Expertise · Digital PR specialism
💭 Story Ideation & Creative Concepting
How you craft and develop expertise in your discipline, including your two specialism skills.
Explanations are a first draft and may be refined.
What it is
Generating newsworthy, data-led or creative ideas that journalists want to cover and that fit the client’s goals.
Why it matters at Minty
Ideas are the heart of Digital PR at Minty. Strong concepts win coverage, links and new business.
What it looks like in practice
- Brings multiple strong angles to every ideation
- Tests ideas against news value and client relevance
- Builds on feedback rather than defending first drafts
What good looks like at each stage
- 2 · EmergingContributes ideas in sessions and is developing the judgement to tell which will sell.
- 4 · DevelopingIdeas are sound in familiar sectors, and they learn from the shaping others give them.
- 6 · EstablishedGenerates sound ideas in familiar sectors and is building creative range beyond them.
- 8 · StrongShapes ideas into sellable concepts; their creative judgement is still developing.
- 10 · ExemplaryJudges whether an idea will sell before it is pitched, from a growing creative craft.
Gateway skill for
Needed at 8+ in the previous role to step into these roles.
Not a gateway skill in this pathway.
Carries the most weight in
Roles where Expertise is weighted highest.