SOS: How to get creative in PR when you’re not feeling creative

Public relations thrives on unique ideas and effective storytelling. But what do you do when you hit a creative wall, and every pitch or campaign idea feels stale? Trust me, creativity isn’t always spontaneous; sometimes, you really have to engineer it and make it happen. 

Here are some different techniques that you could use to reignite your creative spark…

Roll the dice

When you work in PR, your brain is constantly searching for creative ideas, whether it’s finding solutions to client pain points, creating buzz-worthy campaigns, or coming up with new content angles. However, over time, this constant pressure can lead to idea burnout, making it difficult to generate new concepts consistently.

When I find myself struggling to come up with angles for content or campaigns, one of my favourite brainstorming techniques is rolling the dice. This playful method helps generate unpredictable, outside-the-box ideas that can inspire unique strategies.

Here’s how it works:

1. Grab two dice (or use a digital dice app).
2. Assign each number on the first die a PR element, such as press release, brand partnership, social post, or guerrilla stunt.
3. Assign each number on the second die a random theme, like space travel, nostalgia or mystery.
4. Roll both dice, then combine the results to form a creative concept.

Example:

• Roll #1 = Brand partnership
• Roll #2 = Mystery

This could inspire a campaign like a collaborative scavenger hunt with another local brand to build suspense leading up to a launch.

Let’s say you’re working with a farm shop preparing for its grand opening. You could partner with nearby businesses, hiding clues in different shops around town. Participants would visit each location to solve puzzles, ultimately leading them back to the farm shop. The first 50 people to return with the correct answers could win 30% off their first purchase – generating foot traffic, community engagement, and plenty of buzz.

Go for a walk

Walking is great for simply clearing your mind, but with the right approach, it can become a powerful creativity generator for us PR professionals. Whenever I hit a creative block, I find that going for a walk helps me reset my mind and discover inspiration in everyday life – something that’s nearly impossible to do while sitting and staring at a screen.

As you walk, shift into observation mode. Look closely at the world around you: the objects, signs, interactions, even snippets of overheard conversations. Then, challenge yourself to connect what you see to your current PR challenge, campaign, or client objective.

This method works because it forces you to think metaphorically and link unrelated ideas, a skill that’s at the heart of innovative PR storytelling.

Example:

You notice a broken umbrella tossed on the path.

• For a sustainability client, this could inspire a campaign about waste reduction or climate awareness, perhaps highlighting how everyday items are discarded too quickly.
• For a personal development brand, the umbrella could symbolise resilience – “weathering the storm” of life or business challenges.
• For a tech brand, it could spark a metaphor about protection and security, leading to messaging around safeguarding customer data.

By the time you return from your walk, you’ll have a pocketful of storytelling angles, and maybe even a complete campaign idea. Be sure to keep your phone handy to take photos so you remember what you saw whilst you were out.

The five-senses brainstorm

Sometimes the best ideas come from experiences. The five-senses brainstorm is a technique that taps into sight, sound, smell, touch, and taste to spark creative, multi-sensory ideas that resonate deeply with audiences. This approach is particularly useful for experiential PR campaigns, product launches, or events where you want people to feel your brand.

How it works:

Instead of starting with messaging or graphics, ask yourself how your campaign could engage each sense:

• Smell: What scents would evoke your brand’s essence? For a coffee brand, it could be the aroma of freshly roasted beans.
• Sound: What sounds represent your brand or campaign? Could it be upbeat music, nature sounds, or even the clinking of glasses at an event? Think about the emotions these sounds evoke.
• Touch: What textures embody your message? Soft, luxurious fabrics might convey comfort or premium quality, whilst rough, raw textures might communicate authenticity or ruggedness.
• Sight: What colours and lighting communicate your story? Bold, high-contrast visuals might grab attention on social media, whilst soft, muted palettes might evoke calm and trust in your audience.
• Taste: Could your campaign involve flavours? Food or drink tastings, branded snacks, or even virtual taste experiences make people remember you!

Example:

Imagine you’re launching a new eco-friendly skincare line. A five-senses brainstorm might inspire:

• Smell: Subtle hints of botanicals in event invitations.
• Sound: A calming soundtrack for product launch videos.
• Touch: Samples packaged in recyclable, textured containers that feel premium.
• Sight: Soft, earthy tones in all visuals to reinforce sustainability.
• Taste: A mini herbal tea served at launch events to reinforce the natural theme.

By engaging all five senses, you generate ideas that are multi-dimensional and immersive, making your campaigns more memorable, shareable, and emotionally engaging.

Creativity is a skill you can nurture with the right tools and mindset. These exercises can help you break through creative blocks and discover new angles for your campaigns.

We understand that brainstorming like this can feel time-consuming and sometimes tricky, especially when you’re just getting started. That’s why we’re here to help.

Get in touch, and we can take on the heavy lifting to uncover creative ideas that truly resonate with your business and its audience.