine of the story who is against the bigger and more powerful aspects of life, whether it is a powerful person, a boss, an organisation or any situation that presents itself as an obstacle for the underdog to overcome.
67
Adventure
The adventure plot is about a journey and it focuses on where the adventure takes place and what happens during the adventure.
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Wretched excess
As its name implies the wretched excess plot structure is about conveying the struggles and collapse of subjects, whether they be a single character or a collective
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Storytelling tips
Outline your story Will it be a quest or an adventure story? What characters will be in the story? Who is the target audience?
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Persuasive message
We can define persuasion as the process of attempting to change and reinforce attitudes, values, beliefs or behaviour.
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