Creativity in Pr and Communications Concepts and Practices for Innovation

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 author

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.

Summary

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

Product details

• Authors: Jon Cope, Stuart Mayell, Jon Mayell Cope, Cope Jon
• Publisher: Kogan Page
• Content: Book
• Product form: Paperback / Softback
• Publication date: 01.12.2025
• Subject: Social sciences, law, business > Business > Advertising, marketing
• EAN: 9781398620803
• ISBN: 978-1-398-62080-3
• Pages: 400
• Subjects: Marketing, Advertising, Market research, Public Relations, BUSINESS & ECONOMICS / Public Relations, BUSINESS & ECONOMICS / Skills, BUSINESS & ECONOMICS / Advertising & Promotion, BUSINESS & ECONOMICS / Marketing / Research, BUSINESS & ECONOMICS / Business Writing, Business communication & presentation, Corporate communications, Office & workplace, Writing & editing guides, Office and workplace, Writing and editing guides, Business communication and presentation, Creative Storytelling, Kogan Page, Creative Communications, Creativity in Advertising, AI comms, Intercultural creativity, Global PR, PR innovation, comms, creative marketing, Public Relations Ethics, creative brief development, PR learning outcomes, PR curriculum alignment, brand storytelling in PR, PR exercises, Unilever PR campaigns, Spotify brand case study, PR and comms, data-led PR strategies, Jon Cope, campaign development in PR, Innovation in PR, Marc Jacobs creative strategy, library PR textbook, PR evaluation methods, PR in creative industries, communications textbook, AI-driven PR, public relations student resource, strategic creativity in PR, AI in comms, creativity in PR and communications, public relations frameworks, PR lecturer resources, Heinz PR campaigns, international PR case studies, Creative PR, ROI in creative PR, AI in PR, Stuart Mayell, PR case studies, PR glossary, Intercultural PR, cross-cultural PR campaigns, PR strategic models, theory into practice PR, Marmite brand communications, business school PR module, global PR strategies, creative industry education, creative best practices, creative communications course book