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Creativity in PR and Communications Concepts and Practices for Innovation

Cope Jon Mayell, Stuart
Heftet / 2025 / Engelsk

Produktdetaljer

ISBN
9781398620803
Publisert
2025-11-03
Utgiver
Kogan Page Ltd
Vekt
666 gr
Høyde
240 mm
Bredde
170 mm
Dybde
15 mm
Aldersnivå
U, P, 05, 06
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
400

Forfatter
Cope Jon
Mayell, Stuart

Biografisk notat

Jon Cope is the Assistant Head of the School of Media and Communications at the University of Westminster, UK. He is also a PR practitioner with over 25 years of experience in creative direction and content creation for consumer, lifestyle and healthcare sectors. Stuart Mayell is Visiting Lecturer at the University of Westminster, UK, and a communications professional with 30 years of experience and over 10 years of experience as a Creative Director in PR and communications. He is also Head of the Creative Difference at The Difference Collective.

Creativity in PR and Communications Concepts and Practices for Innovation

Cope Jon Mayell, Stuart
Heftet / 2025 / Engelsk
Cope Jon Mayell, Stuart
Heftet / 2025 / Engelsk
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"<b><i>Creativity in PR and Communications</i></b> offers an excellent and much needed comprehensive discussion of this emergent field. Written in an accessible style, while being meticulously researched, this practical and insightful guide is essential reading for anyone working in - or learning about - how to navigate creativity in the communications industries."

Dr Anna Kiernan, Associate Professor of Creativity and Literary Culture, University of Exeter, UK

"You don't often see creativity as a requirement in PR job adverts, but this book places creativity at the heart of PR practice. Full of practical tips, methods and inspiration, it provides a step-by-step guide to help you reimagine your communications approach. Essential reading for anyone wanting to transform their PR practice through creativity."

Dr Claire Forbes, Director of Communications

"<b><i>Creativity in PR and Communications</i></b> successfully unlocks the secrets behind bringing creativity to public relations. It combines both practical insight and innovative strategies that are set to inspire communications professionals at every level. It's a must-have for anyone in the industry who wants to elevate their communication skills and truly challenge themselves to think outside the box."

Maria Jarmola-Clark, UK & Ireland PR Lead

Se alle

"Creativity isn't some mysterious gift-it's a skill you can learn, practice, and apply to real work. This book breaks down how to find, shape, and sell ideas in ways that actually move people, with smart guidance on everything from AI to avoiding global faceplants."

Gini Dietrich, Founder and Author of Spin Sucks, Creator of the PESO Model©

"This book is written in an accessible, comprehensive yet fun way for anyone teaching, studying or interested to study Public Relations and Communications. It tackles a hot topic, that of creativity in PR and Comms, offering a fresh perspective on what is creativity, how to discover creativity, where does commercial creativity fit in before diving into ways in which creativity is applied in the industry and treating important relevant topics, such as the creative ideation and the evaluation of creative ideas. The third section brings an added value to the book, as it exposes the reader to the ethics, the use of AI and the glocal aspect of creativity in the PR and Comms world. It is definitely a book that I would recommend to my students."

Dr Konstantinos Pappas, Course Leader of the BA Public Relations, Senior Lecturer of Communications and Media, University of the Arts, London, UK

Being creative is a key component and necessity in public relations and within creative industries to target business challenges, create briefs and to meet targets. Creativity in PR and Communications is a textbook for all PR students and anyone taking creative communication courses looking to enhance their understanding of the creative process. It explores: - Fostering a creative mindset - Cultivating creativity - Creative thinking - Creative ideation processes - AI as a tool to assist creativity - Using creativity to enhance briefs and campaigns With this textbook, students are provided with the practical insights, theories and models needed to become more creative and use that creativity towards PR and communications-related business challenges. It also illustrates how students can become more creative practitioners for the workplace, through research, theory and practical insights. Learn how to nurture creative ideas and when to let go of weaker ones with this public relations textbook, illustrating the strategic processes of creativity and how to apply them to PR problems. This book is full of real-world examples from global companies such as Unilever, Marmite, Marc Jacobs, Spotify and Heinz, and is supported by a range of key features to illustrate how to implement creative industry practices. These key features include a glossary, practical insights, learning outcomes and exercise questions. Online resources include PowerPoint slides for lecturers and additional best and creative practice examples.
Les mer
Obtain and utilize necessary innovative and creative skills needed within public relations and communications with this undergraduate and postgraduate textbook.
  • Section - SECTION ONE: Introduction to creativity;
    • Chapter - 01: What is creativity?;
    • Chapter - 02: Creativity;
    • Chapter - 03: The case for commercial creativity;
    • Chapter - 04: Where do I fit in ? Your creative mindset?;
  • Section - SECTION TWO: Creativity in practice;
    • Chapter - 05: Doing the right research;
    • Chapter - 06: Understanding briefs and the planning role;
    • Chapter - 07: Acquiring insight;
    • Chapter - 08: Creative ideation;
    • Chapter - 09: Evaluating creative ideas;
  • Section - SECTION THREE: Issues in creativity: AI, ethics and the global;
    • Chapter - 10: The ethics of creativity;
    • Chapter - 11: AI – creative revolution or risky shortcut?;
    • Chapter - 12: Think global, create local;
    • Chapter - 13: Appendix 1 – a creative thinking checklist;
    • Chapter - 14: Appendix 2 – an inventory of creative stimuli;
Les mer
This upper-level undergraduate and postgraduate textbook utilizes creative thinking to solve business issues, approach cross-cultural communication challenges and create PR briefs

Relaterte produkter

"<b><i>Creativity in PR and Communications</i></b> offers an excellent and much needed comprehensive discussion of this emergent field. Written in an accessible style, while being meticulously researched, this practical and insightful guide is essential reading for anyone working in - or learning about - how to navigate creativity in the communications industries."

Dr Anna Kiernan, Associate Professor of Creativity and Literary Culture, University of Exeter, UK

"You don't often see creativity as a requirement in PR job adverts, but this book places creativity at the heart of PR practice. Full of practical tips, methods and inspiration, it provides a step-by-step guide to help you reimagine your communications approach. Essential reading for anyone wanting to transform their PR practice through creativity."

Dr Claire Forbes, Director of Communications

"<b><i>Creativity in PR and Communications</i></b> successfully unlocks the secrets behind bringing creativity to public relations. It combines both practical insight and innovative strategies that are set to inspire communications professionals at every level. It's a must-have for anyone in the industry who wants to elevate their communication skills and truly challenge themselves to think outside the box."

Maria Jarmola-Clark, UK & Ireland PR Lead

Se alle

"Creativity isn't some mysterious gift-it's a skill you can learn, practice, and apply to real work. This book breaks down how to find, shape, and sell ideas in ways that actually move people, with smart guidance on everything from AI to avoiding global faceplants."

Gini Dietrich, Founder and Author of Spin Sucks, Creator of the PESO Model©

"This book is written in an accessible, comprehensive yet fun way for anyone teaching, studying or interested to study Public Relations and Communications. It tackles a hot topic, that of creativity in PR and Comms, offering a fresh perspective on what is creativity, how to discover creativity, where does commercial creativity fit in before diving into ways in which creativity is applied in the industry and treating important relevant topics, such as the creative ideation and the evaluation of creative ideas. The third section brings an added value to the book, as it exposes the reader to the ethics, the use of AI and the glocal aspect of creativity in the PR and Comms world. It is definitely a book that I would recommend to my students."

Dr Konstantinos Pappas, Course Leader of the BA Public Relations, Senior Lecturer of Communications and Media, University of the Arts, London, UK

Being creative is a key component and necessity in public relations and within creative industries to target business challenges, create briefs and to meet targets. Creativity in PR and Communications is a textbook for all PR students and anyone taking creative communication courses looking to enhance their understanding of the creative process. It explores: - Fostering a creative mindset - Cultivating creativity - Creative thinking - Creative ideation processes - AI as a tool to assist creativity - Using creativity to enhance briefs and campaigns With this textbook, students are provided with the practical insights, theories and models needed to become more creative and use that creativity towards PR and communications-related business challenges. It also illustrates how students can become more creative practitioners for the workplace, through research, theory and practical insights. Learn how to nurture creative ideas and when to let go of weaker ones with this public relations textbook, illustrating the strategic processes of creativity and how to apply them to PR problems. This book is full of real-world examples from global companies such as Unilever, Marmite, Marc Jacobs, Spotify and Heinz, and is supported by a range of key features to illustrate how to implement creative industry practices. These key features include a glossary, practical insights, learning outcomes and exercise questions. Online resources include PowerPoint slides for lecturers and additional best and creative practice examples.
Les mer
Obtain and utilize necessary innovative and creative skills needed within public relations and communications with this undergraduate and postgraduate textbook.
  • Section - SECTION ONE: Introduction to creativity;
    • Chapter - 01: What is creativity?;
    • Chapter - 02: Creativity;
    • Chapter - 03: The case for commercial creativity;
    • Chapter - 04: Where do I fit in ? Your creative mindset?;
  • Section - SECTION TWO: Creativity in practice;
    • Chapter - 05: Doing the right research;
    • Chapter - 06: Understanding briefs and the planning role;
    • Chapter - 07: Acquiring insight;
    • Chapter - 08: Creative ideation;
    • Chapter - 09: Evaluating creative ideas;
  • Section - SECTION THREE: Issues in creativity: AI, ethics and the global;
    • Chapter - 10: The ethics of creativity;
    • Chapter - 11: AI – creative revolution or risky shortcut?;
    • Chapter - 12: Think global, create local;
    • Chapter - 13: Appendix 1 – a creative thinking checklist;
    • Chapter - 14: Appendix 2 – an inventory of creative stimuli;
Les mer
This upper-level undergraduate and postgraduate textbook utilizes creative thinking to solve business issues, approach cross-cultural communication challenges and create PR briefs

Produktdetaljer

ISBN
9781398620803
Publisert
2025-11-03
Utgiver
Kogan Page Ltd
Vekt
666 gr
Høyde
240 mm
Bredde
170 mm
Dybde
15 mm
Aldersnivå
U, P, 05, 06
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
400

Forfatter
Cope Jon
Mayell, Stuart

Biografisk notat

Jon Cope is the Assistant Head of the School of Media and Communications at the University of Westminster, UK. He is also a PR practitioner with over 25 years of experience in creative direction and content creation for consumer, lifestyle and healthcare sectors. Stuart Mayell is Visiting Lecturer at the University of Westminster, UK, and a communications professional with 30 years of experience and over 10 years of experience as a Creative Director in PR and communications. He is also Head of the Creative Difference at The Difference Collective.

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