Synopses & Reviews
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 I's" 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 as creative by their peers. By clearly establishing a definition of "creativity," this book will help PR practitioners use the creative process to greater effect in their work. The fourth edition of this popular title includes new case studies and updates on the increasing importance of social media in public relations.
Review
"[A] must for any business's PR department." - Midwest Book Review
Synopsis
"Creativity in Public Relations" guides the reader through a range of techniques and tips for generating creative ideas. Among the topics the work explores are techniques for stimulating ideas, ways to evaluate ideas, obstacles to creativity, and the creative organization.
Synopsis
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, showing you techniques for stimulating and evaluating ideas and obstacles to creativity. This fully updated third edition also includes two new chapters on the use of social media and creativity, and creativity and memes.
Including practical examples and research carried out by creative experts in the PR industry, 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.
About the Author
ANDY GREEN is Professor of Comparative Education at the Institute of Education, University of London, UK. He has published widely on a range of education issues, with major works translated into Chinese, German, Japanese and Spanish. His published books include "High Skills: Globalization, Competitiveness and Skills Formation" (with Phil Brown and Hugh Lauder), "Convergences and Divergences in European Education and Training Systems" (with Alison Wolf and Tom Leney), "Education, Globalization and the Nation State" and "Education and State Formation: The Rise of Education Systems in England, France and the USA,"
JOHN PRESTON is Senior Lecturer in Citizenship at the University of East London, UK. He has written widely on themes of adult education, social capital and social cohesion. He has conducted consultancy for UNESCO and is currently working on a study of social cohesion and exclusion in the European Commission.
JAN GERMEN JANMAAT is a Postdoctoral Fellow at the Institute of Education, University of London, UK, working on projects supported by a Framework Six Marie Curie grant. His research interests include citizenship education and the formation of identities and values among youngsters. He has published in the journals "Ethnic and Racial Studies," "European Education" and "Nationalities Papers,"
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?