Course Details

Communication management, Skills for PR professionals

Creativity in Communications and PR



Course venue

ISOC London
13 Grosvenor Place | Floor 3

Course dates

Venue Location

GBP 545

per individual
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+44 20 72504290

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  • Creativity in Communications and PR is a one-day intermediate-level training course that stimulates inspiration for imaginative PR ideas. You will learn practical tools to create distinctive PR ideas that will outshine the competition, stick in people’s minds, and achieve results. You will examine examples of the greatest creative campaigns of all time, and learn innovative techniques to unlock your own creative potential. 


    This course covers the following modules:

    • Creativity in communications and PR
    • Creativity showcase
    • Creativity techniques
    • Translating creativity into reality

    Who should attend?

    This is an intermediate-level course designed for learners with existing knowledge and several years of experience in communications or PR. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques.

    This course is recommended for communication and PR professionals, either agency or in-house.

    Learning outcomes

    After this course, you will be able to:

    • Understand the principles and sources of creativity
    • Generate creative ideas that get results
    • Kick-start your creative thinking process.
    • Articulate the role and importance of creativity in modern PR
    • Facilitate brainstorms and many other creativity processes using a new toolbox of techniques
    • Apply creativity tools in a real-world context

    Course outline

    Creativity in PR

    This module examines the principles of creativity and its importance for PR

    • Understanding creativity: sources and definitions
    • The role of creativity in PR and its importance in competitive communications
    • Targeted creativity: matching creative thinking to audiences and objectives
    • Creativity in the digital world: new platforms and techniques (e.g. buzz marketing, user-generated content)
    • Success and failure factors for creativity

    Creativity showcase

    This module is a case-study driven rolling workshop in which learners examine the key success factors behind creative PR campaigns and extract practical lessons.

    • Creativity case studies: 10 of the greatest creative PR campaigns of all time
    • Analysing dimensions of creativity
    • Content-driven creativity (e.g. extremes, novelty, spectacle)
    • Effect-driven creativity (e.g. surprise, intrigue, delight)
    • Platform-driven creativity (e.g. viral, experiential, stunts)

    Creativity techniques

    This module presents a toolbox of 10 practical creativity techniques and processes including well-tested classics and modern innovations.

    • 10 practical creativity stimulation techniques

    Translating creativity into reality

    This module is an in-class creativity workshop applying all of the creativity concepts and techniques covered during the course.

    • Extract best practice from case study showcase
    • Apply creativity tools in a real-world context
    • Generate creative PR ideas for your own organisation
    • Reality check and plan practical applications


User reviews 15 users commented so far Add your review

N. Gilbert says:
I most liked the enthusiastic and knowledgeable trainer (Elsbeth Smedley) - also, want to say that the friendly welcome greeting from the office staff was appreciated.
N. rated the course
Anonymous says:
Great course with a lot of case studies and enthusiastic trainer (Elsbeth Smedley).
Anonymous rated the course
Lars says:
Experience trainer (Elsbeth Smedley); great examples - inspirational!
Lars rated the course
Bevis Man says:
There were so many good examples to learn from, and Elly's (Elsbeth Smedley) energy was really encouraging.
Bevis rated the course
Jay Allan says:
The trainer was very informative, enthusiastic and knowledgeable. The presentation was also good - short, to the point; and there was a good use of visuals, photos, case studies and videos.
Jay rated the course
Wafa Al Khalifa says:
I was very happy with this course! Kelly Freeman covered all the topics in a very useful and interesting way.
Wafa rated the course
KJ says:
Kelly is extremely inspiring and gives lots of real-life examples. I now have lots of ideas, and lots to think about. I had a fantastic day, thank you!
KJ rated the course
Anon says:
The environment felt very comfortable and informal which I liked. I've gained creative ideas that I can apply to PR and more broadly.
Anon rated the course
Nabeel Hourieh says:
Trainer Corrina Cross was very experience and up to date with her examples. Her information was well prepared.
Nabeel rated the course
CK says:
The case studies presented were inspiring. The trainer (Elly Smedley) was please and inspiring too!
CK rated the course
Colette Cumbo says:
The brainstorming sessions were brilliant and lovely facilities. The trainer's (Elly Smedley) proficiency was also brilliant.
Colette rated the course
C Sheppard says:
I liked the exclusive/intimate nature of the course and the knowledge of the trainer (Kelly Freeman) who was able to tailor examples of practice to respective industries within the class.
C rated the course
Anvar Hussain says:
Really refreshing and pleasant experience. I enjoyed the sessions.
Anvar rated the course
Abdullah Salim says:
It is a 10/10 for me.
Abdullah rated the course
Sally Fakhry says:
The trainer is excellent. She delivers the messages in a creative way.
Sally rated the course
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