Obtain and utilize necessary innovative and creative skills needed within public relations and communications with this textbook.

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.

Learn how to enhance the PR creative process in your research through experimentation, with the helpful assistance of tools such as AI

Autorentext
Stuart Mayell is a Visiting Lecturer at the University of Westminster, where, alongside Jon Cope, he teaches modules on strategic planning, content development and brand communication. Stuart is a communications professional with 28 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.

Klappentext

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.

Inhalt

• • 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;