Red Light thinking: the evaluation of ideas

1. Red Light thinking: the evaluation of ideas

2. Red Light thinking

Judgement
Where things
may or not
may work
Reason
Evalution
Martynova
Elena

3. FORMAL EVALUATION METHODS

Screening processes #1
● Is the idea compatible with the brand values?
● Is the idea compatible with the public relations
objectives and strategy?
● Is it legal?
● Can it be developed within a realistic budget and
timescales?
● Is it likely to provide added value?
● Are the commitments and risks acceptable?
Martynova Elena

4.

Screening processes #2
1. Realistic ideas or themes that can be
put into action immediately.
2. Intriguing ideas that are still embryonic
but that have potential as a starting point
for thinking about at a later stage.
3. No-hopers
Martynova Elena

5. Ideas

Second-stage screening
The
Criteria
Essential/
Desirable
Yes/No
Martynova Elena