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Creativity in Public Relations (PR in Practice)

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en Limba Engleză Carte Paperback – 03 Dec 2009
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 I's" 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 as creative by their peers.  By clearly establishing a definition of "creativity," this book will help PR practitioners use the creative process to greater effect in their work.
 
The fourth edition of this popular title includes new case studies and updates on the increasing importance of social media in public relations.
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Specificații

ISBN-13: 9780749456504
ISBN-10: 0749456507
Pagini: 255
Dimensiuni: 156 x 233 x 19 mm
Greutate: 0.50 kg
Ediția: Fourth Edition
Editura: Kogan Page
Seria PR in Practice

Locul publicării: United Kingdom

Cuprins

1.     A definition of ‘creativity’    
2.     Creativity: some myths debunked   
3.     How you think in ‘boxes’       
4.     The creative process           
5.     Green Light thinking: creative techniques     
6.     Green Light thinking: brainstorming       
7.     Creativity – the consultation tool        
8.     Red Light thinking: the evaluation of ideas       
9.     Creativity is not just for photocalls      
10.   Creativity and social media
11.   The creative meme master
12.   Obstacles to social media
13.   You are never more than 12 feet from an opportunity   
14.   The ‘creative diamond’           
15.   The creative individual  
16.   Creating a creative culture      
17.   The ethics of creativity: lies, damned lies and impropaganda
18.   The future of creativity   
19.   Award ceremony   
20.   Interested in finding out more?    

Recenzii

"[A] must for any business's PR department." - Midwest Book Review

Notă biografică

Andy Green runs his own public relations and marketing consulting firm.  He teaches courses on creativity for many leading organizations. He is also the author of Effective Personal Communication Skills for Public Relations.