Creativity in Public Relations - Brossura

Green, Andy

Brossura

ISBN 10: 0749448237 ISBN 13: 9780749448233

Casa editrice: Kogan Page Ltd, 2007

Riassunto

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 Is" 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 by their peers as "creative." By clearly establishing a definition of "creativity," this third edition will help PR practitioners use the creative process to greater effect in their work.

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Informazioni sull'autore

Andy Green runs his own public relations and marketing consulting firm. He has over 20 years of experience in the public relations profession and has won numerous professional awards for his creative work. He now teaches courses on creativity for many leading organizations.

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<p><b>Introduction</b><br><br> <b>1. A definition of 'creativity' </b><br><br> Some possible definitions; A time and a place; A definition for public relations practitioners; Added value; The context for creativity; Creativity versus innovation; Creative thinking versus non-creative thinking; Big 'C' or little 'c'?; Summary; Key words for your creativity vocabulary<br><br> <b>2. Creativity: some myths debunked </b><br><br> The myth of the instant 'Big Idea'; The myth of the<br><br> left-brain/right-brain theory; The myth of 'lateral thinking equals creativity'; Summary; Key words<br><br> for your creativity vocabulary<br><br> <b>3. How you think in 'boxes' </b><br><br> Same Box, Smaller Box, and Bigger Box thinking;<br><br> Why there is no such thing as 'outside-the-box'<br><br> thinking; Examples of Bigger Box thinking;<br><br> Examples of Smaller Box thinking; Being flexible<br><br> in the different boxes you use; Different 'thinking spectacles'; Using 'thinking spectacles' to progress<br><br> your creative idea; Questions are a creative<br><br> practitioner's best friend; Summary; Key<br><br> words for your creativity vocabulary<br><br> <b>4. The creative process </b><br><br> The five 'I's; Information; Incubation;<br><br> Illumination; Integration; Illustration;<br><br> Summary; Key words for your creativity<br><br> vocabulary;<br><br> <b>5. Green Light thinking: creative techniques </b><br><br> Suggested techniques or stimulating ideas;Providing a structure to information gathering,idea creation and the evaluation of ideas;Techniques for encouraging a creative state ofmind; Summary; Key words for your creativity vocabulary<br><br> <b>6. Green Light thinking: brainstorming </b><br><br> General principles; A new way ahead: structured brainstorming; Nominal Group Technique(NGT); Summary; Key words for yourcreativity vocabulary<br><br> <b>7. Creativity - the consultation tool </b><br><br> Identify different audiences to be consulted;Engage hard-to-reach audiences; Overcomeinitial objections; Obtain political buy-in fromkey targets; Express and make a statementabout your own creativity; Generate new ideasand alternatives from those being consulted;Obtain valuable market intelligence and insight;Create super-advocates for your cause; Keylessons for successful creative consultation; Challengeswith consultation; Feedback; The consultation quandary; Overview; Summary; Keywords for your creativity vocabulary<br><br> <b>8. Red Light thinking: the evaluation of ideas </b><br><br> Formal evaluation methods; Benjamin Franklin's 'prudential algebra' technique; External<br><br> evaluation; You decide; Summary;<br><br> Key words for your creativity vocabulary<br><br> <b>9. Creativity is not just for photocalls </b><br><br> Creativity as a strategic tool; Creativity as atactical tool: 23 practical examples; Summary;Key words for your creativity vocabulary<br><br> <b>10. Obstacles to creativity </b><br><br> The nature of the problem; Poor Green LightRed Light thinking in the creative process; Cultural/socialization problems; Overcomingthe obstacles; Summary; Key words for your creativity vocabulary<br><br> <b>11. You are never more than 12 feet from an opportunity </b><br><br> The Millennium Bridge;<br><br> 1. Be principled;<br><br> 2. Believe there are opportunities - prime yourself;<br><br> 3. Try more, little and often;<br><br> 4. See a bigger picture;<br><br> 5. Use every connection;<br><br> 6. Flip the negative;<br><br> 7. Be persistent;<br><br> 8. Do more than is expected, trust intuition, seize the<br><br> moment<br><br> Overview; Summary; Key words for yourcreativity vocabulary<br><br> <b>12. The 'creative diamond' </b><br><br> The four Qs; The four Qs overview in creativity -getting the balance right; The rigid, inflexiblemind; Summary; Key words for your creativity vocabulary<br><br> <b>13. The creative individual </b><br><br> 1. Be uncomfortable;<br><br> 2. Be a pig, a mule and a Zebedee;<br><br> 3. Have a positive anchor and be Robert Davy;<br><br> 4. Overflow your jug;<br><br> 5. Take your hunches to work;<br><br> 6. Work, work -- and work;<br><br> 7. Be a professor of public relations and parlez<br><br> PR;<br><br> 8. Is your escalator a stairway?;<br><br> 9. Speak the language of the positive;<br><br> 10. Reach for the stars;<br><br> And 11. Break the rules, be happy and have fun;<br><br> Summary; Key words for your creativityvocabulary<br><br> <b>14. Creating a creative culture </b><br><br> The 'Creative Challenge'; Managing creative<br><br> individuals; The characteristics of a creative<br><br> organization; The creative director - to have orhave not?; Summary; Key words for yourcreativity vocabulary<br><br> <b>15. The ethics of creativity: lies, damned lies </b><br><br> Impropaganda; Dealing with 'impropaganda'; The creative use of 'impropaganda'; Final thoughts on 'impropaganda'; Summary; Key words for<br><br> your creativity vocabulary<br><br> <b>16. The future of creativity </b><br><br> The Creative Range; The Information stagetransformed; The Incubation stage transformed;The Illumination stage transformed;TheIntegration stage transformed;The Illustrationstage transformed; And finally: greater study of creativity; Key words for your creativityvocabulary<br><br> <b>17. Award ceremony </b><br><br> <b>18. Interested in finding out more? </b><br><br> Favourite books on creativity and developing your mind's creative skills; Books on creativity in<br><br> marketing; Books on creativity in organizations; Books on self-development; Neuro Linguistic Programming; Internet sites; Training courses; Organizations</p>

Dettagli dell'edizione

• Editore: Kogan Page Ltd
• Data di pubblicazione: 2007
• Lingua: Inglese
• ISBN 10: 0749448237
• ISBN 13: 9780749448233
• Rilegatura: Copertina flessibile
• Numero edizione: 3
• Numero di pagine: 244
• Contatto del produttore: non disponibile
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