A new book by PRCA trainer Claire Bridges seeks to find the answers.
Our 2016 PR Census found that the UK PR and communications industry is now worth £12.9bn. Creativity is the lifeblood of the industry, but what does it takes to develop and sustain a culture where creativity can thrive? That’s the question that a new book about creativity in business In Your Creative Element sets out to address. Launched last week, the book is written by Claire Bridges, one of our PRCA trainers and founder of training consultancy Now Go Create.
The book sets out to offer practical advice with case studies and tips from creative experts and organisations including the NHS, United Nations, Twitter, Punchdrunk, Sky Media and Paddy Power as well as some of the world’s most successful advertising and PR agencies. These include several PRCA member agencies including Mischief, Ketchum and an in-depth interview with Gerry Hopkinson, co-founder of Unity on building and leading a creative business.
Based on nearly 20 years working in PR agencies and her academic studies at MA level, Claire has developed a ‘Periodic Table of Creative Elements’ which shows 62 key elements, based on Mendeleev’s 19th century original.
Using the table as a framework, the book explores how creativity can be developed individually, by teams and how a culture for organisational creativity can be cultivated.
Claire says that she became ‘obsessed’ with creativity when she became Creative Director nearly a decade ago and had the responsibility for leading creativity, rather than ‘doing’ it herself. Claire told me: “when I first became responsible for leading creativity it dawned on me that despite being labelled ‘creative’ myself, I didn’t know any formal techniques or processes. Throughout my career up to that point, I had used my intuition and just got on with it. I honed my skills on the job learning through trial and error and from some talented colleagues along the way. When I became a Creative Director, I went looking for the answers to the many questions I had about leading others and how to embed creativity into the company culture. This book is guide I wish I’d had when I started on that path.”
The different chapters of the book explore the values that are helpful for creativity, the characteristics of creative people, the psychology and neuroscience of creativity – what is actually going on in our grey matter when we’re solving problems and how to develop a culture where ideas can thrive. The comprehensive toolkit and over 200 coaching questions help the reader with practical ways to develop their insight and skills.
Francis Ingham, Director General, PRCA said of the book: “Creativity in business - the Holy Grail of success and so often noticeable mainly by its absence. This will quickly become the go-to book on the subject, vital as it is to the future of my industry, and of so many others.”
Claire will be talking about the book at the member’s drinks event in February. In Your Creative Element is published by Kogan Page and available here.