Creativity in PR and Communications : Concepts and Practices for Innovation

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Creativity in PR and Communications : Concepts and Practices for Innovation

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  • 製本 Paperback:紙装版/ペーパーバック版／ページ数 400 p.
  • 言語 ENG
  • 商品コード 9781398620803
  • DDC分類 659.2

Full Description

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.

Contents

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;