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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.
List of contents
Chapter - 01: Introduction; Chapter - 02: Creativity: definitions, history and theory; 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;
About the author
Jon Cope is the Assistant Head of the School of Media and Communications, and was the Course Leader of the MA in Public Relations at Westminster University, UK. He is also a PR practitioner with more than 25 years' experience in the healthcare and consumer sectors. Most recently, Jon's freelance practice has focused on content creation for global healthcare and consumer/lifestyle brands. He holds an MA in Critical Global Politics from Exeter University and is the author of two books on fashion promotion and public relations.Stuart Mayell is a Visiting Lecturer at the University of Westminster, where he teaches modules on strategic planning, content development and brand communication. Stuart is also a communications professional with over 30 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.
