Слайд 1Creativity in PR
by
Andy Green
Chapter #4
‘The Creative Process’
Lisa Domnysheva
Слайд 2Outline
THE FIVE ‘I’s
INFORMATION
INCUBATION
ILLUMINATION
INTERGRATION
ILLUSTRATION
Слайд 3
// THE FIVE ‘I’s //
It was only about 400 years ago
that scientists discovered that our brain,not our heart, was responsible for our intellectual activity. Real advances on how we go about being creative were not really significantly investigated until the early part of the 20th century. The physiologist Helmholtz and the mathematician Poincaré were first to divide the creative process into different phases.
Слайд 4
// THE FIVE ‘I’s //
By recognizing that there is method in
the creative process, practitioners can improve their effectiveness and identify any weaknesses in the chain – which can then be remedied.
Слайд 5
I have devised a mnemonic – the five ‘I’s of the
creative process, which are:
1. INFORMATION 2. INCUBATION 3. ILLUMINATION 4. INTEGRATION 5. ILLUSTRATION
Слайд 6// INFORMATION //
There are two elements to this first stage of
the creative process of information: one is gathering the relevant information to assist with the task in hand. The second is posing the right questions.
Слайд 7[Gathering the relevant information]
The first task in the creative process is
to stuff your conscious mind with information and then to unhook your rational process. Your unconscious has to be well informed or your ideas will be irrelevant.
Слайд 8[Posing the beautiful questions]
5 W’s and an H
→ What?
→ Where?
→ When?
→