IPR Trustee Rob Flaherty turned my attention to Jonah Lehrer about a year ago. Lehrer, the author of “How We Decide” and “Imagine: How Creativity Works” (due out next week), writes about neuroscience. Last weekend, his essay in The Wall Street Journal hinted at what’s to come in the new book.

Creativity is a skill, says Lehrer, and one that anyone can learn. Some creative challenges require a burst of insight, some a slog. Fortunately, numerous studies show that the human brain is remarkably good at figuring out what kind of creativity is needed.

If you suspect you can find the answer by continuing to think about it, you’re probably right. Somehow the mind knows when it’s getting warmer, even if it hasn’t found the answer yet.

On the other hand, says Lehrer, “If there is no feeling of knowing, the most productive thing we can do is forget about work for a while.” Insight happens.

Either of these approaches – nose to the grindstone or letting in distraction– assumes that the creative answer is already in your head. If not, volume and diversity of new information may help when the solution requires a mental restructuring. Deep expertise can work against you. Get-out-of-your-rut approaches work for you.

Lehrer illustrates with memorable examples. But experienced and successful public relations practitioners can surely provide their own examples. In any case, a little neuroscience may help us be more confident in our creativity skills – and allow us to stimulate those skills on demand.

Frank Ovaitt is President and CEO of the Institute for Public Relations.