"Creativity in public relations" by A. Green
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Transcript of "Creativity in public relations" by A. Green
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“Creativity in Public Relations” by A. Green
Chapter 2
Creativity:
some myths debunked
Lomonosov Moscow State UniversityFaculty of Foreign Languages and Area Studies
Fulfilled: Antonova Anastasia
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Table of contents
• №1The myth of the instant “Big Idea”
• №2 The myth of left-brain right-brain theory
• №3 The myth of “lateral thinking equals
creativity”
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№1The myth of the instant “Big Idea”
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What is the “Big Idea”
Big idea is an idea from nowhere so
clever and so profound that it
defines creativity.
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The myth of the instant “Big Idea”
The instant big idea does not exist. Ideas come through a series of small steps they build up
each other to produce the final idea.
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People confuse Big Idea with:
Big Provocation
challenges the assumption of orthodox way of thinking.
Big Vision
is an individual may possess a vision of where in the future they would like to be or may have
a major goal to achieve. But in such cases there is no real solution to the problem.
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The message: think small rather than tall
The trick to creativity and creating new ideas is not how you think up the instant Big Idea, but what you
can do to generate little ideas which can later be combined in
some way to be presented as a Big Idea.
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№2 The myth of left-brain theory
right-brain
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It is believed that:
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The reality
Both sides of the brain are activated no matter what task you put to them. Researches show that mental skills are distributed throughout the
brain
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Green light thinking
Green light thinking - anything can go where the
accent is on positively encouraging as many ideas as possible whatever their
status or validity.
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Red light thinking
Red light thinking -sober analysis of what will or will not work the rational judgment of
an idea.
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№3 The myth of “lateral thinking equals creativity”
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“Lateral thinking”
Seeks to solve problems by unorthodox or apparently illogical methods
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Lateral thinking
is about moving sideways when working on a problem by trying different concepts. It
harnesses techniques that can be used in order to come up with a new idea.
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Vertical thinking
maintains that one thing must follow directly from another concentrates on relevance and
moves in the most likely direction.
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Sources
• 1. http://www.youtube.com/• 2. http://www.google.com/imghp?hl=ru• 3. “Creativity in public relations”. Fourth
edition, by Andy Green
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Thank you for attention