From Brainstorms to Breakthroughs: 10 Ways to Think More Creatively in PR

We’re going to keep saying it: Media is in its emerging era. The industry landscape is more fractured than ever, but because we’re the glass-half-full type, we like to think that means we have more opportunities and outlets to reach more people than ever. As traditional media cedes ground to emerging channels, niche communities, and creator-driven ecosystems, brands must show up in smarter, more unexpected ways to earn attention and relevance in the minds, hearts, and wallets of their audiences.

As an agency of consumers turned creators, we tapped our internal experts of buying and selling to share their hot tips for fostering creative thinking in PR that help brands break through the noise and into the conversation.

Lead with cultural tension, not just brand messaging 

Public relations ideas break through when they address a real cultural friction—not just amplify what the brand wants to say. To foster thinking that identifies cultural tension, start by reframing briefs as cultural problems to solve, not just brand messages to deliver. Rather than asking, “What does the brand want to say?” encourage your team to ask, “What’s happening in culture that makes this message hard to hear—or desperately needed?” Strong strategy uncovers a tension that’s already alive in peoples’ lives, positioning the brand as a relevant, timely answer to it.

‍Explore the emotional edges 

Creative thinking comes alive when teams aren’t afraid to lean into the emotional undercurrents of a brief. Ask: What feels a little unsaid here? What might be quietly uncomfortable? What’s weird—yet weirdly true? That’s often where the most powerful ideas take root.

Breakthroughs rarely come from tidy answers or polished lines. They emerge from the strange, the specific, the honest. When we get curious about what’s just beneath the surface, we open up space for brands to show up in bolder, braver, and more resonant ways.

Always start with a tight, focused creative brief 

It seems counterintuitive but creativity thrives with constraints. Guardrails don’t limit ideas, they give them direction and funnel all the creative energy toward a singular objective. And the first, most powerful guardrail is a clear, tightly written brief. When teams know exactly what their objective is, their thinking is focused rather than scattered—meaning they can iterate on ideas to make them bigger, bolder, and more unexpected, rather than spending half their time in search of the right sandbox to play in. When up against a tight timeline, it’s tempting to jump straight into “brainstorm mode” but prioritizing the brief can actually help you get to better creative ideas faster.

‍Know it takes more than an hour for your next great idea 

In PR they say timing is everything and fostering creative thinking is no different. Your team should receive the brief in advance and have time to marinate on the ask. Truly original ideas require breaking the status quo, so give your team time to step away from the problem, gather inspiration, and develop the idea. After all, some of the best ideas come on a walk, over a drink...or even in the shower!

Design cross-functional brainstorms 

Inviting voices from many disciplines to brainstorms—from account teams to creative strategists to copywriters—ensures a wide representation of perspectives, experiences, and creative inspiration that ultimately informs our ideas. Creative concepts that really sing have a depth to them that is reflected in the unique approach to the challenge and the impact they will ultimately have on our target audience(s), and having folks bring diverse expertise and energy to the table is a great way to ensure that creativity really shines.

Use a brainstorm format that complements your creative thinking style 

The best ideas often come when people feel comfortable and inspired—and that starts with the right brainstorm format. Some thinkers thrive in open, fast-paced discussions, while others need time to assess internally before sharing. 

So instead of defaulting to the same group style every time, consider formats that align with the contributors’ creative strengths: Solo ideation with digital or IRL post-its (looking at you, Figjam), virtual breakout groups for more intimate discussion, the 5-3-5 method for yes, and ideation, or even Slackstorms for quick inputs and inspo. When you tailor the method to the creatives, you create space for more original, thoughtful, and inclusive ideas to emerge.

Look outside of the industry for inspo 

Studying how other industries capture attention, build emotional connection, take risks, or tap into culture can help break out of the echo chamber and challenge category conventions. Looking to industries like music, fashion, tech, entertainment, or even fast food can inspire elements that work for your brand, like new ways of framing narratives, unexpected media targets, or bold collab ideas. We know consumers don’t think in silos, so neither should we.

Remember that media are reporters, and real people are their beat 

It may seem counterintuitive, but niche-ing down can lead to broader coverage. The best stories are specific. Don’t let “too niche” kill an idea. When something delightful, unexpected, or emotionally true lands in a subculture, it becomes the story. Media won’t write “Here people: Like this!” But they will cover “People are liking this!” That’s a human story. That’s a moment. So think about what your brand can bring to real people who will love it. Then bring the media the reactions. Do their job for them by creating something worth paying attention to.

Know your audience and confidently own the space 

It starts with knowing a brand’s audience and understanding where the brand fits into the conversations that matter to them. Media doesn’t cover brands that want to be interesting, they cover brands that are interesting and living authentically in the spaces their consumers already care about. Beyond this, it’s about pushing past the familiar. Brands that stand out are the ones willing to take risks and embrace bolder concepts. This means collaborating with clients to find those cultural sweet spots and owning them confidently.

Live the brand to unlock big ideas 

To spark truly authentic and resonant creative thinking, you have to move beyond the brief and live the brand. That might mean ordering the product, dining at the restaurant, or experiencing the service firsthand. Immersing yourself in the brand’s world helps uncover unexpected insights, emotional touchpoints, and real consumer behaviors. When you know what it feels like to be a fan, your ideas naturally become more grounded, more personal—and ultimately, more powerful.

It’s as easy as that! Jk, earning media attention is really hard—and earning consumer attention even harder—but we’ve had a lot of practice and have gotten pretty good at both. We know PR ideas have to be grounded in strategy, fueled by insight, culturally relevant, and designed to resonate across both traditional and emerging media channels. Because in today’s media landscape, creative ideas are only as good as the conversations being had about them.