The presentation of the 3rd chapter of "Creativity in Public Relations" by A.Green

1. M.V. Lomonosov Moscow State University
Faculty of Foreign Languages and Area Studies
International Communication and Public Relations
Master’s degree course
Creativity in PR
3.How to think in “boxes”?
Tikhova Margarita
2014

2. Plan:
1.“Outside-the-box” thinking
2.Strategies for flexible thinking
3.“Creative Thinking Spectacles”
4.Summary
5.Sources

3. “Outside-the-box” thinking
A myth of how we can
use new ideas to
achieve more with less.

4. Flexible thinking
What associations do you have?
Mushroom Language
study
Seaside
Ripe Determination Sunrises
Forest Interest Hot
Holidays Possibilities Swimming
suit

5. Why are the results different?
• You perceive the
world uniquely
•You have your
own values,
beliefs, experience
and connections
P
A
R
A
D
I
G
M

6. Paradigm -
To describe a frame of reference
shaping how you perceive the world
around you.

7. Paradigm
We create cells for
ourselves, boundaries
that we can’t deal with

8. Thinking challenges
Have a look at the picture below. It shows a
person holding a block of wood.
What will happen to the piece of wood when
the person lets go of it?

9. Thinking challenges
If the person is on
earth ...
If the person is under
water ...
If the person is in
space ...
The block of wood
will drop DOWN to the
ground as it is drawn
to earth by gravity.
The block of wood
will float UP to the
surface of the water
because it is less
dense than water.
The block of wood
will NOT MOVE
because there are no
overall forces in any
direction.

10. Why there is no “outside-the-box”
New idea may destroy
one box but create
one bigger.
thinking?

11. Strategies for flexible thinking
Same box thinking
Smaller Box thinking
Bigger Box thinking

12. Bigger Box Thinking
“…observers credit clever new packaging for the 36
percent to 34 percent lead Folgers now holds over
Maxwell House…”
Crain’s Chicago Business

13. Challenges for Bigger Box
Thinking:
•You need infrastructure to make it
happen
•Existing interests may be in the way
•A fright for everything new and
unusual

14. Smaller Box Thinking
Audience

15. Smaller Box Thinking

16. Pros of Smaller Box Thinking
•A more productive strategy
•To achieve added value
•May not require additional resources
•May be easier to implement

17. Flexibility in every Box
Like a helicopter beyond the situation
Limiting other people’s thinking

18. “Creative Thinking Spectacles”
A term that describes how we manage
any new situation and perceive the
information

19. Directors
Clear focus
Easily perceive the “problem”
Too narrowed focused
Blind to other opportunities

20. Analysts
See order and structure
Create and impose a system
Don’t enjoy “bathing in chaos”
Take multiple steps to progress

21. Enthusiasts
Have high levels of energy
Have a panoramic view of the
world
Playful and colourful vision
Overlook the obvious things
Difficult for communicating

22. Team Player
Sensible to others
See the undercurrents
Shy away from taking action and
solve the problem

23. Pros of “Creative Thinking
Spectacles”
Helps to be more tolerant and
understanding
For identifying the optimum time

24. Questions for a creative person
1. What are the reasons?
2. What are the goals?
3. What are my priorities?
4. What do I need to take action?
5. Who is responsible for each
step?

25. The key quality for a creative
person
Pose a beautiful question.

26. Arthur Schopenhauer
“Talent hits a target no one
else can hit; Genius hits a
target no one else can see”

27. Summary
1. There is a picture frame – “paradigm”
2. The flexible thinker uses Box Thinking
3. There are different “thinking
spectacles”
4. You pose beautiful and concrete
questions

28. Sources
1)“Creativity in Public Relations”
by A. Green
2)www.brainstorming.co.uk
3) www.en.wikipedia.org/wiki/
4) www.yandex.ru/images

29. Thanks for attention!
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