Green A. Creativity in Public Relations

4th Edition. — Kogan Page, 2010. — 270 p. — (PR in Practice Series). — ISBN: 978-0-7494-5650-4.The subject of creativity in public relations is something of an enigma. Ask any client or senior manager what key skills are required by a PR practitioner and they will invariably include the ability to be creative and to add the creative dimension to their work.
Yet when it comes to studying the subject of creativity in public relations, there are no books about it, or even chapters within textbooks, and usually not even an index reference.
Creativity in Public Relations attempts to fill this lacuna. It is written to help public relations practitioners understand the creative process – both how it works and how it can be managed. It also explains how public relations practitioners can improve their own individual creative skills, using and managing a range of techniques and tips to generate creative ideas.
This book is focused on the needs of public relations practitioners and includes practical examples from the author’s career in public relations, spanning more than 25 years, as well as research among many of the leading figures in the industry who are regarded by their peers as "creative".
This is not a catalogue of creative ideas, although there are many examples of outstanding creative work. Rather, the idea is to help practitioners "get under the skin of creativity" to use it to greater effect in their work and in wider aspects of their lives.
In this fourth edition of his book, Andy Green has refined his thinking and produced an excellent practical guide to creativity. He demonstrates that creativity is a strategic discipline as well as a practical tool, that it can be stimulated and evaluated, that social media and the power of ideas are a formidable combination, and that obstacles to creativity can be overcome. Finally it provides an excellent resource guide for those who want to find out more.