Creativity in PR by Andy Green Chapter 4

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Creativity in PR by Andy Green Chapter #4 ‘The Creative Process’ Lisa Domnysheva

Outline THE FIVE ‘I’s INFORMATION INCUBATION ILLUMINATION INTERGRATION ILLUSTRATION

// THE FIVE ‘I’s // It was only about 400 years ago that scientists discovered that our brain, not our heart, was responsible for our intellectual activity. Real advances on how we go about being creative were not really significantly investigated until the early part of the 20 th century. The physiologist Helmholtz and the mathematician Poincaré were first to divide the creative process into different phases.

// THE FIVE ‘I’s // By recognizing that there is method in the creative process, practitioners can improve their effectiveness and identify any weaknesses in the chain – which can then be remedied.

I have devised a mnemonic – the five ‘I’s of the creative process, which are: 1. INFORMATION 2. INCUBATION 3. ILLUMINATION 4. INTEGRATION 5. ILLUSTRATION

// INFORMATION // There are two elements to this first stage of the creative process of information: one is gathering the relevant information to assist with the task in hand. The second is posing the right questions.

[Gathering the relevant information] The first task in the creative process is to stuff your conscious mind with information and then to unhook your rational process. Your unconscious has to be well informed or your ideas will be irrelevant.

[Posing the beautiful questions] 5 W’s and an H What? Where? When? Why? Who? How?

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