Distinctive campaigns start with distinctive ideas — and distinctive ideas come from discipline, not inspiration. This course builds a practical creative toolkit: the principles behind why some ideas work, structured techniques for generating them, and facilitation skills for running creative processes with teams. You will leave able to generate ideas more reliably and evaluate them more critically.
The principles and sources of creativity in PR, structured creative techniques and processes, facilitating brainstorms and creative sessions, and applying ideas in practice.
Every session runs in a small, boardroom-format group — typically six to eight senior professionals. Your trainer tailors content to the specific industries, organisations and challenges each participant brings, so you work on real situations, not generic examples. The learning combines evidence-based best practice briefings with structured discussions, practical workshops and peer learning. This is training with a coaching and consulting flavour — focused on building skills and producing outputs you can apply in your work immediately.
- Apply the principles of creativity to generate distinctive campaign ideas
- Use structured creative techniques to produce ideas reliably, not randomly
- Facilitate brainstorms and creative sessions using a practical toolbox of methods
- Evaluate creative ideas critically against audience, objectives and feasibility
- Articulate the strategic role of creativity in modern communications and PR
- Adapt creative processes to different team dynamics, briefs and constraints
- Develop initial ideas into practical, executable campaign concepts
- Build creative confidence and a repeatable process for future campaigns
- 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
- Success and failure factors for creativity
- Creativity case studies: outstanding creative PR campaigns
- Analysing dimensions of creativity
- Content-driven creativity (extremes, novelty, spectacle)
- Effect-driven creativity (surprise, intrigue, delight)
- Platform-driven creativity (viral, experiential, stunts)
- 10 practical creativity stimulation techniques
- 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
This course is for communication and PR professionals who want to generate more creative, distinctive ideas for campaigns and initiatives. It is equally useful for team leaders who need to facilitate creative processes and for individual practitioners building their own creative discipline.
- Dubai6 November 2026· $1,200 plus VATBook
The following are some of the ISOC trainers who regularly lead this course, depending whether you join us in London, Dubai or live online.
Yes. We deliver this course for teams of any size, tailored to your organisation’s context and objectives. Contact us to discuss your requirements.
Yes — in fact, this is exactly the point. The course builds creativity as a structured discipline, not a natural talent. You will learn systematic techniques that produce ideas reliably, regardless of whether you think of yourself as creative.
Yes. The practical exercises apply creative techniques to real communication challenges, so you leave with both the tools and the confidence to use them.
Nothing specific is required. If you have a current project, challenge or organisational context relevant to the course, bring it along — the practical exercises can incorporate real-world scenarios.