Got a problem that needs a creative solution? Check out Sticky Wisdom: How to Create a Creative Revolution at Work. Written by the folks at ?WhatIf!, a leading innovation consultancy headquartered in the UK, it’s an easy read that breaks down the barriers to creativity. For those of us that aren’t naturally creative geniuses, Sticky Wisdom, provides practical tools that will help anyone innovate.

“Revolution”

One of the most helpful techniques outlined in the book is called “Revolution”. The core of this concept is to challenge the rules and assumptions associated with the problem you are trying to solve. You first define the rules and assumptions and then you flip them on their head to see if you can come up with something new.

The only way to fully understand “Revolution” is to give it a spin. Let’s take the white ceramic teacup on my desk next to my mouse and see if we can improve on it.

Five Innovations

After completing a quick version of “Revolution”, let’s try to come up with five innovations from the original white ceramic teacup.

1. Teacups for Charity – Teacups hand-painted by a local children’s charity where half of the profits go to the charity.
2. Wine Tumbler w/ Handle – A wine tumbler (stemless wine glass) with a handle to avoid temperature changes caused by the heat from your hand (a reason for the stem in the first place) .
3. Gourd Teacups – Sell gourds as teacups and market them as “green”.
4. Teacup Hand-Warmer – A large thick plastic teacup that has spaces for both hands that serves as both a teacup and hand-warmer
5. Disposable Tea-Ready Cups – Paper teacup with tea and filter in bottom. Just add water.

I’d say that’s not bad for one person brainstorming about a product for 15 minutes. Imagine what your entire team could do for your business in two hours!  The toughest part isn’t the exercise. That’s fun. It’s stopping your daily routine to try something new.

For a more detailed look at ?Whatif!’s “Revolution” exercise and others like it, grab a copy of Sticky Wisdom.

- CF

So what’s the difference between public relations and advertising?

The two industries are different even though they’re commonly confused as being the same. Advertising can employ over the top techniques to get attention, while successful PR campaigns require more restraint. Here are some clear differences:

• Public Relations is a field concerned with creating good will and keeping a company/product /person in front of the public and top of mind with the media

• Advertising is paid for with the intent to persuade or remind an audience about a product/service/company with the intent of making a sale.

• Public relations campaigns require a nose for news and a comprehensive understanding of the media. PR agencies exercise creativity by crafting captivating, factually correct stories that educate readers about their client.

• Advertising relies heavily on creativity, catchy slogans and eye-catching graphics to attract consumers’ attention.

• With public relations, you have no control over how the media presents the information you send them in the form of a press release or media alert or if they will even use your information at all

• In advertising, you pay for the space, so you have creative control over what you want to say

• With a strong PR campaign, a third-party article written about a product or coverage of an event on TV or in the print media says they’re seeing something you didn’t pay for with ad dollars and view it differently than they do paid advertising which creates credibility in the marketplace

• Consumers know when they’re reading an advertisement they’re trying to be sold a product or service. Unfortunately, the consumer often views an ad cautiously

Think PR is Glamorous? Think Again.

I can’t tell you how many resumes we receive each week from recent graduates wanting to embark on the glamorous lifestyle of a public relations professional. If you’ve seen the new reality show on MTV, “The Spin Crowd”, you’d think we’re all Hollywood partygoers and fashion divas with cocktails in hand. Wrong. The truth is, a great publicist creates rockstars. They aren’t rockstars. The PR Boutique interns learn quickly that public relations is not just attending high profile restaurant openings or backstage passes to a Jay Z concert.

What is PR, really?

PR is waking up at 4am to oversee a 5am morning show TV segment to promote an evening event that ends at midnight. When you are knee deep in planning a long-term media relations campaign for one client, you’ve got to pitch another to bloggers in the next five minutes.  After the invitations for a launch party are in the mail, your client informs you the event has been pushed back a week. How’s that for being a rockstar?

What makes a good publicist?

Creativity – A good publicist is constantly creating:  creating new media pitches, creating event themes, creating social marketing campaigns, creating clever web site content.  You must create 24-hours a day, whether it’s dreaming of ideas in our sleep or brainstorming at the office.

Confidence – Even in today’s tech savvy environment, a PR professional can’t hide behind their Mac. You must be convincing, not only through email, but also over the phone and in person. Therefore, confidence is vital. Journalists trust public relations professionals to provide them with valuable story ideas.  If you aren’t sure about your ideas, a journalist can see through you in two seconds.

Passion – Passion will make or break a publicist. If you aren’t excited about a product, it’s difficult to tell it’s story. If you aren’t an enthusiastic storyteller, the media will not listen. And without passion, you won’t make it through 16-hour days.

Perseverance – You must have thick skin to be a publicist.  You are behind the scenes and need to make things appear seamless when they can be anything but that.  When working for a PR agency you encounter dozens of personalities daily.  You work with multiple clients, members of the media, vendors and co-workers, all while staying abreast of the latest technological trends.

Still want to be PR Rockstar?

Are you are passionate, hard working, and love fast-paced and ever-changing environment? If so, then go for it! We wouldn’t change our jobs for the world.