Creativity in Public Relations (PR In Practice) Paperback – 1 Apr 2001
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Gives the background to probably the most well-known creative technique. -- Institute of Public Relations Journal
This book enables readers to improve their creative abilities by providing a working definition of creativity for use in their everyday work. -- Close-Up
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. See all Product description