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.
Inhaltsverzeichnis
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?
