How to Concoct Creative Angles, Images, and Exploits n 237 1. 2. 3. What do you say to yourself or others about what you do that gets rueful, jovial, or side-splitting laughs? If people were to poke good-natured fun at you in a spoof, how could they do it? Imagine a humorous commercial featuring your organization. Might a toned-down version incorporated into a news release interest the public? Suppose you had to act out what you do and what's so special about it according to the rules of charades. How would you do it? Ask a kid who knows you what he or she imagines that you do all day. Or ask a whole carpoolful of kids how they would spend the day if they were running your organization. 4. 5. E AR TO THE G ROUND Sometimes the very idea we need passes by us in disguise. If we pay careful attention, we're more likely to recognize it. 1. What are the stories you or patrons tell over and over again about yourself? What do these show? Is there a tantalizing thread running through them? 2. Take out last year's appointment calendar or annual report. Did you do something last year that deserved to be publicized? 3. What are the complaints you hear about competitors that no one hears about you? 4. Which emotions motivate your devotees: Fear? Pride? Impatience? Hope? Is there a story there? 5. Eavesdrop on your audience. Is there something you know about them that they don't seem to know? 6. What casual comments, worries, or compliments keep showing up in your e-mail?