Creativity in Public Relations

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.

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 Is" 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 third edition will help PR practitioners use the creative process to greater effect in their work.

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,"