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Innovation and Best Practice
for Business Success

Established 1967



Creativity in Public Relations

Creativity in Public Relations

Andy Green

£19.99

Creativity in Public Relations includes brain storming techniques, innovations in public relations and techniques for stimulating ideas. This book will help PR practitioners develop greater understanding of the creative process.

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About the book

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.


Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: A definition of ‘creativity’;
    • Chapter - 02: Creativity: some myths debunked;
    • Chapter - 03: How you think in ‘boxes’;
    • Chapter - 04: The creative process;
    • Chapter - 05: Green Light thinking: creative techniques;
    • Chapter - 06: Green Light thinking: brainstorming;
    • Chapter - 07: Creativity – the consultation tool;
    • Chapter - 08: Red Light thinking: the evaluation of ideas;
    • Chapter - 09: Creativity is not just for photocalls;
    • Chapter - 10: Creativity and social media;
    • Chapter - 11: The creative meme master;
    • Chapter - 12: Obstacles to creativity;
    • Chapter - 13: You are never more than 12 feet from an opportunity;
    • Chapter - 14: The ‘creative diamond’;
    • Chapter - 15: The creative individual;
    • Chapter - 16: Creating a creative culture;
    • Chapter - 17: The ethics of creativity: lies, damned lies and impropaganda;
    • Chapter - 18: The future of creativity;
    • Chapter - 19: Award ceremony;
    • Chapter - 20: Interested in finding out more?


Book Details

  • EAN: 9780749456504
  • Edition: 4
  • Published: 3rd December 2009
  • Paperback
  • Dimensions: 234x156
  • 272 pages
  • Series: PR in Practice Series

About the Author

Andy Green is a Fellow of the CIPR and is a leading expert on communications and creativity. He is the driving force behind the Wakefield Media and Creativity Centre, a partner with Wakefield-based GREEN communications and creativity consultancy creativity@work. He is also the author of Effective Personal Communication Skills for Public Relations (also published by Kogan Page).


Andy Green