What do you do when you are out of ideas? Brainstorm! Successful PR is sustained and needs a constant stream of ideas to feed the engine. Brainstorming is a well known, but often poorly practised, technique for developing new ideas. The following tips may help improve effectiveness. Adrian Maguire of online PR specialist, www.CLICKintoPR.com outlines ten things you should do and ten things not to do.
Ten Things You Should Do 1. Too many cooks. The maximum group size should be eight. Everyone then has a chance to participate and no one should feel inhibited from having their say.
2. Strength in diversity. Ensure you have a good mix of people from different backgrounds and expertise. Consider bringing in outsiders, this way you benefit from different world views and experience.
3. The brief. How many groups meet and solve the wrong problem? Ensure the brief and core objective is clear, simple and understood by everyone.
4. You may need a catalyst. Don't get them drunk, but a glass of wine may help people to relax and overcome their fears of speaking. Consider introducing other stimuli such as objects, music, pictures, colours, smells. Go to the local park or other places rather than use a meeting room if you can.
5. Big and bold. Write up every idea using coloured pens on flip charts around the room so that everyone can see them. Use simple pictures as well as words. There is some great new technology available – but you may still find the simplicity of old fashioned flip charts more productive.
6. Emphasise equality. In a brainstorm everyone is equal. All ideas must be valued and respected. Whatever position someone holds outside the room should not affect how their ideas are received and treated. Acknowledge and encourage all contributions.
7. Quantity not quality. At stage one, we need to maximise the number of ideas and set of a chain reaction so that one idea sparks others. Detail, quality and refinement are for later stages.
8. Be silly. The silly idea is often the seed for the sensible strategy. Encourage people to think outside the box. Turn ideas on their head. Think of opposites. Imagine how your pet would solve the problem.
9. Time’s up. Close the meeting when the stream of ideas dries up – this should be in about 20 minutes. If the first brainstorm hasn't produced a sufficient body of ideas for the evaluators to whittle down, convene another group with different people.
10. Keep brainstorming and evaluation as totally separate processes. Use divergent and convergent thinking until you arrive at your solution.
Five Things You Should Not Do 1. Don’t apply pressure. “Right guys, we want five really good ideas by 11.30 - OR YOU'RE SACKED”. This is certain to kill the creative process.
2. Don’t conduct the meeting in the workplace. Seek an area (indoors or outdoors) that is free of distractions (mobiles off).
3. Don’t allow any put downs. All contributions must be encouraged and acknowledged as the seeds to the solution.
4. Don’t allow any a single train of thought to dominate. Prevent specialists leading discussions in a particular direction.
5. Don’t be constrained. By trivial things such as conventional wisdom, practicality, the laws of physics or the budget. Brainstorming is about idea generation; later stages will look at making that good idea fit into the real world.
© Ainsworth Maguire
To learn more about this author, visit Adrian Maguire's Website.
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Adrian Maguire
(Visit Adrian's Website)
Adrian Maguire has been a member of the
British Chartered Institute of Public
Relations since 1990. He is a co-founder
of CLICKintoPR.com - an online public
relations service that provides an
affordable way for companies and
organizations to send press releases,
place feature articles, raise their
profile, attract more customers and build
web site traffic. It is a simple
pay-as-you-go service without any hidden
costs. Press releases, features,
advertorial, mail shots and web pages are
drafted by professional writers from an
online briefing and can be issued within
24 hours – without the need for
time-consuming meetings. Distribution
lists are carefully researched from
100,000 possible UK and USA media outlets
– magazines, newspapers, e-zines, news
portals, radio and broadcast media.
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