“Thinking outside the box” is a familiar expression, but putting it into practice can be difficult. A creative mindset matters at a PR agency because every client brings a different challenge. A B2B audience may need a very different approach from a consumer audience.
How do you keep finding useful ideas? Colleagues at Progress Communications and Eventive in Amsterdam shared four approaches.
1. Give brainstorming a clear structure
Brainstorming was high on everyone’s list. Letting ideas flow sounds straightforward, but a few ground rules help the session work.
Encourage people to contribute, think ambitiously and write down their suggestions. During the initial idea-generating stage, avoid immediately dismissing a thought with “yes, but”. Assessment comes later; judging too quickly can stop an idea before somebody else has had a chance to build on it.
Focus on one clear question. If there are several different problems to solve, separate them into distinct discussions so the group can maintain an overview.
Think about the group size as well. A large group can generate many suggestions, but a few voices may dominate. Asking everyone to develop ideas individually before sharing them gives more people a route into the conversation.
Read our five tips for a productive PR brainstorm for more detail.
2. Take a walk or change your surroundings
When you remain at the same desk, it is easy to keep returning to the same line of thought. A different setting brings different sights, sounds and people into view.
A short break, alone or with colleagues, can give you some distance from the problem. When you return, you may find it easier to look at the question again. The aim is to create room for a fresh perspective rather than to force an answer through more time at the screen.
3. Revisit earlier successes and adapt what you learn
Your own experience can be a source of ideas. Think about a campaign that worked well: what did you do differently, and why was it relevant to the audience?
Use that understanding alongside new developments in the market or media. For example, changing ways of working with influencers may suggest a new application for an earlier idea. The goal is to learn from the principle, rather than copy the execution unchanged.
Our influencer campaign work is one example of combining an audience insight with a suitable creative approach.
4. Make room for creative activities
Writing, drawing, making music or trying another activity can provide a different way to experiment with ideas. You do not need to produce a masterpiece; the value is in exploring and paying attention in a new way.
At Progress Communications, analytical and creative thinking both contribute to a client’s PR strategy. As a Benelux PR agency, we develop an approach around the particular organisation and its audience.
Curious about what a fresh perspective could bring to your communications? Contact our team to discuss your challenge.
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