Creativity in Public Relations
3rd Edition
Published on 3. February 2007
Book
Paperback/Softback
256 pages
978-0-7494-4823-3 (ISBN)
Description
Creative input is inevitably required of the PR practitioner and yet there is a lack of real understanding of the mechanics of the processes involved.
Creativity in Public Relations seeks to address this situation and explores: the five 'Is' of the creative process; techniques for stimulating ideas; brainstorming; evaluating ideas; obstacles to creativity; the creative individual; the creative organization.
There are practical examples and research carried out by those in the PR industry who are regarded by their peers as 'creative'. The reader is guided through methods of using and managing a range of techniques and tips to generate creative ideas, as described by the five 'Is' of the creative process: information, incubation, illumination, integration and illustration.
By clearly establishing a definition of 'creativity', this third edition will help PR practitioners and general readers to get 'under the skin' of the creative process and use it to greater effect in their work.
Creativity in Public Relations seeks to address this situation and explores: the five 'Is' of the creative process; techniques for stimulating ideas; brainstorming; evaluating ideas; obstacles to creativity; the creative individual; the creative organization.
There are practical examples and research carried out by those in the PR industry who are regarded by their peers as 'creative'. The reader is guided through methods of using and managing a range of techniques and tips to generate creative ideas, as described by the five 'Is' of the creative process: information, incubation, illumination, integration and illustration.
By clearly establishing a definition of 'creativity', this third edition will help PR practitioners and general readers to get 'under the skin' of the creative process and use it to greater effect in their work.
More details
Series
Edition
3rd Revised edition
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Product notice
Paperback (trade)
Dimensions
Height: 1 mm
Width: 1 mm
Thickness: 1 mm
Weight
1 gr
ISBN-13
978-0-7494-4823-3 (9780749448233)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Andy Green
Creativity in Public Relations
Book
12/2009
4th Edition
Kogan Page Ltd
€50.94
Article is exhausted; no reprint
Previous edition
Andy Green
Creativity in Public Relations
Book
04/2001
2nd Edition
Kogan Page Ltd
€41.03
Article exhausted; check for reprint
Person
Andy Green runs his own public relations and marketing consultancy. A former chairman of the Chartered Institute of Public Relations' Yorkshire Group, he has some 20 years' experience in the public relations profession. He has won numerous professional awards for his creative work and now runs courses on creativity for the Chartered Institute of Public Relations and for many leading consultancies and organizations.
Content
Introduction
1. 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
2. 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
3. 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
4. The creative process
The five 'I's; Information; Incubation;
Illumination; Integration; Illustration;
Summary; Key words for your creativity
vocabulary;
5. 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 ofmind; Summary; Key words for your creativity vocabulary
6. Green Light thinking: brainstorming
General principles; A new way ahead: structured brainstorming; Nominal Group Technique(NGT); Summary; Key words for yourcreativity vocabulary
7. 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
8. 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
9. 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
10. 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
11. You are never more than 12 feet from an opportunity
The Millennium Bridge;
1. Be principled;
2. Believe there are opportunities - prime yourself;
3. Try more, little and often;
4. See a bigger picture;
5. Use every connection;
6. Flip the negative;
7. Be persistent;
8. Do more than is expected, trust intuition, seize the
moment
Overview; Summary; Key words for yourcreativity vocabulary
12. 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
13. The creative individual
1. Be uncomfortable;
2. Be a pig, a mule and a Zebedee;
3. Have a positive anchor and be Robert Davy;
4. Overflow your jug;
5. Take your hunches to work;
6. Work, work -- and work;
7. Be a professor of public relations and parlez
PR;
8. Is your escalator a stairway?;
9. Speak the language of the positive;
10. Reach for the stars;
And 11. Break the rules, be happy and have fun;
Summary; Key words for your creativityvocabulary
14. 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
15. 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
16. The future of creativity
The Creative Range; The Information stagetransformed; The Incubation stage transformed;The Illumination stage transformed;TheIntegration stage transformed;The Illustrationstage transformed; And finally: greater study of creativity; Key words for your creativityvocabulary
17. Award ceremony
18. Interested in finding out more?
Favourite books on creativity and developing your mind's creative skills; Books on creativity in
marketing; Books on creativity in organizations; Books on self-development; Neuro Linguistic Programming; Internet sites; Training courses; Organizations
1. 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
2. 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
3. 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
4. The creative process
The five 'I's; Information; Incubation;
Illumination; Integration; Illustration;
Summary; Key words for your creativity
vocabulary;
5. 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 ofmind; Summary; Key words for your creativity vocabulary
6. Green Light thinking: brainstorming
General principles; A new way ahead: structured brainstorming; Nominal Group Technique(NGT); Summary; Key words for yourcreativity vocabulary
7. 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
8. 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
9. 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
10. 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
11. You are never more than 12 feet from an opportunity
The Millennium Bridge;
1. Be principled;
2. Believe there are opportunities - prime yourself;
3. Try more, little and often;
4. See a bigger picture;
5. Use every connection;
6. Flip the negative;
7. Be persistent;
8. Do more than is expected, trust intuition, seize the
moment
Overview; Summary; Key words for yourcreativity vocabulary
12. 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
13. The creative individual
1. Be uncomfortable;
2. Be a pig, a mule and a Zebedee;
3. Have a positive anchor and be Robert Davy;
4. Overflow your jug;
5. Take your hunches to work;
6. Work, work -- and work;
7. Be a professor of public relations and parlez
PR;
8. Is your escalator a stairway?;
9. Speak the language of the positive;
10. Reach for the stars;
And 11. Break the rules, be happy and have fun;
Summary; Key words for your creativityvocabulary
14. 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
15. 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
16. The future of creativity
The Creative Range; The Information stagetransformed; The Incubation stage transformed;The Illumination stage transformed;TheIntegration stage transformed;The Illustrationstage transformed; And finally: greater study of creativity; Key words for your creativityvocabulary
17. Award ceremony
18. Interested in finding out more?
Favourite books on creativity and developing your mind's creative skills; Books on creativity in
marketing; Books on creativity in organizations; Books on self-development; Neuro Linguistic Programming; Internet sites; Training courses; Organizations