Creativity in PR and Communications - by Jon Cope & Stuart Mayell (Paperback)

About the Book

Obtain and utilize necessary innovative and creative skills needed within public relations and communications with this undergraduate and postgraduate textbook.

Book Synopsis

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.

Review Quotes

"Creativity in PR and Communications 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"

"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(c)"

"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"

"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"

About the Author

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.