Creativity in Public Relations

Creative input is inevitably required of the PR practitioner and yet there is a lack of real understanding of the mechanics of the processes involved. Creativity in Public Relations is a unique title that seeks to address this situation and explores:

• the five ‘Is' of the creative process;
• techniques for stimulating ideas;
• brainstorming;
• evaluating ideas;
• obstacles to creativity;
• the creative individual;
• the creative organization.

This fully updated second edition offers practical examples and is based on the research of those in the PR industry who are regarded by their peers as ‘creative'. The reader is guided through methods of using and managing a range of techniques and tips to generate creative ideas, as described by the five ‘Is' of the creative process: information, incubation, illumination, integration and illustration.

By clearly establishing a definition of ‘creativity', this second edition will help PR practitioners and general readers to get ‘under the skin' of the creative process and use it to greater effect in their work.

Contents

• Introduction
• A definition of 'creativity'
• Creativity: some myths debunked
• The creative process
• Green light thinking: creative techniques
• Green light thinking: brainstorming
• Red light thinking: the avluation of idea
• Creativity is not just for photocalls
• Obstacles to creativity
• The creative individual
• The creative organization
• Lies, damned lies 'impropaganda'
• The future of creativity
• Awarrd ceremony
• Interested in finding out more?
• Index