Just because you've chosen to use outside consultants, copywriters or an in-house graphics agency, doesn't mean you should work in a vacuum. Brainstorming with your consultants, staff and other company members can yield great results. For example, you might use brainstorming to facilitate discussions between sales and marketing - as a technique to keep the message on target.

Nine tips for effective brainstorming

1. Choose a single issue or focus for the brainstorming session.
2. Select eight to ten participants including outside consultants or free-lancers who are working on the project.
3. Give advance notice to the participants and tickle their brains with the issue to be discussed.
4. Choose a facilitator who will keep the meeting moving and encourage everyone to participate in offering rapid-fire ideas.
5. Select a secretary to record all the ideas, or tape record the session.
6. Encourage as many ideas as possible. Quantity is the key.
7. Encourage "wild" or "wacky," spur-of-the-moment ideas.
8. Allow no criticism of anyone's ideas.
9. Keep the meeting light. Create an atmosphere of "creative madness." Have FUN!