How to build creative PR campaigns

This article discusses strategies for generating creative campaign ideas in PR and marketing. The author shares their experience working with various teams and clients, highlighting the importance of having a clear creative brief that outlines key messages, topics to avoid, and relevant events or trends. They also emphasize the value of chunking ideas into broader and more narrow topics to identify potential connections and avoid judgmental brainstorming. Additionally, the article stresses the significance of trusting science-backed techniques for boosting creativity, such as taking walks and working with diverse teams. The author advises validating and enhancing ideas through pub tests or idea development sessions, and then selecting one idea to start with by narrowing it down to three options and considering factors like safety, innovation, and feasibility.

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