Creativity in Public Relations docx

[...]... Writing Skills for Public Relations by John Foster Evaluating Public Relations by Tom Watson and Paul Noble Managing Activism by Denise Deegan Online Public Relations by David Phillips and Philip Young Planning and Managing Public Relations Campaigns by Anne Gregory Public Affairs in Practice by Stuart Thompson and Dr Steve John Public Relations: A practical guide to the basics by Philip Henslowe Public. .. important step in developing our own working definition of creativity for public relations practitioners A TIME AND A PLACE Invariably, as soon as someone in the business hears about my interest in creativity, they give me the line: ‘Well you know there’s no such thing as a new idea in public relations It’s all been done before.’ My considered response is: ‘Yes, you’re partly right Many combinations of... Furthermore, public relations is a dynamic process in operation within the wider society, and so some reference to its context should also be made By examining these different approaches to defining creativity, a working definition for public relations practitioners can be given Thus: Creativity is the ability each of us has to create something new by bringing together two or more different elements in a new... leading experts on the subject of creativity, Professor Morris Stein, told me his definition of creativity in a conversation: 5 Creativity in public relations Creativity is a process that results in novelty which is accepted as useful, tenable or satisfying by a significant group of others at some point in time.’ By ‘significant group of others’ he means those who have influence or power to determine... STUPIDITY In Overcoming Stupidity in the World Around You (Tangent Publishing, Bristol, 2008), the author defines stupidity as being caused not by low intelligence (all of us know clever people who do stupid things) Rather, 7 Creativity in public relations Table 1.1 Combining elements to provide added value Area of work First element Second element Added value Artist – creating a new painting Raw materials:... Raw materials: paint, canvas The subject matter Individual vision, craft and skill in creating images An image that may bring pleasure or new insight into the world Poet – creating a new verse Raw materials: pen, paper The subject matter Individual vision, craft and skill in using language A text that may bring pleasure or new insight into the world Public relations professional – devising a photocall... contrasting thinking approaches are embodied in the two lead characters in the science fiction television classic, Star Trek Mr Spock was the cool, analytical character, where everything was rationally observed and logically thought through; Captain Kirk, in contrast, was seen to employ more emotional, intuitive thinking, and being inspirational in his tackling of problems Green Light/Red Light thinking... specific thinking skills are located in the brain but the fact that at least two specific modes of thought can be identified Convergent thinking, the so-called left-sided thinking, is the intellectual ability to logically evaluate, criticize and choose the best idea from a selection of ideas Divergent thinking, the apparent right-sided thinking, is the ability of the intellect to think of many original,... the world’s leading public relations academics and is the only professor of public relations in the UK She is Pro-Vice-Chancellor and Director of the Centre for Public Relations Studies at Leeds Business School, a faculty of Leeds Metropolitan University Before becoming an academic, Anne spent 12 years in public relations practice and has experience at a senior level both in- house and in consultancy... the product solely of our brain The essence of this definition is seeing creativity as an innate individual talent Facing the task of developing our own working definition of creativity for public relations practitioners, if we were to use just this definition then a tautology emerges: Creativity is what creative people do.’ This is clearly insufficient for our purpose; if we all have this creative . our brain. The essence of this definition is seeing creativity as an innate individual talent. Facing the task of developing our own working definition. Cataloging -in- Publication Data Green, Andy, 1958- Creativity in public relations / Andy Green. 4th ed. p. cm. ISBN 978-0-7494-5650-4 1. Public relations.