- This upper-level undergraduate and postgraduate textbook utilizes creative thinking to solve business issues, approach cross-cultural communication challenges and create PR briefs
- Supported by learning outcomes, practitioner insights, creating thinking scenarios, real-world examples, exercise questions, and a glossary
- Includes real-world examples from Unilever, Dove, Marmite, Marc Jacobs, Spotify and Heinz
- Online resources: lecturer slides, additional creative practice examples and best-practice real-world examples
- Learn how to enhance the PR creative process in your research through experimentation, with the helpful assistance of tools such as AI
Creativity in PR and Communications
Concepts and Practices for Innovation
Obtain and utilize necessary innovative and creative skills needed within public relations and communications with this undergraduate and postgraduate textbook.
Key features at a glance
EAN: 9781398620803
Edition: 1
Published:
Format: 240x170
400 pages
About the book
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.
About the authors
Jon Cope is the Assistant Head of the School of Media and Communications at the University of Westminster, UK. He is also a PR practitioner with over 25 years of experience in creative direction and content creation for consumer, lifestyle and healthcare sectors.
Stuart Mayell is Visiting Lecturer at the University of Westminster, UK, and a communications professional with 30 years of experience and over 10 years of experience as a Creative Director in PR and communications. He is also Head of the Creative Difference at The Difference Collective.
Creativity in PR and Communications offers an excellent and much needed comprehensive discussion of this emergent field. Written in an accessible style, while being meticulously researched, this practical and insightful guide is essential reading for anyone working in - or learning about - how to navigate creativity in the communications industries.
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