Creativity in Public Relations

Overview

The subject of creativity in public relations is something of an enigma. 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 enable those working in public relations to: understand the creative process; manage the creative dimension; improve their own creative abilities. The book offers practical examples and is based on the research of those in the ...
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Creativity in Public Relations

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Overview

The subject of creativity in public relations is something of an enigma. 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 enable those working in public relations to: understand the creative process; manage the creative dimension; improve their own creative abilities. The book 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.
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Editorial Reviews

From the Publisher
"[A] must for any business's PR department." - Midwest Book Review
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Product Details

  • ISBN-13: 9780749456504
  • Publisher: Kogan Page, Ltd.
  • Publication date: 1/28/2010
  • Series: PR in Practice Series
  • Edition description: Fourth Edition
  • Edition number: 4
  • Pages: 256
  • Product dimensions: 6.10 (w) x 9.20 (h) x 0.70 (d)

Meet the Author

Andy Green runs his own public relations and marketing consulting firm. He teaches courses on creativity for the UK's Chartered Institute of Public Relations and many leading organizations. He is also the author of Effective Personal Communication Skills for Public Relations.

Professor Anne Gregory is the UK's only full-time professor of public relations and a leading international academic. She is Director of the Centre for Public Relations Studies in the Faculty of Business and Law at Leeds Metropolitan University. Before becoming an academic, Anne spent many years in public relations practice and has experience at a senior level both in-house and in consultancy. She remains involved in consultancy work and is adviser at board level to a number of large organizations. Anne is series editor for the PR in Practice books and author of Public Relations in Practice in this series (also published by Kogan Page).

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Table of Contents

1.     A definition of ‘creativity’    

2.     Creativity: some myths debunked   

3.     How you think in ‘boxes’       

4.     The creative process           

5.     Green Light thinking: creative techniques     

6.     Green Light thinking: brainstorming       

7.     Creativity – the consultation tool        

8.     Red Light thinking: the evaluation of ideas       

9.     Creativity is not just for photocalls      

10.   Creativity and social media

11.   The creative meme master

12.   Obstacles to social media

13.   You are never more than 12 feet from an opportunity   

14.   The ‘creative diamond’           

15.   The creative individual  

16.   Creating a creative culture      

17.   The ethics of creativity: lies, damned lies and impropaganda

18.   The future of creativity   

19.   Award ceremony   

20.   Interested in finding out more?    

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