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Creativity in Public Relations
Creative input is inevitably required of the PR practitioner and yet there is a lack of real understanding of the mechanics of the processes involved. Creativity in Public Relations seeks to address this situation and explores the five 'Is' of the creative process, showing you techniques for stimulating and evaluating ideas and obstacles to creativity. This fully updated third edition also includes two new chapters on the use of social media and creativity, and creativity and memes.
Including practical examples and research carried out by creative experts in the PR industry, the reader is guided through methods of using and managing a range of techniques and tips to generate creative ideas, as described by the five 'Is' of the creative information, incubation, illumination, integration and illustration. By clearly establishing a definition of 'creativity', this third edition will help PR practitioners and general readers to get 'under the skin' of the creative process and use it to greater effect in their work.
Including practical examples and research carried out by creative experts in the PR industry, the reader is guided through methods of using and managing a range of techniques and tips to generate creative ideas, as described by the five 'Is' of the creative information, incubation, illumination, integration and illustration. By clearly establishing a definition of 'creativity', this third edition will help PR practitioners and general readers to get 'under the skin' of the creative process and use it to greater effect in their work.
- GenresNonfiction
272 pages, Paperback
First published May 1, 1999
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Displaying 1 - 3 of 3 reviews
January 15, 2013
2.5* - Creativity in PR addresses decision makers and organizers, giving them information which one has to already have in order to reach the position of a decision maker and organizer. When it addresses beginners it looks more like a self-help book, doling out advice on how to modify your personality and be a happy-happy PR person.
The task of explaining how to build upon one’s creative potential is accomplished in this book, however clumsily. I have written down some of the techniques delineated, which I look forward trying out. I also enjoyed the examples from both marketing and PR and some case studies which really piqued my interest. Some advice did manage to make me think about changing my own approach to being creative. The most important thing I got from this book is a reminder that creativity is an incremental process.
Creativity in Public Relations is a useful book, albeit far from perfect. If you are a beginner, it will tell you what you're doing wrong, what you can improve and how. You might even avoid making some mistakes and get an opportunity to voice your opinion with more confidence. Final judgement is two and a half stars because Andy Green was writing for PR beginners while assuming they have the authority and responsibility of a consultant/senior consultant, leaving the reader (yours truly) confused. Additionally, I found the structure to be rather confusing and meandering. It irritated me beyond words the way that chapters 1, 2, 3 … point out that “it will be explained in chapter 13, on page 99…” A book being self-referential is bearable on occasion, but making that a rule is downright annoying and questions the author’s ability to build a feasible structure.
I was rather unpleasantly surprised with the amount of advice about how to modify my personality and attitude to become more successful, more creative. I expected practical advice, not advice about what kind of life I should lead and which attitudes I should assume in order to be a better PR practitioner. I know this is important, but this self-help aspect becomes the main aspect of the book, which I think should not have happened, not in a book with this title.
The task of explaining how to build upon one’s creative potential is accomplished in this book, however clumsily. I have written down some of the techniques delineated, which I look forward trying out. I also enjoyed the examples from both marketing and PR and some case studies which really piqued my interest. Some advice did manage to make me think about changing my own approach to being creative. The most important thing I got from this book is a reminder that creativity is an incremental process.
Creativity in Public Relations is a useful book, albeit far from perfect. If you are a beginner, it will tell you what you're doing wrong, what you can improve and how. You might even avoid making some mistakes and get an opportunity to voice your opinion with more confidence. Final judgement is two and a half stars because Andy Green was writing for PR beginners while assuming they have the authority and responsibility of a consultant/senior consultant, leaving the reader (yours truly) confused. Additionally, I found the structure to be rather confusing and meandering. It irritated me beyond words the way that chapters 1, 2, 3 … point out that “it will be explained in chapter 13, on page 99…” A book being self-referential is bearable on occasion, but making that a rule is downright annoying and questions the author’s ability to build a feasible structure.
I was rather unpleasantly surprised with the amount of advice about how to modify my personality and attitude to become more successful, more creative. I expected practical advice, not advice about what kind of life I should lead and which attitudes I should assume in order to be a better PR practitioner. I know this is important, but this self-help aspect becomes the main aspect of the book, which I think should not have happened, not in a book with this title.
March 6, 2020
My ratings of books on Goodreads are solely a crude ranking of their utility to me, and not an evaluation of literary merit, entertainment value, social importance, humor, insightfulness, scientific accuracy, creative vigor, suspensefulness of plot, depth of characters, vitality of theme, excitement of climax, satisfaction of ending, or any other combination of dimensions of value which we are expected to boil down through some fabulous alchemy into a single digit.
January 8, 2017
It's an OK book, with many interesting examples and useful techniques. In contrast, the structure is a bit clumsy which makes it hard to connect the dots. Plus, would be great to have an updated edition.
Displaying 1 - 3 of 3 reviews