This is very creative, but … …__-----………An anonymous client
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Far to often the word ‘creative’ in public relations is used to describe the off-beat, the irreverent and, at times, the downright silly. This ‘creative’ activity can be likened to the experience of actress Maureen Lipman when staying in a hotel. There was a knock on the door while she was in the shower. ‘Hello, I Have a telegram from you’ said the porter. ‘Can you slip it under the door?’ replied Ms Liman. ‘No I can’t, replied the porter, it’s on a tray.’ Rather like the porter’s tray, so much of what of what constitutes ‘creativity’ in public relations practice actually gets in the way of delivering the message.
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One of the goals set for this writing is to establish a definition of ‘creativity’ that is readily understandable, memorable, and relevant for your work. This understanding of creativity will help you analyse any activity that you are likely to meet in your work, and so make you a truly creative public relations practitioner
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This recognition by a wider audience is seen by some an a crucial element in defining ‘creativity’. The creative process is not only at the point of origination with the creator but also in its recognition by others, where they in turn may need to demonstrate creative skills and understanding to appreciate and value the work of creativity. In the example of the artist , it is not enough for him to be creative, but the audience has to be creative in recognizing the creative qualities of the work.
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One of the world’s leading experts on the subject of creativity, Professor Morris Stein, gave his definition in a conversation; ‘Creativity is a process that result in novelty which is accepted as useful, tenable or satisfying by a significant group of others at some point in time’. By ‘ significant group of others’ he means those who have influence or power to determine what is recognized as of value in a group. In a public relations context, significant others’ could be defined as fellow practitioners, or users and consumers of our product service, such as journalists and clients.
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There is still an element of tautology in this approach, where it is saying: ‘ Creativity is what people, who has been recognized as “creative’, do’. Nonetheless, its emphasis on placing value and identifying a cultural context, is and important step in developing our own working definition of ‘creativity’ for public relations practitioners.
A Time and A Place
In variably, as soon as someone in the business hears about my interest in creativity, they give me the line: ‘Well you know there’s no such thing as anew idea in public relations. It’s all been done before’. My considered response is: ‘Yes you’re right. Many combinations of different elements have been used widely in the past’. There are also practitioners who dismiss the efforts of their colleagues who, they claim, have ‘stolen’ ideas that have been used before – they regand these efforts at being creative as somehow almost fraudulent.
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There is a metaphor of great insight from the Greek Philosopher Heracltus, who argued that’ A man never stands in the same river twice’. When faced with the task of being creative, we are in a world that, like a river is constantly changing. Consequently it is perfectly legitimate-and, indeed, creative-to use an idea that has previously been employed, because the context will be different and the word has moved on in some way.
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There are numerous examples of ideas seemingly a head of their time. The reality is often that the combination of element could not produced added value at the time the ideas were presented. With a change in context, perhaps with other technological, social or historical developments, the added-value element can be achieved in a different context. Leonardo da Vinci produced designs for a helicopter, which could only be brought to fruition when advances in other fields of technology and aeronautics could make human flight a reality. In similar fashion, there is nothing wrong in ‘stealing’ other people’s ideas; the context in which the ideas are later used is the important point. However, when it comes to presenting these ideas as your own, that is a matter between you, your conscience, and availability of evidence of the original idea.
…
One of the goals set for this writing is to establish a definition of ‘creativity’ that is readily understandable, memorable, and relevant for your work. This understanding of creativity will help you analyse any activity that you are likely to meet in your work, and so make you a truly creative public relations practitioner
Page ….
….…
This recognition by a wider audience is seen by some an a crucial element in defining ‘creativity’. The creative process is not only at the point of origination with the creator but also in its recognition by others, where they in turn may need to demonstrate creative skills and understanding to appreciate and value the work of creativity. In the example of the artist , it is not enough for him to be creative, but the audience has to be creative in recognizing the creative qualities of the work.
…
One of the world’s leading experts on the subject of creativity, Professor Morris Stein, gave his definition in a conversation; ‘Creativity is a process that result in novelty which is accepted as useful, tenable or satisfying by a significant group of others at some point in time’. By ‘ significant group of others’ he means those who have influence or power to determine what is recognized as of value in a group. In a public relations context, significant others’ could be defined as fellow practitioners, or users and consumers of our product service, such as journalists and clients.
…
There is still an element of tautology in this approach, where it is saying: ‘ Creativity is what people, who has been recognized as “creative’, do’. Nonetheless, its emphasis on placing value and identifying a cultural context, is and important step in developing our own working definition of ‘creativity’ for public relations practitioners.
A Time and A Place
In variably, as soon as someone in the business hears about my interest in creativity, they give me the line: ‘Well you know there’s no such thing as anew idea in public relations. It’s all been done before’. My considered response is: ‘Yes you’re right. Many combinations of different elements have been used widely in the past’. There are also practitioners who dismiss the efforts of their colleagues who, they claim, have ‘stolen’ ideas that have been used before – they regand these efforts at being creative as somehow almost fraudulent.
….
There is a metaphor of great insight from the Greek Philosopher Heracltus, who argued that’ A man never stands in the same river twice’. When faced with the task of being creative, we are in a world that, like a river is constantly changing. Consequently it is perfectly legitimate-and, indeed, creative-to use an idea that has previously been employed, because the context will be different and the word has moved on in some way.
…
There are numerous examples of ideas seemingly a head of their time. The reality is often that the combination of element could not produced added value at the time the ideas were presented. With a change in context, perhaps with other technological, social or historical developments, the added-value element can be achieved in a different context. Leonardo da Vinci produced designs for a helicopter, which could only be brought to fruition when advances in other fields of technology and aeronautics could make human flight a reality. In similar fashion, there is nothing wrong in ‘stealing’ other people’s ideas; the context in which the ideas are later used is the important point. However, when it comes to presenting these ideas as your own, that is a matter between you, your conscience, and availability of evidence of the original idea.
(By. Andy Green)
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