Creativity in PR and Communications : Concepts and Practices for Innovation

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Creativity in PR and Communications : Concepts and Practices for Innovation

Cope, Jon/ Mayell, Stuart

ウェブストア価格 ¥38,162（本体¥34,693）
Kogan Page Ltd（2025/11発売）
外貨定価 US$ 176.00
ポイント 346pt

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製本 Hardcover:ハードカバー版／ページ数 400 p.
言語 ENG
商品コード 9781398620865
DDC分類 659.2

Full Description

Being creative is a key component and necessity in public relations and within creative industries to target business challenges, create briefs and to meet targets.

Creativity in PR and Communications is a textbook for all PR students and anyone taking creative communication courses looking to enhance their understanding of the creative process. It explores:

- Fostering a creative mindset
- Cultivating creativity
- Creative thinking
- Creative ideation processes
- AI as a tool to assist creativity
- Using creativity to enhance briefs and campaigns

With this textbook, students are provided with the practical insights, theories and models needed to become more creative and use that creativity towards PR and communications-related business challenges. It also illustrates how students can become more creative practitioners for the workplace, through research, theory and practical insights.

Learn how to nurture creative ideas and when to let go of weaker ones with this public relations textbook, illustrating the strategic processes of creativity and how to apply them to PR problems.

This book is full of real-world examples from global companies such as Unilever, Marmite, Marc Jacobs, Spotify and Heinz, and is supported by a range of key features to illustrate how to implement creative industry practices. These key features include a glossary, practical insights, learning outcomes and exercise questions. Online resources include PowerPoint slides for lecturers and additional best and creative practice examples.

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;