Chapter 1: A Definition of Creativity -- Some Possible Definitions -- A Time and a Place -- A Definition for Public Relations Practitioners -- Creativity, the Nemesis of Stupidity -- Added Value -- The Context for Creativity -- Creativity Versus Innovation -- Creative Thinking versus Non-Creative Thinking -- Big C or Little c? -- Chapter 2: Creativity -- Some Myths Debunked -- The Myth of the Instant Big Idea -- The Myth of Left-Brain/Right-Brain Theory -- The Myth of Lateral Thinking Equals Creativity -- Chapter 3: How You Think in Boxes -- Same Box, Smaller Box, and Bigger Box Thinking -- Why There Is No Such Thing As Outside-the-Box Thinking -- Examples of Bigger Box Thinking -- Examples of Smaller Box Thinking -- Being Flexible in the Different Boxes You Use -- Your Creative Thinking Spectacles -- Using Creative Thinking Spectacles to Progress Your Creative Idea -- Questions Are a Creative Practitioners Best Friend -- Chapter 4: The Creative Process -- The Five Is -- Information -- Incubation -- Illumination -- Integration -- Illustration -- Chapter 5: Green Light Thinking: Creative Techniques -- Suggested Techniques for Stimulating Ideas -- Creating New Angles for Your Story -- Structuring for Information Gathering, Idea Creation, and Evaluation of Ideas -- Tehcniques for Encouraging a Creative State of Mind -- Chapter 6: Green Light Thinking : Brainstorming -- General Principles -- A New Way Ahead: Structured Brainstorming -- Nominal Group Technique (NGT) -- Chapter 7: Creativity -- The Consultation Tool -- Identify Different Audiences to Be Consulted -- Engage Hard-to-Reach Audiences -- Overcome Initial Objections -- Obtain Political Buy-In From Key Targets -- Express and Make a Statement About Your Own Creativity -- Generate New Ideas and Alternatives From Those Being Consulted -- Obtain Valuable Market Intelligence and Insight -- Create Super-Advocates for Your Cause -- Key Lessons for Successful Creative Consultation -- Challenges with Consultation -- Feedback -- The Consultation Quandary -- Chapter 8: Red Light Thinking: The Evaluation of Ideas -- Formal Evaluation Methods -- Benjamin Franklin's Prudential Algebra Technique -- External Evaluation -- You Decide -- Chapter 9: Creativity Is Not Just For Photocalls -- Creativity as a Strategic Tool -- Creativity as a Tactical Tool -- Practical Examples -- Chapter 10: Creativity and Social Media -- New Opportunities and Challenges for the Creative Practitioner -- The Age of Pull Strategies -- Telling a Good Story -- In a Shared Way -- The End of the Stunt as We Know It? -- Using Your Fan Base -- Don't Be Creative With the Technology -- The Qualities of the Creative Social Media Champion -- The Inevitable Brickbats, Whatever Way You Turn -- New Thinking Heads Required? -- Chapter 11: The Creative Meme Master -- Is Public Relations an Art? -- What Is a Meme? -- Developing Meme-Sensitive Creative Thinking -- Meme Judo -- Some Examples of Memes in Action -- The Growing Significance of Understanding Memes in Communications -- Creating Your Next Meme: The Meme Triangle -- Meme Strategies -- The Creative Practitioner: A Master of Memes -- Chapter 12: Obstacles to Creativity -- The Nature of the Problem -- Poor Green Light/Red Light Thinking in the Creative Process -- Poor Management of the Creative Process -- Cultural/Socialization Problems -- Overcoming the Obstacles -- Chapter 13: You Are Never More Than 12 Feet From An Opportunity -- The Millennium Bridge -- Be Principled -- Believe There Are Opportunities -- Prime Yourself -- Try More, Little, and Often -- See a Bigger Picture -- Use Every Connection -- Flip the Negative -- Be Persistent -- Do More -- Chapter 14: The Creative Diamond -- The Four Qs -- The Four Qs Overview in Creativity -- Getting the Balance Right -- The Rigid, Inflexible Mind -- Chapter 15: The Creative Individual -- Be Uncomfortable -- Be a Pig, a Mule, and a Zebedee -- Have a Positive Anchor and Be Robert Davy -- Overflow Your Jug -- Take Your Hunches to Lunch -- Work, Work -- and Work -- Be a Professor of Public Relations and Parlez PR -- Is Your Escalator a Stairway? -- Speak the Language of the Positive -- Reach for the Stars -- Break the Rules, Be Happy, and Have Fun -- Chapter 16: Creating a Creative Culture -- The Creative Challenge -- Managing Creative Individuals -- The Characteristics of a Creative Organization -- The Creative Director -- To Have or Have Not? -- Chapter 17: The Ethics of Creativity: Lies, Damned Lies, and Impropaganda -- Dealing with Impropaganda -- The Creative Use of Impropaganda -- Final Thoughts on Impropaganda --Chapter 18: The Future of Creativity -- The Creative Range -- The Information Stage Transformed -- The Incubation Stage Transformed -- The Illumination Stage Transformed -- The Integration Stage Transformed -- The Illustration Stage Transformed -- And Finally: Greater Study of Creativity -- Chapter 19: Award Ceremony -- Chapter 20: Interested in Finding Out More?