Creativity in Public Relations

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Kogan Page Publishers, 2007 - Business & Economics - 244 pages
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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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This piece creativity in PR is a must have for any good PR practitioner who wants to mve forward

Contents

I
4
II
18
III
28
IV
40
V
66
VI
88
VIII
103
IX
115
XII
150
XIII
161
XV
168
XVI
193
XVII
210
XVIII
224
XIX
234
XX
236

X
123
XI
139

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About the author (2007)

Andy Green runs his own public relations and marketing consultancy. A former chairman of the Chartered Institute of Public Relations' Yorkshire Group, he has some 20 years' experience in the public relations profession. He has won numerous professional awards for his creative work and now runs courses on creativity for the Chartered Institute of Public Relations and for many leading consultancies and organizations.

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