Being creative is a key component and necessary skill in public relations and within creative industries to target business challenges, create briefs and to meet targets. This textbook provides students with the practical insights, theories and models needed to become more creative and use that creativity towards PR briefs, campaigns and communications-related business challenges. It also illustrates how students can become more creative practitioners for the workplace. This book guides students on how to cultivate creativity and foster a creative mindset through research, creative ideation processes, creative thinking and the use of AI as a tool to assist creativity. Learn how to nurture your creative ideas and when to let go of weaker ideas with this public relations textbook, illustrating the strategic processes of creativity and how to apply them to business problems. This textbook is full of real-world examples from global companies such as Dove and Samsonite, 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, exercise questions, online resources such PowerPoint slides for lecturers and additional best and creative practice examples. This book is for all PR students and anyone taking creative communication courses looking to enhance their understanding of the creative process.
