Paul Cockerton is known as a creative genius, having set up various successful businesses including Dynamo PR and Any Question Answered - an SMS service that answered our weird questions long before Alexa and Siri were born. He’s responsible for a lot of award winning campaigns for all sorts of brands and now leads Clarity PR’s services for tech start-ups.

Liton asks Paul (@pcockerton) about his creative process and about what he’s learned from his award winning PR work over the years.

TOPICS

💡How Paul and his team come up with ideas.

👂How important it is to be present and engaged in what’s going on in your client’s world.

🎯 Why effective creativity in PR doesn’t mean trying to be original.

💌 Audience empathy is the most important part of creativity.

🌟The story behind HTC’s gold-plated phone launch with its own security guard.

⁉️ How the creative thinking behind Any Question Answered was based around the audience’s real needs.

☝️Why you should look up more often.

💥 How tension drives creativity - you need to use the tension between process and free thinking.

🖖 Why diversity is so important to a successful creative PR team.

🧑🏽‍🤝‍🧑🏽 How Paul’s team collaborated remotely during the pandemic.

🖼️ How images make a huge difference when pitching creative ideas to clients.

-----Find out more about Paul and his work by following him on Twitter - @pcockerton and reading www.clarity.pr.