Creativity in Communications and PR is a one-day intermediate-level creativity 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

Looking for more?

Creativity in Communications and PR is a standalone course — but you can also take it as part of one of the following longer Programmes:

Applied Communications and PR Programme (5 days)

Intensive Media Relations Programme (5 days)


ISOC trainers

Training staff include

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