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Creativity in PR and Communications

Concepts and Practices for Innovation

Jon Cope, Stuart Mayell

Obtain and utilize necessary innovative and creative skills needed within public relations and communications with this undergraduate and postgraduate textbook.

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EAN: 9781398620803

Edition: 1

Published: 03 Nov 2025

Format: 240 x 170

400 pages

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About the book

How can creativity drive effective public relations and communications in today's dynamic business environment?

Creativity in PR and Communications by Jon Cope and Stuart Mayell is an essential textbook designed for undergraduate and postgraduate students studying public relations and creative communication courses. It aligns directly with course outcomes by providing a structured, theory-led yet practical approach to fostering creativity as a strategic tool for addressing PR challenges and meeting business targets. Ideal for core or recommended adoption, this text equips students with the skills and frameworks necessary to excel in creative industries.

Key features include:
- Exploration of creativity fundamentals including mindset development, creative thinking, ideation processes and the strategic use of AI as a creativity enhancer
- Integration of strategic models and expert insights demonstrating how creativity informs effective briefs and campaign development
- Practical real-world examples from global brands such as Unilever, Marmite, Marc Jacobs, Spotify and Heinz illustrating creativity in action within PR and communication contexts
- Structured learning supports including clearly defined learning outcomes, glossary, exercise questions and online resources featuring lecturer slides and creative best practices
- Emphasis on data-led decision making within creative PR strategies to connect innovation with measurable impact

Whether preparing for academic study or professional practice, Jon Cope and Stuart Mayell offer expertise and confident guidance to nurturing creative ideas and applying them strategically in public relations and communications.

About the authors

Jon Cope is the Assistant Head of the School of Media and Communications at the University of Westminster, UK. He is also a PR practitioner with over 25 years of experience in creative direction and content creation for consumer, lifestyle and healthcare sectors.

Stuart Mayell is Visiting Lecturer at the University of Westminster, UK, and a communications professional with 30 years of experience and over 10 years of experience as a Creative Director in PR and communications. He is also Head of the Creative Difference at The Difference Collective.

Jon Cope

Stuart Mayell

Section - SECTION ONE: Introduction to creativity;
- Chapter - 01: What is creativity?;
- Chapter - 02: Creativity;
- Chapter - 03: The case for commercial creativity;
- Chapter - 04: Where do I fit in ? Your creative mindset?;
Section - SECTION TWO: Creativity in practice;
- Chapter - 05: Doing the right research;
- Chapter - 06: Understanding briefs and the planning role;
- Chapter - 07: Acquiring insight;
- Chapter - 08: Creative ideation;
- Chapter - 09: Evaluating creative ideas;
Section - SECTION THREE: Issues in creativity: AI, ethics and the global;
- Chapter - 10: The ethics of creativity;
- Chapter - 11: AI – creative revolution or risky shortcut?;
- Chapter - 12: Think global, create local;
- Chapter - 13: Appendix 1 – a creative thinking checklist;
- Chapter - 14: Appendix 2 – an inventory of creative stimuli;

Reviews

Dr Anna Kiernan, Associate Professor of Creativity and Literary Culture, University of Exeter, UK

Creativity in PR and Communications offers an excellent and much needed comprehensive discussion of this emergent field. Written in an accessible style, while being meticulously researched, this practical and insightful guide is essential reading for anyone working in - or learning about - how to navigate creativity in the communications industries.

Dr Claire Forbes, Director of Communications

You don't often see creativity as a requirement in PR job adverts, but this book places creativity at the heart of PR practice. Full of practical tips, methods and inspiration, it provides a step-by-step guide to help you reimagine your communications approach. Essential reading for anyone wanting to transform their PR practice through creativity.

Maria Jarmola-Clark, UK & Ireland PR Lead

Creativity in PR and Communications successfully unlocks the secrets behind bringing creativity to public relations. It combines both practical insight and innovative strategies that are set to inspire communications professionals at every level. It's a must-have for anyone in the industry who wants to elevate their communication skills and truly challenge themselves to think outside the box.

Gini Dietrich, Founder and Author of Spin Sucks, Creator of the PESO Model©

Creativity isn't some mysterious gift-it's a skill you can learn, practice, and apply to real work. This book breaks down how to find, shape, and sell ideas in ways that actually move people, with smart guidance on everything from AI to avoiding global faceplants.

Dr Konstantinos Pappas, Course Leader of the BA Public Relations, Senior Lecturer of Communications and Media, University of the Arts, London, UK

This book is written in an accessible, comprehensive yet fun way for anyone teaching, studying or interested to study Public Relations and Communications. It tackles a hot topic, that of creativity in PR and Comms, offering a fresh perspective on what is creativity, how to discover creativity, where does commercial creativity fit in before diving into ways in which creativity is applied in the industry and treating important relevant topics, such as the creative ideation and the evaluation of creative ideas. The third section brings an added value to the book, as it exposes the reader to the ethics, the use of AI and the glocal aspect of creativity in the PR and Comms world. It is definitely a book that I would recommend to my students.

Creativity in PR and Communications offers an excellent and much needed comprehensive discussion of this emergent field. Written in an accessible style, while being meticulously researched, this practical and insightful guide is essential reading for anyone working in - or learning about - how to navigate creativity in the communications industries.
Dr Anna Kiernan, Associate Professor of Creativity and Literary Culture, University of Exeter, UK

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