Creativity in Public Relations (Public Relations in by Andy Green

By Andy Green

Artistic enter is necessarily required of the PR practitioner, and but many PR practitioners lack a true knowing of the inventive technique. Creativity in Public family addresses this example. It courses the reader via quite a number strategies and assistance for producing artistic rules, as defined by way of the "five Is" of the inventive method: details, incubation, illumination, integration and representation. one of the subject matters it explores are: thoughts for exciting principles, how one can overview rules, stumbling blocks to creativity, the artistic person, and the inventive association. It contains useful examples and examine performed via these within the PR who're looked through their friends as "creative." by means of truly constructing a definition of "creativity," this 3rd version can help PR practitioners use the inventive strategy to bigger impact of their paintings.

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A lesson to be learnt by us all There are two elements to this first stage of the creative process of information: one is gathering the relevant information to assist with the task in hand. The second is posing the right questions. Gathering the relevant information The great advertising guru David Ogilvy describes in his book Advertising (Ogilvy, 1987) how he went about producing great ads: ‘You don’t stand a tinker’s chance of producing successful advertising unless you start doing your homework.

The reason for outlining these different models of the creative process is to establish the credibility and substance of the concept. By recognizing that there is method in the creative process, practitioners can improve their effectiveness and identify any weaknesses in the chain – which can then be remedied. It is also possible to highlight the common themes running through them all. Each includes a vital first step of identifying the problem, accompanied by the need to gather information. Most include a reference to what is called ‘incubation’, which will be described shortly.

34 Creativity in PR 1-122:Creativity in PR 4/1/07 12:36 Page 35 How you think in ‘boxes’ Each of us sees the world uniquely. We also have a preferred thinking style in the way we perceive situations and the world around us. There are many different personality profiling methodologies to identify common characteristics of different types of thinking. It is as if we use a pair of spectacles to enable us to identify a situation before us and make sense of the different elements within our field of vision.

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