So, you are challenged with coming up with the proverbial Big Idea for a new public relations campaign. Where to start? How to begin? Well, I for one have always fallen upon a Big Idea in the most remarkably unremarkable places. Sometimes I find that if I leave the tumult of the office behind and literally remove myself from the everyday commotion that is forever going on in a busy office, that creativity soon follows.
Here are some of the most unremarkable creative venues in which I have come up with PR Big Ideas:
1. The bathroom break. I have gotten so good at coming up with either the lead sentence for a feature article, or a tag line to a brand launch or the Big Idea itself that, for years, I have never gone to the bathroom whether in the office or at home without a pen placed firmly behind my ear. Then, with relative ease, the roll of toilet paper becomes my writing surface.
2. The shower. I guess that it’s the sense-numbing sound of the water mixed with the penetrating heat that causes my mind to melt to mush and allows freethinking to emerge. Now, if someone would only invent a doodle board and pen that writes in the shower, that person would surely become the next tech millionaire.
3. The dog. I am fortunate to have a large black Labrador retriever who not only serves as my muse, but allows me to walk aimlessly around Manhattan, pen and note paper in tow, creativity flowing. And if I dare leave the house without pen and paper there is always my cellphone where I either jot down or send myself an audio message chocked full of Big Ideas.
4. The river. I live two blocks from the Hudson River and afford myself to glorious opportunity to walk its banks on an almost daily basis. During good weather, its banks are filled with bike riders, skaters and joy-seekers. But during the colder months of fall and winter I often feel as though the river and its hidden pathways belong to me alone. Looking out at the sturdy little tugboats pushing the larger unwieldy barges through the currents gives me peace of mind…and a peaceful mind often spawns creativity and great Big Ideas. Again, make sure to record your gems either my hand or via cell because trust me, you’ll never remember them once you return to office or home.
Life is a journey…and Big Ideas often lie in its path. Take the time to smell the roses, pet your pooch, take a shower or just meditate (with pen and paper handy). You’ll be surprised at how easy it is to close one door of your mind and open the other to a creative moment.