Creativity in PR and Communications

Concepts and Practices for Innovation
1. Auflage 2025
ISBN: 978-1-3986-2086-5
Verlag: Kogan Page

Buch, Englisch, 304 Seiten, Format (B × H): 170 mm x 244 mm, Gewicht: 835 g

Being creative is a key component and necessary skill in public relations and within creative industries to target business challenges, create briefs and to meet targets. This textbook provides students with the practical insights, theories and models needed to become more creative and use that creativity towards PR briefs, campaigns and communications-related business challenges. It also illustrates how students can become more creative practitioners for the workplace. This book guides students on how to cultivate creativity and foster a creative mindset through research, creative ideation processes, creative thinking and the use of AI as a tool to assist creativity. Learn how to nurture your creative ideas and when to let go of weaker ideas with this public relations textbook, illustrating the strategic processes of creativity and how to apply them to business problems. This textbook is full of real-world examples from global companies such as Dove and Samsonite, 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, exercise questions, online resources such PowerPoint slides for lecturers and additional best and creative practice examples. This book is for all PR students and anyone taking creative communication courses looking to enhance their understanding of the creative process.

Autoren/Hrsg.

Cope, Jon

Mayell, Stuart

Fachgebiete

• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Kommunikationsmanagement, Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
• Geisteswissenschaften Sprachwissenschaft Schreiben und Publizieren, Kreatives Schreiben
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaftswissenschaften: Berufe, Ausbildung, Karriereplanung
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung

Inhaltsverzeichnis

• • Chapter - 01: The case for creativity in public relations;
  • Chapter - 02: Creative thinking;
  • Chapter - 03: How to foster a creative mindset;
  • Chapter - 04: Intergrating a brief;
  • Chapter - 05: Doing the right research;
  • Chapter - 06: The first creative act: Acquiring insight;
  • Chapter - 07: Creative ideation;
  • Chapter - 08: Strategy is sacrifice;
  • Chapter - 09: Using AI to turbo-charge your creative process;
  • Chapter - 10: Creativity’s greatest hits;
  • Chapter - 11: Adaption and inclusion: Building creativity across global cultures;
  • Chapter - 12: Apendices;

Über Autor(innen)

Mayell, Stuart
Stuart Mayell is a Visiting Lecturer at the University of Westminster, where he teaches modules on strategic planning, content development and brand communication. Stuart is also a communications professional with over 30 years of experience and has been recognised with multiple awards, including a Cannes Lion. As a Creative Director, Stuart leads multi-disciplinary work across design, video, copywriting, art direction, digital strategy and development. He serves on the judging panel assessing creativity for the Communiqué Awards, a healthcare industry awards programme. He is also Editor of the online journal, Innovation Uncovered.

Cope, Jon
Jon Cope is the Assistant Head of the School of Media and Communications, and was the Course Leader of the MA in Public Relations at Westminster University, UK. He is also a PR practitioner with more than 25 years' experience in the healthcare and consumer sectors. Most recently, Jon's freelance practice has focused on content creation for global healthcare and consumer/lifestyle brands. He holds an MA in Critical Global Politics from Exeter University and is the author of two books on fashion promotion and public relations.

Jon Cope is the Course Leader of the MA in Public Relations at the University of Westminster, UK. He is also a PR practitioner with over 25 years of experience in healthcare and consumer sectors. Stuart Mayell is Visiting lecturer at the University of Westminster, UK. Stuart is also a communications professional with over 25 years of experience.