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Creativity in Public Relations

ISBN-10: 0749448237
ISBN-13: 9780749448233
Edition: 3rd 2007
Authors: Andy Green
List price: $37.50
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Description: Creative input is inevitably required of the PR practitioner, and yet many PR practitioners lack a real understanding of the creative process. Creativity in Public Relations addresses this situation. It guides the reader through a range of  More...

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Book details

List price: $37.50
Edition: 3rd
Copyright year: 2007
Publisher: Kogan Page, Limited
Publication date: 4/28/2007
Binding: Paperback
Pages: 256
Size: 0.04" wide x 0.04" long x 0.04" tall
Weight: 0.968

Creative input is inevitably required of the PR practitioner, and yet many PR practitioners lack a real understanding of the creative process. Creativity in Public Relations addresses this situation. It guides the reader through a range of techniques and tips for generating creative ideas, as described by the "five Is" of the creative process: information, incubation, illumination, integration and illustration. Among the topics it explores are: techniques for stimulating ideas, ways to evaluate ideas, obstacles to creativity, the creative individual, and the creative organization. It includes practical examples and research carried out by those in the PR industry who are regarded by their peers as "creative." By clearly establishing a definition of "creativity," this third edition will help PR practitioners use the creative process to greater effect in their work.

Andy Green is a Fellow of the CIPR. He is the driving force behind the Wakefield Media and Creativity Centre, a partner with Wakefield-based GREEN communications and creativity consultancy creativity@work. He is the author of Effective Personal Communication Skills for Public Relations (also Kogan Page).

Introduction
A definition of 'creativity'
Some possible definitions
A time and a place
A definition for public relations practitioners
Added value
The context for creativity
Creativity versus innovation
Creative thinking versus non-creative thinking
Big 'C' or little 'c'?
Summary
Key words for your creativity vocabulary
Creativity: some myths debunked
The myth of the instant 'Big Idea'
The myth of the left-brain/right-brain theory
The myth of 'lateral thinking equals creativity'
Summary
Key words for your creativity vocabulary
How you think in 'boxes'
Same Box, Smaller Box, and Bigger Box thinking
Why there is no such thing as 'outside-the-box' thinking
Examples of Bigger Box thinking
Examples of Smaller Box thinking
Being flexible in the different boxes you use
Different 'thinking spectacles'
Using 'thinking spectacles' to progress your creative idea
Questions are a creative practitioner's best friend
Summary
Key words for your creativity vocabulary
The creative process
The five 'I's
Information
Incubation
Illumination
Integration
Illustration
Summary
Key words for your creativity vocabulary
Green Light thinking: creative techniques
Suggested techniques or stimulating ideas
Providing a structure to information gathering, idea creation and the evaluation of ideas
Techniques for encouraging a creative state of mind
Summary
Key words for your creativity vocabulary
Green Light thinking: brainstorming
General principles
A new way ahead: structured brainstorming
Nominal Group Technique(NGT)
Summary
Key words for yourcreativity vocabulary
Creativity - the consultation tool
Identify different audiences to be consulted
Engage hard-to-reach audiences
Overcomeinitial objections
Obtain political buy-in fromkey targets
Express and make a statementabout your own creativity
Generate new ideasand alternatives from those being consulted
Obtain valuable market intelligence and insight
Create super-advocates for your cause
Keylessons for successful creative consultation
Challengeswith consultation
Feedback
The consultation quandary
Overview
Summary
Keywords for your creativity vocabulary
Red Light thinking: the evaluation of ideas
Formal evaluation methods
Benjamin Franklin's 'prudential algebra' technique
External evaluation
You decide
Summary
Key words for your creativity vocabulary
Creativity is not just for photocalls
Creativity as a strategic tool
Creativity as atactical tool: 23 practical examples
Summary;Key words for your creativity vocabulary
Obstacles to creativity
The nature of the problem
Poor Green LightRed Light thinking in the creative process
Cultural/socialization problems
Overcomingthe obstacles
Summary
Key words for your creativity vocabulary
You are never more than 12 feet from an opportunity
The Millennium Bridge
Be principled
Believe there are opportunities - prime yourself
Try more, little and often
See a bigger picture
Use every connection
Flip the negative
Be persistent
Do more than is expected, trust intuition, seize the moment Overview
Summary
Key words for yourcreativity vocabulary
The 'creative diamond'
The four Qs
The four Qs overview in creativity -getting the balance right
The rigid, inflexiblemind
Summary
Key words for your creativity vocabulary
The creative individual
Be uncomfortable
Be a pig, a mule and a Zebedee
Have a positive anchor and be Robert Davy
Overflow your jug
Take your hunches to work
Work, work -- and work
Be a professor of public relations and parlez PR
Is your escalator a stairway?
Speak the language of the positive
Reach for the stars
Break the rules, be happy and have fun
Summary
Key words for your creativityvocabulary
Creating a creative culture
The 'Creative Challenge'
Managing creative individuals
The characteristics of a creative organization
The creative director - to have orhave not?
Summary
Key words for yourcreativity vocabulary
The ethics of creativity: lies, damned lies
Impropaganda
Dealing with 'impropaganda'
The creative use of 'impropaganda'
Final thoughts on 'impropaganda'
Summary
Key words for your creativity vocabulary
The future of creativity
The Creative Range
The Information stagetransformed
The Incubation stage transformed
The Illumination stage transformed
TheIntegration stage transformed
The Illustration stage transformed
And finally: greater study of creativity
Key words for your creativityvocabulary
Award ceremony
Interested in finding out more?
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Organizations

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