Creativity in Communications and PR

This communications and PR training course covers how to generate ideas for inspirational campaigns. You will unlock your creative potential to generate distinctive and innovative ideas. Topics include principles, sources, tools and techniques for creative generation.  

This course is available both live online and face-to-face.

  • Face to face (Dubai) | One full day | Media One Hotel | $695 +VAT
  • Live online (Zoom) | Two half-days | 10:00-14:00 London time | $695

Also available on request in US / Asia timezones

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

From creativity to 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


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What you will learn

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

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.