River 10

Developing Creativity in PR

Register Now
  • 26/09/2019
  • 09:30 am - 04:00 pm
  • PRINZ Office, 69 St Georges Bay Road, Parnell, Auckland
  • CPD: 10.00
  • $445.00+GST (member), $745.00+GST (non member), $445.00+GST (student-member)
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Register at least four weeks in advance to receive the early bird prices shown above.


Great public relations and communication needs great creativity. We constantly use our imagination and ideas to create something new, solve problems and build critical relationships. The sad truth is that often creativity is stifled by organisational culture – the very people employed because of their ability to ‘think outside the box’ quickly find themselves stifled by established routines and ‘the way we’ve always done things around here’. But without creative thought, strategies can be weak and tactics stale.

This session is designed to help you break out of the box and give your creative juices a chance to bubble to the surface. We’ll look at the role of curiosity, the importance of listening – and how to listen effectively. We will dissect some problems – and you’ll bring a gnarly challenge with you to solve.

Faced with a multitude of communications methods, we’ll look at how to discern the best approach for you and devise a creative path for you to follow.

It will be fun, challenging, stimulating and will send you back to work with a host of new ideas to develop.

Key Content

  • Creativity and its role in public relations and communication
  • Moving beyond ‘what’s possible’ into ‘what if’
  • Developing curiosity – asking the right questions
  • Intelligent listening
  • Creative thinking
  • Developing ideas – making the impossible feasible
  • Practical sessions – the creativity challenge
  • Creativity in context – internal communication, consultancy, government, not-for-profit

Learning outcomes

  • Understanding the role of creativity in PR and Communication
  • Strategies and techniques to improve creative thinking in the workplace
  • Refresh and rethink approaches to creativity


Catherine Arrow, FPRINZ, FCIPR, Founding Chartered Public Relations Practitioner

Catherine Arrow is an international public relations consultant and educator. She heads PR Knowledge Hub Ltd, a learning and development centre for public relations and communication professionals delivering online and face-to-face training.

A PRINZ Fellow, a Fellow of the Chartered Institute of Public Relations and a Founding Chartered Public Relations Practitioner, Catherine serves on the Global Alliance Advisory Council following eight years of service as board member and secretary of the Global Alliance for Public Relations and Communication Management.

Alongside her training and consultancy work, she lectures and speaks about public relations in New Zealand and around the world. Recent publications include a chapter on future public relations practice in the CIPR book, ‘Lessons from Expert Practitioners’. Her career spans the Northern and Southern Hemispheres and, in 2012, was presented with the PRINZ President’s Award for exemplary contribution to the profession.

This course content aligns with the communication capabilities section of the Global Capability Framework (link to doc) with particular emphasis on this summary:

Communication Capabilities

  • To align communication strategies with organisational purpose and values
  • To identify and address communication problems proactively
  • To conduct formative and evaluative research to underpin communication strategies and tactics
  • To communicate effectively across a full range of platforms and technologies.

This course has a minimum number requirement, so please book early to ensure the course is not cancelled. If you are booking travel or accommodation, please check with the office first that the course is taking place.

Please be aware of PRINZ payment and cancellation policy.

A student priced ticket to PRINZ courses is sometimes available at a cost of $200 plus GST. Please email the office if you are a student member and would like to attend this course.