Creativity in Public Relations
Creative input is inevitably required of the PR practitioner, and yet many PR practitioners lack a real understanding of the creative process. Creativity in Public Relations addresses this situation. It guides the reader through a range of techniques and tips for generating creative ideas, as described by the ""five Is"" of the creative process: information, incubation, illumination, integration and illustration. Among the topics it explores are: techniques for stimulating ideas, ways to evaluate ideas, obstacles to creativity, the creative individual, and the creative organization. It includes practical examples and research carried out by those in the PR industry who are regarded by their peers as ""creative."" By clearly establishing a definition of ""creativity,"" this third edition will help PR practitioners use the creative process 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