Say Bye-bye to ‘Middleweight Creativity’ and Hello to ‘The Creativity Paradox’

Say bye-bye to ‘middleweight creativity’ in public relations practice and take advantage of new opportunities in research and planning to transform your communications.
In a new talk ‘The Creativity Paradox’ – specially commissioned for the new Strategic Management series run by the Chartered Institute of Public Relations – Andy Green FCIPR explores how communicators can capitalise on new understanding of how the brain works, thinks and produces creativity, combined with new opportunities in research and planning.
The event takes place at the CIPR Centre in London on Tuesday February 28th at 5pm.
Andy will explore how, by realizing the creative potential of your information and insight to create or add to your brand stories, you can gain a disproportionate share of your culture.
Success however, will only come if communicators both fully understand how the creative dimension operates coupled with harnessing the revolution in new forms of data to create what he calls ‘new school PR’.
He will examine the growing importance of creative thinking at a strategic level and the explosion of activity at a micro-tactical level, with a move away from what he labels ‘middle-weight creativity’.
The Strategic Management series aims to promote knowledge sharing, knowledge gaining and to facilitate discussion on research techniques, planning in PR and measurement and evaluation – the overall process of managing public relations activity.
This series runs alongside the CIPR’s newly founded Research and Development Unit which promotes research and development in the profession and ensures a solid research foundation for future development of public relations practice in the UK and internationally.
Andy is the author of ‘Creativity in Public Relations’ now in its fourth edition and translated into eight languages and ‘Effective Personal Communications Skills for Public Relations’ both published by Kogan Page.
Tickets for ‘The Creativity Paradox’ are priced just £20 and available from the CIPR via EventBrite