“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

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”

№1The myth of the instant “Big Idea”

What is the “Big Idea”

Big idea is an idea from nowhere so

clever and so profound that it

defines creativity.

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.

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.

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.

№2 The myth of left-brain theory

right-brain

It is believed that:

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

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.

Red light thinking

Red light thinking -sober analysis of what will or will not work the rational judgment of

an idea.

№3 The myth of “lateral thinking equals creativity”

“Lateral thinking”

Seeks to solve problems by unorthodox or apparently illogical methods

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.

Vertical thinking

maintains that one thing must follow directly from another concentrates on relevance and

moves in the most likely direction.

Sources

• 1. http://www.youtube.com/• 2. http://www.google.com/imghp?hl=ru• 3. “Creativity in public relations”. Fourth

edition, by Andy Green

Thank you for attention