One of my biggest challenges in public relations is coming up with new ideas for a client on a regular basis.  Or being asked to pitch for new business and trying to develop ideas that have that big “wow” factor.  I’m the first to admit that creativity is probably one of the areas in which I’m somewhat lacking.  However, one way to overcome this is to invite colleagues to participate in a brainstorming session.  Whether they’re called a “creative session” or “brainstorming session” (and I’ve heard both terms used), the end result is the same…developing great ideas that will win you new business or make you look great in front of an existing client.

In my many years of public relations, I’ve attended (and conducted) some great brainstorming sessions and some horrible and unproductive ones.  The difference between the two is preparedness and the amount of participation from those who attend.  When conducting a brainstorming session, it’s important to give the participants some background information in advance and to make sure that everyone who attends knows the goals and objectives of what you’re trying to achieve.  For those who attend, participation is key!!!  There’s no point in participating in a brainstorming session if you don’t contribute anything.  You probably won’t be asked back!  Also, it’s important to remember that no idea is a bad idea.  Some of the best discussions have come from an idea that might seem way out there at first but can be refined into a prize-winning tactic.  I have also discovered that it’s very important to invite colleagues with various backgrounds to participate.  We recently held a brainstorming session for a healthcare client and invited colleagues who specialize in different areas to attend.  Different views help spark great conversation and some of the best suggestions and ideas came from those who had no healthcare experience or real knowledge of the subject matter. 

If anybody out there has any great tips on how to run a great brainstorming session or how to get your “creative juices flowing”, please let me know.  I’d love to hear your ideas!