Ideation is often THE biggest pain point of digital PR campaigns. In this talk Iona will show you a tried and tested method of coming up with ideas, helping you discover where to find the best inspiration, what you should leave out of the process and how to make sure the ideas you do come up with are shared beyond your initial coverage.

2. How to consistently come
@ionajtownsley
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up with creative ideas

3. OK sure, but who the hell are you?
@ionajtownsley
(Fair question)
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4. @ionajtownsley
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NeoMam Studios - Creative

5. The worst kept secret
of creative agencies
all over the world.
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6. The cycle of an idea
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3. Break

7. An idea case study, step by step…
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8. 1.
Analyse the brief
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9. A great brief lays the
foundation; highlighting
key focuses, topics and
overall strategy.
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10. Journalists Campaign Inspo
Topics of Focus
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Sleep
Guides
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Health
Stress
Dreams
Routines
Lifestyle
Parenting
Wellness
Beauty
Google News
Newsletters
Awards
Social

11. The brief should be simple, clear and
open up opportunities, not close them.
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12. 2.
Consume
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13. The more you give
yourself to work with,
the better chance you
have of coming up with
fresh ideas.
@ionajtownsley
#BrightonSEO

14. @ionajtownsley
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15. There are lots of
searches around
specific dreams and
their meanings
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16. @ionajtownsley
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17. @ionajtownsley
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18. You should also consume passively.
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19. @ionajtownsley
#BrightonSEO
Documentaries
New book
Speaking to
someone new
Museums
Taking a class
Wandering
the internet
Travel

20. Always be open, always be curious.
@ionajtownsley
#BrightonSEO

21. 3.
Forget about it
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22. Mulling over everything
you’ve consumed
unconsciously helps
make connections.
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23. @ionajtownsley
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Do something that stimulates your
imagination and emotions.

24. 4.
Start to formulate ideas
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25. @ionajtownsley
#BrightonSEO
In our industry,
coming up with fresh
new ideas is getting
harder and harder.

26. ”
- The Creative Nudge
@ionajtownsley
If we’ve been exposed to it in the
past and it hasn’t killed us, then
that’s a good thing
“
#BrightonSEO

27. Topic Data Format
Cars
Home
Travel
Money
Food
Careers
Studies
Census
Surveys
FOI
Databases
Map
Dream Job
Stunt
Rich List
Future X
Video
@ionajtownsley
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Health 3D Render
Social Media

28. a) c)
b)
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Buzzsumo - Content Analyser

29. Most Common Dreams
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Why?.
● Evergreen topic
● Relevant to the client
● Not previously explored
● Clear reader interest

30. @ionajtownsley
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Data could be…
Insights
Curated
Mined

31. @ionajtownsley
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Data for the campaign
● Methodology often
covered by journos
● Makes sense
for the campaign
● International data

32. @ionajtownsley
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The format should be the best way to
tell the story.

33. @ionajtownsley
#BrightonSEO

34. @ionajtownsley
#BrightonSEO
The more time you spend formulating
your idea, the better it will be.

35. 5.
Validate your ideas
@ionajtownsley
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36. Validating your ideas
helps sense check
if they’ll work out
in the real world.
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37. @ionajtownsley
#BrightonSEO
W
H
Y
The aim of the idea
Has the idea been done before? If so,
what are you adding?
What’s the purpose of the campaign?
Does it add value?
How does it link with your client’s goals?

38. W
H
E
R
E
@ionajtownsley
#BrightonSEO
Multiple angles and headlines
Can you summarise your idea into a
sentence or two?
Does the idea have appeal to a wide
range of press?
Do you have multiple angles?

39. @ionajtownsley
#BrightonSEO
H
O
W
Making your idea a reality
Is the data you want to use watertight,
accessible and trusted?
Do you have the budget to create your
idea without compromising?
Is it actually possible to create the idea?

40. If you can’t answer these questions, the
idea isn’t ready.
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41. 6.Feedback
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42. Replace your
brainstorms with a
solid feedback stage.
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43. The Endowment Effect
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There’s two very good reasons we
need other’s feedback

44. First,
Run your idea
past your
colleagues.
@ionajtownsley
#BrightonSEO
Then,
Run your idea
past people
outside of PR.

45. @ionajtownsley
#BrightonSEO
Reddit is a great
way of getting
unfiltered feedback,
especially for
complex campaigns

46. Don’t be afraid to kill your darlings.
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47. 7.Revise
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48. You’re the expert,
you should know
what advice to take
and what to leave.
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49. You can always pull your idea.
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50. Key 🥡‘s
@ionajtownsley
#BrightonSEO
🔑
Validation
is key
🍪
Be curious
and consume
🧠
Skip the
brainstorm

51. Thank You!
@ionajtownsley
#BrightonSEO
@ionajtownsley
The Grapevine