Creativity is not the same as originality.  Old ideas can be updated, refreshed turned around, inverted But it is an essential element in any communications that is going to work.  Workmanlike is not good enough.  We have to engage the interest, the emotions of those with whom we communicate ... not just their intellect.

Young professionals think creativity is one of the biggest challenges they will face.  University public relations students at guest lectures given by Issues Managers' chief executive, Roger Haywood, identified creativity as one of the key areas of importance in their studies.  And where they thought they might be foundering in a real public relations job.

But Haywood said that although creativity is vital, it is not some mystic craft, a skill only owned by a few.  We are all creative to greater or lesser extent.  The joy is that creativity can be learned and developed, just like any other skill.  Even though we may love music, no one expects to pick up a violin or trumpet and play it first time.  Si it is with creativity.  If you give uo on your first wrong note you will get nowhere... 

When we were children we were all artistic and creative.  Every child sings, dances, plays, tells stories, shows emotion paints, laughs and knows about love and joy.  Them we reach a stage where we seem to think these are childish things and we must put away childish things, as Shakespeare said.  But as adults we need to be child like on many ways, not childish.

We need a childlike enthusiasm, energy, delight in the new and different.  My view is we are all creative.  And creativity can be trained back into us and stimulated, if it is seen as part of our lives and our work and is regarded and viewed as important.

There are many dull ways to do everything but even more creative ways.  If we are expected to be creative (as we were as children) we will find we are creative.  Was any child ever told that their painting was no good?  No, I hope.  Every painting is a joy and  a precious gift for it is that child's view of the world.  Put that energy and innocence into your work and you will be surprised to find that the creative has just been dulled but not driven our of us.