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 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. There are practical examples and research carried out by 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 third 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.
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ability achieve Alex Osborn audience Big Idea Bigger Box Box thinking brain brainstorming brainstorming session brand values campaign challenge Chapter client communications context create creative dimension Creative Director creative ideas creative organization creative practitioner creative process creative product creative public relations Creative Range creative thinking CREATIVITY VOCABULARY decision defined described develop effective evaluation example experience feel flexible focus Freddie Starr Green Light thinking harness hunches identify illumination impropaganda incubation individual insight issues journalists lateral thinking Leeds City Council Light thinking skills look Max Clifford media coverage mind mind maps objective opportunity options outstanding creative paradigm Paul Carroll person photocall positive possible potential problem provide added value public relations practitioners question recognize Red Light thinking result situation Sky Travel solution someone specific stage Stephen Covey story strategy successful target task technique things thought tion tive Tony Blair Vertical thinking vision