Creativity in Public Relations (PR In Practice) [Paperback]

What is it that adds sparkle and life to a well-planned and implemented public relations campaign? It is the 'ah' factor: the brilliantly simple, but inspired creative idea. Creativity isn't just a gift some possess and others don't - it is a process that can be understood and put into practice.

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.

Andy Green

Andy Green runs his own public relations and marketing consultancy. A former chairman of the 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 Institute of Public Relations and for many leading consultancies and organizations.