Strategy Public Relations Creativity and Process

Improvement

Prepared by Teresia Prahesti

Creativity • Understand of creativity as

integral part of Public Relations

• Knowing how to apply creative techniques to break down the Public Relations activities.

OBJECTIVE

Process Improvement • Understanding the context

of improvement process in Public Relations

• Understanding the mprovement process techniques that are relevant in the practice of Public Relations

CREATIVITY

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THE PURPOSE

Event Copy writing Inventive idea

The purpose of creative thinking is to generate ideas and solve problems. It can be used by individuals or teams, in all types of organisations and in all areas of an organisation. Despite the diverse use of creative thinking and its purpose in idea generation and problem solving, there is often a preconception in public relations that creativity is just for the ‘promotional’ side of the profession. However, it has an important role to play throughout PR.

CREATIVITY PROCESS

Information seco seco

Incubation Illumination Integration Illustration

WAYS TO CREATIVE

Warming Up

Brainstorm Shifting game

Scamper Metaphor Matrix Technic

Thinking about alternative uses for an everyday object is a simple but effective warm-up for a creative session.

Help us develop creative solutions to a problem, and is particularly useful when you need to break out of stale thinking patterns.

Creativity requires constant shifting

Based on the notion that everything new is a modification of something that already exists

Creative thinking is often described in metaphors such as “thinking outside the box”

Matrix technique can help generate many ideas in limited time

CASE STUDY

Prove that you love me - five simple words that convinced Darwin pet owners it was time to take responsibility for their cats and dogs. When Darwin City Council needed to convince an “over-regulated” population it was time to accept a new by-law, we knew the answer would be a carrot rather than a stick. Through research and strategy insights, Creative Territory turned traditional thinking on its head to make an appeal from pets to their humans – Prove that you love me by following the new laws. The result was high compliance and a halving in reported dog attacks.

Deadline

The closer a deadline is, the less open we are to outside ideas, which are the lifeblood of creativity.

Environment

Environment Can Boost Creativity. Because environmental factors such as color, lighting and noise impact our creative thinking processes.

Recognition

Cognitive scientists understand the importance of perception and pattern recognition as a major component of creative thinking

NEED TO KNOW

PROCESS IMPROVEMENT

WHAT ?

Process Improvement is the proactive task of identifying, analyzing and improving upon existing business processes within an organization for

optimization and to meet new quotas or standards of quality

CONCEPT

Continuous improvement is an ongoing effort to improve the quality of products, services or processes.

BENCHMARKINGBenchmarking is comparing one's business processes and performance metrics to industry bests and best practices from other companies.

The three main types of costs in benchmarking : Visit Costs

CYCLE TIME

The period required to complete one cycle of an operation; or to complete a function, job, or task from start to finish.

PROCESS MAPPING

Structural analysis of a process flow (such as an order-to-delivery cycle), by distinguishing how work is actually done from how it should be done, and what functions a system should perform from how the system is built to perform those functions

Thanks!

Any questions?

You can find me at: teresiaprahesti@gmail.com