CREATIVITY IN PUBLIC RELATIONS (By Andy Green)
Institute of Public Relations (Great Britain)
INTRODUCTION
The subject of creativity in public relations is something of an enigma. Ask any client of senior manager what key skilis are required by a PR Practitioner and they will invariably include the ability to be creative and to add the creative dimension to their work.
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In the UK, public relations practitioners work in an industry with millions of pounds spent by organizations and clients to pay them to be creative and practice creativity. The Industry also has a well-established series of professional awards, where individual programmers of work are praised (more often than not) for their creativity. Often the creative dimension is considered the crucial element.
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Yet when it comes to studying the subject of creativity in public relations, there are no books about it, or even chapters within text books, and usually not even and index reference.
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Creativity in Public Relations attempts to fill this lacuna. It is written to help public relations practitioners understand the creative process – both how it works and how it can be managed. It also explains how public relations practitioners can improve their own individual creative skills, using and managing a range of techniques and tips to generate creative ideas.
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This writing focuses on the needs of public relations practitioners and includes practical examples from the author’s career in public relations, spanning more than 18 years, as well as reseach among many of the leading figures in the industry who are regarded by their peers as ‘creative’ .
Institute of Public Relations (Great Britain)
INTRODUCTION
The subject of creativity in public relations is something of an enigma. Ask any client of senior manager what key skilis are required by a PR Practitioner and they will invariably include the ability to be creative and to add the creative dimension to their work.
…..
In the UK, public relations practitioners work in an industry with millions of pounds spent by organizations and clients to pay them to be creative and practice creativity. The Industry also has a well-established series of professional awards, where individual programmers of work are praised (more often than not) for their creativity. Often the creative dimension is considered the crucial element.
……
Yet when it comes to studying the subject of creativity in public relations, there are no books about it, or even chapters within text books, and usually not even and index reference.
…….
Creativity in Public Relations attempts to fill this lacuna. It is written to help public relations practitioners understand the creative process – both how it works and how it can be managed. It also explains how public relations practitioners can improve their own individual creative skills, using and managing a range of techniques and tips to generate creative ideas.
…..
This writing focuses on the needs of public relations practitioners and includes practical examples from the author’s career in public relations, spanning more than 18 years, as well as reseach among many of the leading figures in the industry who are regarded by their peers as ‘creative’ .
......
See Figure 0.1 for some idea of the areas that will be covered.
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This is not catalogue of creative ideas, although there are many examples of outstanding creative work. Rather, the idea is to help practitioners ‘get under the skin of creativity’ to use it to greater effect in their work and in wider aspects of their lives.
As Alex Osborn, one of the great pioneers of creative thinking, observed; “Far too many people leading their lives like they’re driving their car with the brakes on.’ This writing will enable you to take your foot of the brake pedal.
..
This is not catalogue of creative ideas, although there are many examples of outstanding creative work. Rather, the idea is to help practitioners ‘get under the skin of creativity’ to use it to greater effect in their work and in wider aspects of their lives.
As Alex Osborn, one of the great pioneers of creative thinking, observed; “Far too many people leading their lives like they’re driving their car with the brakes on.’ This writing will enable you to take your foot of the brake pedal.
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