1. M.V. Lomonosov Moscow State UniversityFaculty of Foreign Languages and Area StudiesInternational Communication and Public RelationsMasters degree courseCreativity in PR3.How to think in boxes?Tikhova Margarita2014

2. Plan:1.Outside-the-box thinking2.Strategies for flexible thinking3.Creative Thinking Spectacles4.Summary5.Sources 3. Outside-the-box thinkingA myth of how we canuse new ideas toachieve more with less. 4. Flexible thinkingWhat associations do you have?Mushroom LanguagestudySeasideRipe Determination SunrisesForest Interest HotHolidays Possibilities Swimmingsuit 5. Why are the results different? You perceive theworld uniquelyYou have yourown values,beliefs, experienceand connectionsPARADIGM 6. Paradigm -To describe a frame of referenceshaping how you perceive the worldaround you. 7. ParadigmWe create cells forourselves, boundariesthat we cant deal with 8. Thinking challengesHave a look at the picture below. It shows aperson holding a block of wood.What will happen to the piece of wood whenthe person lets go of it? 9. Thinking challengesIf the person is onearth ...If the person is underwater ...If the person is inspace ...The block of woodwill drop DOWN to theground as it is drawnto earth by gravity.The block of woodwill float UP to thesurface of the waterbecause it is lessdense than water.The block of woodwill NOT MOVEbecause there are nooverall forces in anydirection. 10. Why there is no outside-the-boxNew idea may destroyone box but createone bigger.thinking? 11. Strategies for flexible thinkingSame box thinkingSmaller Box thinkingBigger Box thinking 12. Bigger Box Thinkingobservers credit clever new packaging for the 36percent to 34 percent lead Folgers now holds overMaxwell HouseCrains Chicago Business 13. Challenges for Bigger BoxThinking:You need infrastructure to make ithappenExisting interests may be in the wayA fright for everything new andunusual 14. Smaller Box ThinkingAudience 15. Smaller Box Thinking 16. Pros of Smaller Box ThinkingA more productive strategyTo achieve added valueMay not require additional resourcesMay be easier to implement 17. Flexibility in every BoxLike a helicopter beyond the situationLimiting other peoples thinking 18. Creative Thinking SpectaclesA term that describes how we manageany new situation and perceive theinformation 19. DirectorsClear focusEasily perceive the problemToo narrowed focusedBlind to other opportunities 20. AnalystsSee order and structureCreate and impose a systemDont enjoy bathing in chaosTake multiple steps to progress 21. EnthusiastsHave high levels of energyHave a panoramic view of theworldPlayful and colourful visionOverlook the obvious thingsDifficult for communicating 22. Team PlayerSensible to othersSee the undercurrentsShy away from taking action andsolve the problem 23. Pros of Creative ThinkingSpectaclesHelps to be more tolerant andunderstandingFor identifying the optimum time 24. Questions for a creative person1. 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 eachstep? 25. The key quality for a creativepersonPose a beautiful question. 26. Arthur SchopenhauerTalent hits a target no oneelse can hit; Genius hits atarget no one else can see 27. Summary1. There is a picture frame paradigm2. The flexible thinker uses Box Thinking3. There are different thinkingspectacles4. You pose beautiful and concretequestions 28. Sources1)Creativity in Public Relationsby A. Green2)www.brainstorming.co.uk3) www.en.wikipedia.org/wiki/4) www.yandex.ru/images 29. Thanks for attention!29