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 495

per individual
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  • A one-day intermediate training course providing inspiration and practical tools to create imaginative PR ideas

    Course outline

    Unleash your imagination in unforgettable communication campaigns

    This course delivers inspiration and practical tools with which 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.

    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.


    This course covers the following modules:

    • Creativity in communications and PR
    • Creativity showcase
    • Facilitating creativity
    • Creativity in practice

    About this course

    What to expect

    This course is popular for its hands-on format, revolving around a variety of fun and fast-paced writing exercises.

    Expect to spend a lot of your day writing, not listening.

    You will also receive personal coaching on your writing style – and feel free to bring along any press releases or other texts that you are working on, if you would like in-depth feedback and guidance.

    Training format

    This course comprises four modules each covering a set of key concepts and skills.

    Within each module, best practice and key concepts are covered off in a concise briefing, followed by stimulating learning activities like workshops, discussions, case studies and role-play exercises.


    Looking for more? You can also take this course as part of a multi-day programme:

    Intensive media relations (5 days seminar)
    Applied communications and PR (5 days programme)

    Learning outcomes

    You will learn how to generate creative ideas that get results through a combination of briefings from experienced PR professionals and lively workshops to kick-start your creative thinking process. After this course you will be able to:

    • Understand the principles and sources of creativity
    • 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

    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)

    Facilitating creativity

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

    • 10 practical creativity stimulation techniques

    Creativity in practice

    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

    Course format


    This course is heavy on reality and light on theory. Your trainer will introduce the concepts clearly, then focus on real-world skills that connect the big picture to your job. Courses are updated regularly and trainers are active in the industry so your knowledge will be fresh and relevant.


    Training consists of concise briefings on best practice, backed up by interactive learning activities like workshops, role-plays, case study analysis, coaching, brainstorms and structured group discussions. You will not sit passively through long lectures.


    This course is interesting, intellectually stimulating and delivered in a relaxed and professional style.


    All ISOC trainers are hands-on communication professionals with at least 15 years of experience. We don’t employ academic teachers – we insist on good-humoured enthusiasts who will inspire your creativity.


    This course is delivered in an executive boardroom format, not classroom-style, and in a small group no larger than eight people. You will get personal attention for the issues that matter to you. It’s also a great chance to network and share experience.

    Quality assurance

    About ISOC

    We have headquarters in London and a training centre in Dubai. We train communicators at all levels, from press officers to prime ministers. ISOC is owned and managed by Pinnacle International, the world’s largest specialist communications and PR training company. As well as public courses, we provide private and customised programmes including media interview training, presentation training, and multi-year multi-competency postgraduate programmes.

    Accredited by Edexcel

    Edexcel is the world’s largest provider of accredited qualifications and one of the UK’s largest examination boards. It is owned by Pearson, the world’s largest education company. Edexcel awards two million qualifications every year around the world and has 5,500 education partners in 110 countries.

    ISOC is an accredited Edexcel Centre (#90817). Edexcel has audited ISOC’s systems for the design, delivery and management of training and inspects us regularly to assure quality control of all aspects of training and assessment.

    The British Accreditation Council

    ISOC is also accredited by the British Accreditation Council, a UK Government-mandated training standards body. The BAC conducts annual quality assurance inspections and audits.

User reviews 13 users commented so far Add your review

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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