{"id":6569,"date":"2017-10-11T15:03:47","date_gmt":"2017-10-11T19:03:47","guid":{"rendered":"http:\/\/mgrush.com\/blog\/?p=6569"},"modified":"2026-04-21T13:19:09","modified_gmt":"2026-04-21T17:19:09","slug":"public-relations","status":"publish","type":"post","link":"https:\/\/mgrush.com\/blog\/public-relations\/","title":{"rendered":"Public Relations Innovation: New Ideas Shaping Service and Community Influence"},"content":{"rendered":"

Alex Osborn, the driving force behind the concept of ‘brainstorming,’ shared a timeless message with public relations professionals in 1948 that remains just as relevant today. His message is especially pertinent now: while facts and scientific research can clarify public issues, evidence alone ‘cannot find solutions unless populated by new ideas.’[1]<\/a><\/span><\/strong><\/span> These ideas often emerge through public relations innovation.<\/h2>\n

Now, consider the democratic virtues of service, learning, and community building,[2]<\/a> as outlined by Brian Aull, Ph.D., a professor at MIT. Public relations professionals have a unique opportunity to add significant value to these virtues, particularly in strengthening service and fostering community building within a democratic framework. narrow your scope of understanding to democratic virtues. <\/span><\/p>\n

Innovating Public Relations to Enhance the Service of Others<\/h3>\n
\"Public

Public Relations Innovation<\/span><\/p><\/div>\n

Emotional understanding often holds more weight than intellectual understanding in typical community decision-making processes. As President Lincoln once observed,<\/span><\/p>\n

\u201cIf you would win a man to your cause, first you convince him that you are his friend.\u201d[3]<\/a><\/span><\/p><\/blockquote>\n

People don\u2019t change<\/a> their behavior based purely on facts, but on how those facts resonate with their personal experiences. For instance, most individuals aren\u2019t truly afraid of heights\u2014they\u2019re afraid of falling, or more specifically, the impact of landing.<\/span><\/p>\n

The greatest barrier to social progress is complacency. People resist change because they fear losing the things they\u2019re attached to. Public relations professionals and other change agents can address this by emphasizing how old attachments can coexist with new ones, rather than framing the past and future as mutually exclusive. Integral<\/a> thought, not separatism, becomes critical.<\/span><\/p>\n

PR professionals should aim to simplify complex concepts for the public. Economic information often fails to resonate with the average person due to its complexity. Infusing more creativity and imagination into communication strategies could prevent the use of ineffective, uninspiring techniques. For instance, many organizational mission statements sound alike and fail to captivate or engage their audience. Seek the passion<\/a> when you want to make an impact. Elmer Wheeler, a friend of Osborn\u2019s developed the expression, \u201cSell the sizzle, not the steak.\u201d<\/span><\/p>\n

Community Building Requires Public Relations <\/strong>Innovation<\/strong><\/span><\/h3>\n

Locally, many municipal challenges demand better solutions, including waste disposal, water access, and traffic safety. What often captivates the public, however, is unusual and unexpected behavior:<\/span><\/p>\n

\u201c. . . Buffalo safety authorities have dramatized the virtue of good driving. Instead of handing out summons, the police have been handing out flowers. On one evening, patrolmen William Collins and James Kelly ordered 25 drivers to the curb, then complimented them on their careful driving and handed them fresh orchids.\u201d[4]<\/a><\/span><\/p><\/blockquote>\n

Internationally, how would one \u2018sell\u2019 America to the rest of the world? An overabundance of caution often stifles new ideas, yet innovation is desperately in need of a sponsor\u2014particularly in regions like the Middle East. It is more ideas, not fewer, that will drive real impact. While this article does not explore \u2018ideological weapons,\u2019 it\u2019s safe to say that greater imagination could hardly be less effective than many past efforts.<\/span><\/p>\n

Since it\u2019s unlikely that the federal government will establish a team of creative thinkers within the State Department, perhaps the professional PR community can step in as a transparent and effective surrogate. With Osborn\u2019s encouragement:<\/span><\/p>\n

\u201cMaybe such a brainstorming<\/a> group is a bit far-fetched; but, surely, we need somehow to put more creative power into our international salesmanship. We need more boldness. We need to look up<\/em> to, not down<\/em> on, audacity<\/em> in ideas\u2014just as we look up\u00a0 to audacity in armed conflict<\/em> . .<\/em> . If the armed forces need a General Staff to create our military strategies, don\u2019t we need a creative group to pan our peace strategies?\u201d[5]<\/a> (italics<\/em> are from the original author and source)<\/span><\/p><\/blockquote>\n

Who is better suited to think creatively about international strategies than the professional PR community?<\/span><\/p>\n

Greater Public Relations Innovation Leads to Higher Quality Decisions<\/h3>\n

Recall the principles of The Wisdom of Crowds<\/em>[6]<\/a> and the logic behind it: groups are capable of generating more ideas collectively than the sum of their individual contributions. One person’s thought can spark an idea in someone else, leading to insights that might not have surfaced independently. This dynamic, often referred to as a ‘chain reaction,’ shows that both groups and individuals make higher-quality decisions when presented with a wider range of options.<\/span><\/p>\n

When addressing national problems, it\u2019s not necessarily the smartest<\/a> individuals we need, but the most creative minds. So, what are some simple strategies to fuel the funnel of imagination and foster consensual ownership and shared responsibility for actions and next steps?<\/span><\/p>\n

Use Specific, Detailed Questions to Spark Greater Idea Generation<\/h3>\n

More ideas foster solutions, especially when fighting problems proves ineffective\u2014as it often does. Viable options emerge when they offer more attractive alternatives.<\/span><\/p>\n

Asking the right questions accelerates the development of the best ideas. Broad, unanswerable questions like ‘How do you solve global hunger?’ won’t lead to actionable solutions. In contrast, more focused questions, such as ‘How can we improve food storage capacity in Somalia?’ can spark ideas that contribute to a larger solution.<\/span><\/p>\n

In the world of processes, we might think of a simple equation like Y = f(X + X + x + x), where ‘Y’ is the outcome and ‘X’ and ‘x’ represent variables that contribute to it. To generate more ideas, it\u2019s essential to focus on asking questions<\/a> about the large ‘X’ or small ‘x’\u2014the components of the process\u2014rather than directly asking about the ‘Y,’ or the outcome itself. For example, instead of asking, ‘What is the marketing plan?’ it\u2019s more productive to explore specific areas like segmentation, targeting, or positioning.<\/span><\/p>\n

Some types of questions that inspire more detailed thinking\u2014and that PR professionals might consider\u2014include:<\/span><\/p>\n