Tag Archives: Research

LegalView Learns of High-Tech Doll Aiding in Traumatic Brain Injury Research in Australia and Informs Readers of Other Resources To Sufferers

Denver, CO (PRWEB) January 21, 2008

Users of LegalView’s traumatic brain injury (TBI) information portal recently learned of a high-tech doll that is helping Australian researchers uncover the affects of TBI in victims of shaken baby syndrome. The forensic medicine department at the University of Oslo recently developed a baby doll that helps them better understand how an infant is affected after a brain injury accident.

TBI is a common injury adversely affecting Americans each day in this country. In addition to this, thousands of infants are also affected by TBI. TBI as a result of shaken baby syndrome among infants is extremely preventable and the best prevention of this is through awareness. For more information on TBI among infants or if you or anyone you know has been previously affected by TBI, use LegalView’s brain injury accident portal to find side effects of TBI as well as treatments and how to locate an experienced brain injury law firm.

The doll allows researchers to use the built in technology and determine the stress on the brain that an infant would endure after a brain injury accident. According to researchers at the university, it is important to determine the medical results of what actually occurs to an infant with brain damage from shaken baby syndrome so that it is easier to develop legal cases against aggressive individuals responsible for brain damage in a child.

Additionally, LegalView provides several legal information portals ranging from mesothelioma cancer to all-terrain vehicle (ATV) accidents to Nephrogenic Systemic Fibrosis (NSF). Users can find information on mesothelioma cancer as well as what causes it, potential treatments and how to best develop mesothelioma litigation or how to locate an attorney specializing in asbestos who can offer consultation on potential legal cases.

Resources found on the ATV information portal include how to prevent an ATV rollover accident and what to do if one occurs. Knowing what ATV models are faulty and which ones have been recalled is the best way to prevent injuries from an ATV accident that can include brain damage, loss of limbs and death. For more information on how to protect yourself from an ATV accident, use LegalView’s ATV portal to learn more and to find an ATV law firm.

Also use LegalView’s site to learn more about NSF. NSF is a rare disease that is incurable, similar to mesothelioma, which is usually associated with the use of gadolinium. Gadolinium is a chemical dye that is used in magnetic resonance imaging (MRI) and magnetic resonance angiography (MRA) tests for individuals with kidney disease. NSF is a painful illness that causes the body’s skin to become thick and harden. Other symptoms of NSF include the appearance of large red scabs and eventually the skin thickens so much that the use of limbs and appendages becomes to difficult and therefore an NSF patient is in a sense partially paralyzed. If you or anyone you know suffers from kidney disease and may have been exposed to gadolinium dye, it is important to contact a doctor as well as to find an expert NSF lawyer.

About LegalView:

LegalView.com is a public service brought to you by Legal WebTV Network, LLC, a Limited Liability Corporation created by a group of the nation’s most highly respected law firms: Anapol Schwartz; Brent Coon and Associates; Burg Simpson; Cohen, Placitella and Roth; James F. Humphreys and Associates; Lopez McHugh; and Thornton and Naumes. For more information on the accomplishments and track records of LegalView.com’s superior sponsoring law firms and to get in touch with LegalView attorneys, visit LegalView at http://www.LegalView.com .


Rett Syndrome Research Trust Advisor Makes Significant Discovery with Potential for Novel Therapeutic Approaches

Trumbull, CT (PRWEB) February 23, 2009

A paper published online today in Nature Neuroscience reveals the presence of methyl CpG binding protein 2 (MeCP2) in glia. MeCP2 is a protein associated with a variety of neurological disorders, including Rett Syndrome, the most physically disabling of the autism spectrum disorders. The researchers show that MeCP2-deficient astrocytes (a subset of glia) stunt the growth of neighboring neurons. Remarkably, these neurons can recover when exposed to normal glia in culture.

The discovery was made by Gail Mandel, Ph.D. of the Vollum Institute at Oregon Health and Science University and a Howard Hughes Medical Institute investigator and Nurit Ballas, Ph.D., a research associate, at the time, in the Mandel lab at the State University of New York at Stony Brook. Dr. Mandel is a scientific advisor of the Rett Syndrome Research Trust (RSRT) a recently formed nonprofit organization intensively focused on the development of treatments and cures for Rett Syndrome and related MECP2 disorders.

Rett Syndrome strikes little girls almost exclusively, with first symptoms usually appearing before the age of 18 months. These children lose speech, motor control and functional hand use, and many suffer from seizures, orthopedic and severe digestive problems, breathing and other autonomic impairments. Most live into adulthood, and require total, round the clock care. Individuals with Rett and their families suffer the emotional and financial cost of the wide range of symptoms and the ongoing struggles to address them.

Glial cells, which reside throughout the nervous system, comprise the vast majority (90%) of cells in the brain. Glia support and interact with neurons in innumerable ways, from providing the structural underpinnings and guidance of axons and dendrites (the neuronal processes that carry information), to creating protective insulation for axons. These and other glial functions are essential to the health of neurons.

Since MECP2 is located on the X chromosome, girls with Rett Syndrome are mosaic: cells with a healthy copy of the gene lie side by side with cells that have the mutated version. Mandel and colleagues found that MECP2- deficient astrocytes could not sustain normal neuronal growth. In fact, their experiments suggest that MeCP2-deficient astrocytes secrete a toxic factor that impacts the entire neighborhood of neurons, including neurons with wildtype (normal) MECP2.

Conversely, they found that wildtype astrocytes could restore the stunted growth of MeCP2-deficient neurons. This finding supports the 2007 Science publication by Professor Adrian Bird showing reversal of Rett symptoms in adult mouse models of the disorder. Results from ongoing in vivo mouse studies deleting MeCP2 in glia are promising in terms of supporting the culture studies.

“This new study adds to the growing body of evidence that glial cells are critically important contributors to neurological diseases and therefore attractive targets for drug development,” said Ben Barres, Professor and Chair of the Department of Neurobiology at Stanford University and a glial cell expert.

Recent studies from multiple groups, including the lab of Dr. Tom Maniatis, a neurodegenerative disease researcher at Harvard University, have implicated glia in Lou Gehrig’s disease (Amyotrophic Lateral Sclerosis – ALS), a devastating neurodegenerative disorder that leads to the death of motor neurons and total paralysis. “In Rett Syndrome, faulty glia seem to poison neurons, inhibiting growth; in ALS glia appear to release a toxic factor that kills motor neurons.” Maniatis stated that “studies of the role of glia in a broad spectrum of neuronal diseases should lead to exciting advances in understanding disease mechanisms.”

“Dr. Mandel’s sharp insights have given the scientific community an entirely new way to think about treating Rett Syndrome. One could envision a scenario where halting the secretion of this potential toxic factor could restore health, in particular to the MECP2 positive neurons, which could bring about amelioration of symptoms. I look forward to her lab’s continued contributions as we explore the therapeutic implications of her research,” comments Monica Coenraads, Executive Director of RSRT and parent of a child with the disorder.

Other people who worked on the project include Daniel T. Lioy of the Vollum Institute and Christopher Grunseich, M.D. while at the State University of New York at Stony Brook. Nurit Ballas is now a Research Associate Professor in the Department of Biochemistry and Cell Biology at Stony Brook.

For more information on Rett Syndrome and MECP2 spectrum disorders please visit the website of the Rett Syndrome Research Trust at http://www.rsrt.org.

For an in-depth interview with Gail Mandel please visit the RSRT Blog, http://rettsyndrome.wordpress.com/.

This project was funded in part by the NIH, HHMI and IRSF.

About Rett Syndrome Research Trust

The Rett Syndrome Research Trust is a nonprofit research organization formed in the wake of the dramatic pre-clinical reversal of Rett Syndrome symptoms. The Trust is intensively focused on the development of treatments and cures for Rett Syndrome and related MECP2 disorders. Our short-term goal is to deliver clinical trials of a novel treatment strategy within five years. The strength of the Trust is based on the guidance of advisors who are largely responsible for the major advances in Rett research over the past decade. To learn more about the Trust please visit http://www.rsrt.org.

About OHSU

Oregon Health & Science University is the state’s only health and research university, and Oregon’s only academic health center. OHSU is Portland’s largest employer and the fourth largest in Oregon (excluding government), with 12,400 employees. OHSU’s size contributes to its ability to provide many services and community support activities not found anywhere else in the state. It serves patients from every corner of the state, and is a conduit for learning for more than 3,400 students and trainees. OHSU is the source of more than 200 community outreach programs that bring health and education services to every county in the state.

About Stony Brook University

Part of the State University of New York system, Stony Brook University encompasses 200 buildings on 1,600 acres. In the 50 years since its founding, the University has grown tremendously, now with nearly 24,000 students and 2,100 faculty, and is recognized as one of the nation’s important centers of learning and scholarship. It is a member of the prestigious Association of American Universities, and ranks among the top 100 national universities in America and among the top 50 public national universities in the country according to the 2008 U.S. News & World Report survey. Considered one of the “flagship” campuses in the SUNY system, Stony Brook University is a driving force of the Long Island economy, with an annual economic impact of $ 4.65 billion, generating nearly 60,000 jobs. Stony Brook accounts for nearly 4% of all economic activity in Nassau and Suffolk counties, and roughly 7.5 percent of total jobs in Suffolk County.

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Dream Flights Luxury Travel, Inc. and St. Jude Children’s Research Hospital

Houston, TX (PRWEB) March 23, 2009

Dream Flights Luxury Travel, Inc. is honored to become a national corporate partner of St. Jude Children’s Research Hospital. Through the use of the Dream Flights Plus Card, members will help St. Jude continue its mission of finding cures and saving children with cancer and other catastrophic diseases through research and treatment.

The card, which allows members to purchase flight hours versus owning the aircraft, is a premier service entitling members to special privileges and services designed to make the private jet experience the best it can be. A portion of sales from each Dream Flights Plus Card will be donated to St. Jude. Dream Flights firmly believes that when you receive blessings, you can help create blessings for others.

Anthony Thurston, Chairman of Dream Flights Luxury Travel, Inc. states, this partnership is a testament of “Social Responsibility.” Our Dream Flights Plus Card holders know that while using their services they are making possible the continuation of research and treatment for the benefit of the children and families of St. Jude.

“On behalf of St. Jude Children’s Research Hospital, I want to thank Dream Flights Luxury Travel, Inc. for supporting our lifesaving mission,” said David L. McKee, chief operating officer and interim CEO of ALSAC, the fundraising organization of St. Jude. “The money raised through this program will help fund the cutting-edge research and care that helps children battling deadly diseases in communities everywhere.”

Additional information about Dream Flights Plus Card services and Dream Flights’ partnership with St. Jude can be found at http://www.flydflt.com, or call 866-969-3358 Ext. 113.

About St. Jude Children’s Research Hospital

Teachers Driving Web 2.0 Use in Schools Says National Research Survey

Bakersfield, Calif. and Cincinnati, OH (PRWEB) April 6, 2009

While many stakeholders are involved in developing policies on the use of Web 2.0 technologies in K-12 education, new research suggests that teachers are the most important group driving adoption. This is a major finding from a national research survey of more than 500 district technology directors. The survey was commissioned by Lightspeed Systems Inc., a leader in network security and management software for schools, and Thinkronize Inc., creator of netTrekker, America’s number one educational search tool, with support from Atomic Learning.

There is a persistent gap between how today’s “digital” kids learn in school and how they work and interact outside of school, a trend that underscores the critical need for districts to keep pace with technological advances and adapt to students’ learning needs. Education leaders are challenged with maintaining a high level of security and safety while allowing for creative and collaborative work in a 21st century classroom. To meet this challenge, Lightspeed Systems and netTrekker developed Safe Schools in a Web 2.0 World, an ongoing initiative to help schools implement Web 2.0 technologies safely and effectively to improve teaching and learning.

In the first part of the initiative, Interactive Educational Systems Design Inc. (IESD), an independent educational research firm, conducted the “National Online Survey of District Technology Directors Exploring District Use of Web 2.0 Technologies” in February and March 2009 to examine the current status, future plans, and ongoing challenges of Web 2.0 in K-12 education. The research survey broke down Web 2.0 into seven categories related to student instruction and learning environments, rather than treating it with a broad brush.

Teachers were most often identified as a key group leading the adoption of a wide variety of Web 2.0 technologies. Specifically, teachers were most frequently cited for driving the adoption of digital multimedia resources (78 percent), online learning games and simulations (65 percent) and teacher-generated online content (60 percent). They were also among the top three groups for student-generated online content (45 percent) and student use of virtual learning environments (42 percent). Another key group identified was students, who were most frequently cited as driving the adoption of social networking and student-generated online content.

“The research indicates that the movement toward Web 2.0 use to engage students and address individual learning needs is largely being driven in districts from the bottom up – starting with teachers and students,” said Dr. Jay Sivin-Kachala, vice president and lead researcher for IESD. “Furthermore, the results show that many districts are using or planning to use Web 2.0 tools in teacher professional development, which suggests that teachers will become increasingly comfortable with these technologies and better able to teach students how to use them safely and productively.”

Overall, the research confirms school districts are using or planning to use several types of Web 2.0 technologies, but reveals there is still resistance to using online social networking for instructional purposes. In 83 percent of districts, very few or no teachers use online social networking for instruction, and 40 percent of districts currently have policies that don’t allow use of this technology. However, some trailblazing districts have plans for adopting or promoting use of this technology.

Other key results of the survey include:

Research Journey Takes CF Doctor Back to Ancient Bones

Madison, WI (Vocus) August 31, 2010

Teeth and leg bones from Iron Age people are showing a 21st century scientific-research team that there might be an evolutionary silver lining to the gene defects that cause cystic fibrosis (CF).

DNA analysis of ancient archeological finds is revealing that some CF gene defects may protect those who carry them from lead and other metal poisoning, or perhaps tuberculosis.

Dr. Philip Farrell of the University of Wisconsin School of Medicine and Public Health is a CF expert who has studied the disease and treated hundreds of patients with it over 30 years. Thanks to treatments today, CF patients can expect to live relatively healthy, full lives. But left untreated, most would die by age two from serious respiratory and digestive problems.

Farrells research interest was piqued, in part, by startling numbers: of the eight million newborn babies who will be screened for CF in the coming year, thousands will have only one mutated CF gene instead of the two needed to cause the disease. One in every 30 people from central or Western Europe has a single copy of the mutation. The same ratio exists in people who migrated from there to the Americas, Australia and New Zealand.

When Farrell first began screening newborns for CF in the 1980s, he noticed that many infants inherited only one defective gene. They were not stricken with CF, but they were carriers who later could pass the mutated gene to their own offspring.

These high numbers must mean something, Farrell reasoned.

We have to assume that there is some explanation for this mutation being so common, he says. It would never happen if there werent some advantage to it occurring.

This theory of selective advantage is an extension of Darwins theory of natural selection. The theory says that species that are the fittest and most adaptable will survive best while those that are less fit and adaptable will become extinct over time as they are exposed to environmental stresses.

Sickle cell anemia is another example, says Farrell, especially among African populations. People with two copies of the defective sickle cell gene get the debilitating and often fatal disease. But those with one mutation not only are spared the disease–they are protected against the fatal malaria that is so prevalent in Africa.

Since the protective CF gene mutation is so common among people living in or coming originally from central and Western Europe, Farrell suspects that the mutation first arose in that part of the world, very likely in early Celtic populations.

The Celts were known to make large-scale migrations that would have spread the mutation geographically, he says. The mutation could have made these people healthier or more fertile.

To understand what in the environment could cause the mutated CF gene to occur in the first place, Farrell turned to ancient burial remains. Evidence from his earlier studies already showed that transgenic mice carrying the gene might be resistant to lead toxicity. He wanted to see if there were links to people living in Europe during the Iron and Bronze Ages.

This was an era in which people were exposed to toxic heavy metals for the first time in history, he says.

Romans used lead most frequently. Others made weapons, utensils, tools and jewelry from iron. Later, bronze made from copper and arsenic was most popular.

These goods were highly valued, Farrell says, and there was no public health service then to determine any possibly ill effects of exposure to them.

Farrell connected with museums in Vienna; London; Verona, Italy, and, more recently, Ireland, France and Denmark. Curators eagerly shared molars and femurssome from as far back as 2,500 years.

He also assembled an international team that includes molecular geneticist Cedric Le Marechal from France. Marechal has analyzed genetic material from the remains, searching for evidence of CF. Scientists at the Wisconsin State Laboratory of Hygiene have been enlisted to look for signs of exposure to metals.

The first analyses are showing that specimens containing CF gene defects were not affected by lead or other metal poisoning, hinting at the mutations protective advantage. The specimens also contained very little tuberculosis. The scientists cant pinpoint exactly where the first CF carrier may have lived, but they think current day Austria is a good candidate.

Reports on the project, some of the first in the new field of evolutionary medicine, have been published in Science of the Total Environment and Nature Proceedings.

Farrell says he hopes to have definitive answers soon. The parents of his CF carrier patients would benefit most from this knowledge.

I could convince them not to worry, he says. I could honestly say, The science shows that your child will not be sick. In fact, he or she may be healthier than other kids.


New Research From NeuroFocus Reveals What Mens Brains REALLY Want And Its Not What You Think

Berkeley, CA (PRWEB) April 4, 2011

Todays modern male consumer has deep emotional needs that are going largely unmet by todays marketing, the worlds leading neuromarketing company revealed today in a special report. Through a series of research studies it conducted globally, NeuroFocus measured males subconscious responses to advertising and other messaging across the food and beverage, financial, health and beauty, consumer goods, and automotive categories. The reports findings are not only surprisingthey have significant implications for marketers in those and many other categories.

Five key findings emerged from the companys research:

Jill Jones-Soderman and The Family Resolution Center Launches Research Project Concerning Parental Alienation And International Child Abduction

Chester, NY (PRWEB) November 19, 2011

According to Jill Jones-Soderman, The Family Resolution Center (Center) and The Foundation for the Child Victims of the Family Courts (Foundation) will be joining forces to provide therapeutic advocacy, mediation, family therapy, intensive evaluation services to parents and children. These organizations will join forces with other credible resources to provide a safety network to provide services on an ongoing basis for families and children in crisis.

Crises may stem from high conflict interaction in the home including child abuse and neglect, domestic violence and the threat of child abduction, or even protection of the child from the abuse of the parent protesting “failure to enforce parental rights” to the child. In addition, the Foundation and Center will jointly participate in a new study on the effects of international parental child abduction of children and their targeted parents.

Parental child abduction is often the last step in a crisis that has been building or is apparent as a possible tactic when one parent is either an extreme alienator or an extreme abuser, insistent on having their” own way” with the child and the parent whom is seen as an interference.

Child abduction can be a tool of parental alienation as well as a sadistic attack on the parent meant to be thwarted. It can also be an attempt at rescuing a child at especially grave risk where the authorities have made incorrect decisions. Risk and diagnostic assessment are critical especially when the span of geographical territory that can easily be traversed requires hands across the country to communicate, act, support the necessary tactics to be implemented.

Family therapy and evaluation services are meant to prevent crimes and abuse against children that result in court intervention.

Jill Jones-Soderman, Executive Director of the two Foundations noted has a career that spans nearly 40 years as a therapist, forensic advocate in court analysis and case navigation. She states that “the family courts across the country often attempt to promote fairness and parenting equality without having the refined tools of analytic evaluation or time to experience more than a snapshot view of family interaction, orchestrated by attorneys and other court actors. Too often children are placed from the hands of the protective parent into the hands of the abuser because of a lack of in depth understanding of character pathology, serious mental disorders and the dynamics which defines parental alienation or the little discussed phenomenon of the child alienator.”

Dr. Monty N. Weinstein of the Family therapy Center of New York and Georgia and the Director of the National Parents Rights Association commented on Jones-Soderman, “Dr. Jill Jones-Soderman has been a friend and colleague for a number of years. I consider her to be one of the most brilliant analysts and court forensic strategists I have ever known. She has demonstrated a steadfast commitment to the confidentiality of her patients and an ability to stand up for client’s rights under the most egregious court situations; a loyal friend and ally, fierce adversary, she is a force with which to contend.”

Jones-Soderman states, “It takes considerable time and skill to tease out who really has the best interest of the child at heart. When one parent is willing to subject children to repeated police enforced visitation, disruption of home life, school, friendships, extra curricular activities to enforce their rights, where a child repeatedly resists visitation, jumping to the conclusion that the child has been influenced,or brain washed appears simplistic and banal. These issues are extremely complex and subject to sensitive scrutiny and individualized understanding and detailed explanation. Domestic violence, physical, emotional, sexual abuse of children is often not recognized by the courts as anything but the unrelenting false claims of a disgruntled parent. Credibility is established by the view held by the judge of the client’s lawyer and representation of the client. or by the words of the court appointed evaluator, who may have their own agenda – namely to please the court and keep the referrals coming.”

The Foundation and Center concentrate in part in cases that include in which parents in court recognize what a destructive process in which they are both engaged and are subjecting their children to and decide to stop the ravages, dismiss the case and proceed to either therapy or a mediated divorce and long term parenting plan. Jones-Soderman commented, “Though this scenario occasionally occurs, more often than not children are treated as if they were no more than chattel; possessions of the state or of one or both parents to be parceled out like a pound of cold cuts.”

Most representative of this phenomenon is the trend toward international parental abduction of children. The distinction between child abduction and a parent or child running from an abusive, destructive relationship must be carefully understood as mistakes in this area, easily made are lethal and occur far too frequently.

According to the recently released resource guide on international parental child abduciton titled ‘The World Turned Upside Down’ written by Carolyn Ann Vlk and Peter Thomas Senese, it is estimated that there will be over 3,000 ‘reported’ and ‘unreported’ abduction cases in 2011. Confronting the issues of parental alienation and abuse associated with the threat of parental child abduction or the act of parental child abduction are priorities of both the Foundation and the Center as parental child abduction is a severe form of child abuse. International parental child abduction is a crime in under federal and every state law.

Child Advocate and author Peter Thomas Senese added, “I have known the Foundation and the Center along with its key individuals, including Jill Jones-Soderman, to be extraordinarily committed to assisting children targeted for abuse in the face of parental alienation. Ms. Jones-Soderman is a leading analyst and champion of children’s rights, who acts with thoughtful and prudent determination. The Foundation and Center’s work in the area of international parental child abduction re-entry is well known.”

The Family Resolution Center, LLC and The Foundation for the Child Victims of the Family Courts have extensive experience in evaluating and working with parents and children in and out of courts across the country in long term treatment or ongoing mediation and parent coordinator services. Knowledge of reliable, stable resources, our partners in various aspects of work – whether it be for referrals to professionals in different parts of the country or reaching out to professionals who have specialized knowledge is an invaluable tool.

The goal of all services is to preserve confidentiality of all clients, to support

the integrity, individuality and goals of all individuals and to advocate for clients in court circumstances as necessary. Children must be seen hear, believed and protected as must be the best interests of all parties with benefits of fairness and most current knowledge and research available to guide practice.

For more information, please visit The Family Resolution Center or The Foundation For The Child Victims Of The Family Court.



Amherst, MA, and New York, NY (PRWEB) September 26, 2012

At a special session today of the Clinton Global Initiative Annual Meeting, President Obama announced several new Administration policies to fight human trafficking. One of these, an Executive Order Strengthening Protections in Federal Contracts, ensures that goods purchased by the U.S. Government-the largest single purchaser of goods and services in the world-are not tainted by trafficking via exploitative labor recruitment practices at any point in the production and supply chain. The Executive Order will apply to all federal contractors and subcontractors-both in the US and worldwide-and provides federal agencies with additional tools to foster compliance. This Order makes use of the key elements of the Verit

New Research Discovers PROs Gamble On Creativity

(PRWEB) October 30, 2005

A report into the management of creativity in the Public Relations (PR) industry conducted by B2B and Corporate public relations consultancy Parker, Wayne & Kent has found that more than half (57.45 per cent) of PR practitioners do not risk assess creatives.

Leading findings:

Half of respondents (50 per cent) stated they did not evaluate the success of the creative aspect of a campaign

Two in five respondents (43.56 per cent) had not heard of any of the seven most famous models of creative thinking

Almost one in five respondents (19.15 per cent) claimed to be at their most creative whist commuting

One twelfth of respondents (8.74 per cent) were found to use brainstorming alone as a technique to achieve creativity

The pressure of time, noise and distractions, resistance to creativity from co-workers and client’s lack of openness to creativity were named as the biggest barriers to creativity at work

A report into the management of creativity in the Public Relations (PR) industry conducted by B2B and Corporate public relations consultancy Parker, Wayne & Kent has found that more than half (57.45 per cent) of PR practitioners do not risk assess creatives.

Creativity is the x-factor which can make a PR programme sparkle, but creative ideas are being generated and enacted without proper understanding of the impact they may have.

Thoroughly risk assessing creative ideas allows practitioners to predict and plan for all possible outcomes. Once the risks are understood, the creative idea may be considered untenable.

Failing to risk assess creatives can lead to unsuccessful campaigns and inefficiency. In the worst cases it can actively damage a companys reputation.

Risk must be understood and minimised as far as possible if PR practitioners are to deliver the value they seek to generate through their creativity.

Of the 36.17 per cent of PRs claiming to conduct risk assessments, given methods and typical comments included:-

Discussion with colleagues and clients (26.47 per cent);

We test the creative on a selection of internal and external representatives. The feedback from this will contribute to the overall feasibility of the campaign and whether the creative needs to be amended.

Assessing the risks against an informal list of criteria (17.65 per cent)

Only on an informal basis – idea is assessed for practicality, performance, effectiveness and success rate prior to being presented to client.

Through knowledge and experience (14.71 per cent)

I assess whether I think something will work using my experience and the experience of others in the team.

Evaluate Your Creativity

Half of respondents (50 per cent) stated they did not evaluate the success of the creative aspect of a campaign.

PR practitioners should audit their creative output in an attempt to better understand creativity and how it impacts on the relative success of their campaigns. If practitioners are able to identify the degree to which a campaigns success or failure is the result of creativity, they will be more informed and better positioned for future communications. This knowledge will benefit the client.

Creative Theory Is Overlooked

While 96 per cent of respondents agreed or agreed strongly that creativity was important to the PR process, two in five PROs (43.56 per cent) had not heard of any of the seven most famous models of creative thinking. The models relating to creativity included; The Wallas Model, Osborns Seven-Step Model, De Bonos Six Hats, and The Creative Problem Solving (CPS) Model.

Stuck On Brainstorming

Brainstorming was overwhelmingly the most popular technique with 89.32 per cent of PROs frequently using brainstorming in their work. One twelfth of respondents (8.74 per cent) only used brainstorms to achieve creativity.

PR practitioners should not use brainstorms in isolation. They should learn and use as many individual and group techniques as possible to improve their creative output. While the brainstorm is a successful technique for the mass generation of ideas, it is not universally appropriate for every task and every situation.

Barriers To Creativity

Through analysis, Parker, Wayne & Kent found that the pressure of time and deadlines, noise and distractions, resistance to creativity from co-workers and clients lacking openness to creativity were named as the biggest barriers to creativity at work.

Sample responses included:

Pressure of time and deadlines;

Sometimes I feel that you don’t get enough time to be creative as you get bogged down with the day to day…

noise and distractions;

It is quite difficult to think creatively in a noisy environment.

resistance to creativity from co-workers;

My business masters, while creative in their own field, are not especially ambitious in PR terms there’s not often pressure to find something terribly innovative.

client’s lack of openness to creativity;

My clients are often keen to stifle creativity as much as they can. Usually comes from poor leadership at the top and a desire not to see their neck on the chopping block!

Creative Commuters

Almost one in five (19.15 per cent) respondents claimed to be at their most creative on the daily commute to and from work. This is significant as practitioners are generating their most creative ideas away from the pressures and distractions of the home or the office. Commuting appears to provide a sanctuary for free and creative thought in the working life of PR practitioners.

Other popular environments for creative thought include: at work, in formal settings such as brainstorms (12.76 per cent); at work, away from my desk (10.64 per cent); and at home in the bath (11.7 per cent).

Only one in ten PROs (9.57 per cent) said they were at their most creative at their work desks.

The report by Parker, Wayne & Kent concluded that while the PR industry seeks to trade on the creativity of its output, PR practitioners should invest more heavily in their understanding and management of creativity.

The full report is available online via: http://www.pwkpr.com/downloads.htm.

Note to editors

For more information please contact Brian or Tim on 020 8342 8709.

About Parker, Wayne & Kent Ltd.:

Parker, Wayne & Kent specialises in public relations services for the business-to-business and corporate sectors. http://www.pwkpr.com.