Clients have clear expectations of their PR agency. Alongside press releases, reporting and pitching stories to the media, there is room for a surprising campaign idea. A creative plan that attracts extra media attention or reaches a new audience can make a valuable contribution. But how do you arrive at that idea? A well-organised PR brainstorm is a good place to start. Here are five tips to help you make it productive.
1. Never give up
It may sound like a cliché, but giving up too soon is a mistake in a brainstorm. At the start, a session can produce so many ambitious, creative and sometimes unrealistic suggestions that it is difficult to see a clear direction. A concrete plan built around one strong idea may still seem a long way off.
That is not a problem: the best plans rarely emerge fully formed. Thinking through the question together helps you develop possibilities into a workable concept. If necessary, spread the process over several days or try different brainstorming techniques. Creativity needs time.
2. Set a clear objective beforehand
A brainstorm needs a purpose. Before discussing campaign ideas, agree with the client what the session should achieve. Ask questions about their expectations and the problem they want to solve. Once that is clear, write down the objectives and the questions the team needs to explore.
Make the brief easy for everyone to understand. Questions beginning with “How could we…?” or “How can we make sure that…?” help focus the discussion while leaving room for different answers. The objective gives the team something to return to when deciding which ideas to develop.
3. Choose the right people, resources and timing
Preparation matters. Who should take part: the whole account team, social media colleagues or specialists in PR events? Invite people whose experience fits the question, while allowing space for fresh perspectives.
Have the practical materials ready too. A flip chart and sticky notes make it easier to capture ideas and see connections. Even something simple, such as fruit or biscuits, can help a group that needs an energy boost late in the day.
Think about timing and schedule the session in advance. Whether you choose the morning or afternoon, give participants enough notice to prepare and protect the time in their diaries.
4. Encourage creativity and give everyone a voice
A brainstorm is a chance to think aloud and suggest ideas that might surprise the client. Encourage people to share what comes to mind, including thoughts that initially seem unusual. Originality is welcome, and one person’s suggestion can prompt an idea that somebody else would never have reached alone.
This exchange can be more productive than struggling with a problem by yourself. Make sure everyone has the opportunity to contribute, rather than letting the most confident voices dominate. Stay open to new approaches and avoid holding on exclusively to your own suggestions.
5. Organise the ideas and turn them into a plan
When the flip charts are full, it is time to make choices. Treat each suggestion as a starting point rather than assuming it is already the best solution. Which ideas are similar? Which can be combined? Grouping them by theme or product category makes the options easier to assess.
Compare those groups with the original objective. Some ideas will fall away; others will become stronger when developed together. Gradually, the long list becomes a concrete concept. Build that concept into a plan with a clear timeline, including the moments when the campaign can connect with relevant news or events.
There is more to a useful brainstorm than simply gathering people in a room. With preparation and follow-through, however, it can generate a wide range of ideas for both B2B and B2C campaigns. At Progress Communications, brainstorming has helped us develop campaigns including work for Microsoft.
Looking for a fresh approach to your communications? As a PR agency in the Benelux, we can help turn your challenge into a focused creative session. Contact our team to discuss a brainstorm for your brand or product.
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