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[...]... Writing Skills for Public Relations by John Foster Evaluating Public Relations by Tom Watson and Paul Noble Managing Activism by Denise Deegan Online Public Relations by David Phillips and Philip Young Planning and Managing Public Relations Campaigns by Anne Gregory Public Affairs in Practice by Stuart Thompson and Dr Steve John Public Relations: A practical guide to the basics by Philip Henslowe Public. .. important step in developing our own working definition of creativity for public relations practitioners A TIME AND A PLACE Invariably, as soon as someone in the business hears about my interest in creativity, they give me the line: ‘Well you know there’s no such thing as a new idea in public relations It’s all been done before.’ My considered response is: ‘Yes, you’re partly right Many combinations of... Furthermore, public relations is a dynamic process in operation within the wider society, and so some reference to its context should also be made By examining these different approaches to defining creativity, a working definition for public relations practitioners can be given Thus: Creativity is the ability each of us has to create something new by bringing together two or more different elements in a new... leading experts on the subject of creativity, Professor Morris Stein, told me his definition of creativity in a conversation: 5 Creativity in public relations Creativity is a process that results in novelty which is accepted as useful, tenable or satisfying by a significant group of others at some point in time.’ By ‘significant group of others’ he means those who have influence or power to determine... STUPIDITY In Overcoming Stupidity in the World Around You (Tangent Publishing, Bristol, 2008), the author defines stupidity as being caused not by low intelligence (all of us know clever people who do stupid things) Rather, 7 Creativity in public relations Table 1.1 Combining elements to provide added value Area of work First element Second element Added value Artist – creating a new painting Raw materials:... Raw materials: paint, canvas The subject matter Individual vision, craft and skill in creating images An image that may bring pleasure or new insight into the world Poet – creating a new verse Raw materials: pen, paper The subject matter Individual vision, craft and skill in using language A text that may bring pleasure or new insight into the world Public relations professional – devising a photocall... contrasting thinking approaches are embodied in the two lead characters in the science fiction television classic, Star Trek Mr Spock was the cool, analytical character, where everything was rationally observed and logically thought through; Captain Kirk, in contrast, was seen to employ more emotional, intuitive thinking, and being inspirational in his tackling of problems Green Light/Red Light thinking... specific thinking skills are located in the brain but the fact that at least two specific modes of thought can be identified Convergent thinking, the so-called left-sided thinking, is the intellectual ability to logically evaluate, criticize and choose the best idea from a selection of ideas Divergent thinking, the apparent right-sided thinking, is the ability of the intellect to think of many original,... the world’s leading public relations academics and is the only professor of public relations in the UK She is Pro-Vice-Chancellor and Director of the Centre for Public Relations Studies at Leeds Business School, a faculty of Leeds Metropolitan University Before becoming an academic, Anne spent 12 years in public relations practice and has experience at a senior level both in- house and in consultancy... the product solely of our brain The essence of this definition is seeing creativity as an innate individual talent Facing the task of developing our own working definition of creativity for public relations practitioners, if we were to use just this definition then a tautology emerges: Creativity is what creative people do.’ This is clearly insufficient for our purpose; if we all have this creative . our brain. The essence of this definition is seeing creativity as an innate individual talent. Facing the task of developing our own working definition. Cataloging -in- Publication Data Green, Andy, 1958- Creativity in public relations / Andy Green. 4th ed. p. cm. ISBN 978-0-7494-5650-4 1. Public relations.

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  • CIPR - Creativity in Public Relations (2010) (ATTiCA)

  • Copyright

  • Table of contents

  • Foreword

  • Acknowledgements

  • Introduction

  • 1 A definition of ‘creativity’

    • SOME POSSIBLE DEFINITIONS

    • A TIME AND A PLACE

    • A DEFINITION FOR PUBLIC RELATIONS PRACTITIONERS

    • CREATIVITY, THE NEMESIS OF STUPIDITY

    • ADDED VALUE

    • THE CONTEXT FOR CREATIVITY

    • CREATIVITY VERSUS INNOVATION

    • CREATIVE THINKING VERSUS NON-CREATIVE THINKING

    • BIG ‘C’ OR LITTLE ‘c’?

    • SUMMARY

    • KEY WORDS FOR YOUR CREATIVITY VOCABULARY

  • 2 Creativity: some myths debunked

    • THE MYTH OF THE INSTANT ‘BIG IDEA’

    • THE MYTH OF LEFT-BRAIN/RIGHT-BRAIN THEORY

    • THE MYTH OF ‘LATERAL THINKING EQUALS CREATIVITY’

    • SUMMARY

    • KEY WORDS FOR YOUR CREATIVITY VOCABULARY

  • 3 How you think in ‘boxes’

    • SAME BOX, SMALLER BOX AND BIGGER BOX THINKING

    • WHY THERE IS NO SUCH THING AS ‘OUTSIDE-THE-BOX’ THINKING

    • EXAMPLES OF BIGGER BOX THINKING

    • EXAMPLES OF SMALLER BOX THINKING

    • BEING FLEXIBLE IN THE DIFFERENT BOXES YOU USE

    • YOUR ‘CREATIVE THINKING SPECTACLES’

    • USING ‘CREATIVE THINKING SPECTACLES’ TO PROGRESS YOUR CREATIVE IDEA

    • QUESTIONS ARE A CREATIVE PRACTITIONER’S BEST FRIEND

    • SUMMARY

    • KEY WORDS FOR YOUR CREATIVITY VOCABULARY

  • 4 The creative process

    • THE FIVE ‘I’s

    • INFORMATION

    • INCUBATION

    • ILLUMINATION

    • INTEGRATION

    • ILLUSTRATION

    • SUMMARY

    • KEY WORDS FOR YOUR CREATIVITY VOCABULARY

  • 5 Green Light thinking:creative techniques

    • SUGGESTED TECHNIQUES FORSTIMULATING IDEAS

    • CREATING NEW ANGLES FOR YOUR STORY

    • STRUCTURING FOR INFORMATION GATHERING,IDEA CREATION AND EVALUATION OF IDEAS

    • TECHNIQUES FOR ENCOURAGING A CREATIVE STATE OF MIND

    • SUMMARY

    • KEY WORDS FOR YOUR CREATIVITY VOCABULARY

  • 6 Green Light thinking: brainstorming

    • GENERAL PRINCIPLES

    • A NEW WAY AHEAD: STRUCTURED BRAINSTORMING

    • NOMINAL GROUP TECHNIQUE (NGT)

    • SUMMARY

    • KEY WORDS FOR YOUR CREATIVITY VOCABULARY

  • 7 Creativity – the consultation tool

    • IDENTIFY DIFFERENT AUDIENCES TO BE CONSULTED

    • ENGAGE HARD-TO-REACH AUDIENCES

    • OVERCOME INITIAL OBJECTIONS

    • OBTAIN POLITICAL BUY-IN FROM KEY TARGETS

    • EXPRESS AND MAKE A STATEMENT ABOUT YOUR OWN CREATIVITY

    • GENERATE NEW IDEAS AND ALTERNATIVES FROM THOSE BEING CONSULTED

    • OBTAIN VALUABLE MARKET INTELLIGENCE AND INSIGHT

    • CREATE SUPER-ADVOCATES FOR YOUR CAUSE

    • KEY LESSONS FOR SUCCESSFUL CREATIVE CONSULTATION

    • CHALLENGES WITH CONSULTATION

    • FEEDBACK

    • THE CONSULTATION QUANDARY

    • OVERVIEW

    • SUMMARY

    • KEY WORDS FOR YOUR CREATIVITY VOCABULARY

  • 8 Red Light thinking: the evaluation of ideas

    • FORMAL EVALUATION METHODS

    • BENJAMIN FRANKLIN’S ‘PRUDENTIAL ALGEBRA’ TECHNIQUE

    • EXTERNAL EVALUATION

    • YOU DECIDE

    • SUMMARY

    • KEY WORDS FOR YOUR CREATIVITY VOCABULARY

  • 9 Creativity is not just for photocalls

    • CREATIVITY AS A STRATEGIC TOOL

    • CREATIVITY AS A TACTICAL TOOL: 24 PRACTICAL EXAMPLES

    • SUMMARY

    • KEY WORDS FOR YOUR CREATIVITY VOCABULARY

  • 10 Creativity and social media

    • NEW OPPORTUNITIES AND CHALLENGES FOR THE CREATIVE PRACTITIONER

    • THE AGE OF PULL STRATEGIES

    • TELLING A GOOD STORY – IN A SHARED WAY

    • THE END OF THE STUNT AS WE KNOW IT?

    • USING YOUR FAN BASE

    • DON’T BE CREATIVE WITH THE TECHNOLOGY

    • THE QUALITIES OF THE CREATIVE SOCIAL MEDIA CHAMPION

    • THE INEVITABLE BRICKBATS, WHATEVER WAY YOU TURN

    • NEW THINKING HEADS REQUIRED?

    • SUMMARY

    • KEY WORDS FOR YOUR CREATIVITY VOCABULARY

  • 11 The creative meme master

    • IS PUBLIC RELATIONS AN ART?

    • WHAT IS A MEME?

    • DEVELOPING MEME-SENSITIVE CREATIVE THINKING

    • MEME JUDO

    • SOME EXAMPLES OF MEMES IN ACTION

    • THE GROWING SIGNIFICANCE OF UNDERSTANDING MEMES IN COMMUNICATIONS

    • CREATING YOUR NEXT MEME: THE MEME TRIANGLE

    • MEME STRATEGIES

    • THE CREATIVE PRACTITIONER – A MASTER OF MEMES

    • SUMMARY

    • KEY WORDS FOR YOUR CREATIVITY VOCABULARY

  • 12 Obstacles to creativity

    • THE NATURE OF THE PROBLEM

    • POOR GREEN LIGHT/RED LIGHT THINKING IN THE CREATIVE PROCESS

    • POOR MANAGEMENT OF THE CREATIVE PROCESS

    • CULTURAL/SOCIALIZATION PROBLEMS

    • OVERCOMING THE OBSTACLES

    • SUMMARY

    • KEY WORDS FOR YOUR CREATIVITY VOCABULARY

  • 13 You are never more than 12 feet from an opportunity

    • THE MILLENNIUM BRIDGE

    • 1. BE PRINCIPLED

    • 2. BELIEVE THERE ARE OPPORTUNITIES – PRIME YOURSELF

    • 3. TRY MORE, LITTLE AND OFTEN

    • 4. SEE A BIGGER PICTURE

    • 5. USE EVERY CONNECTION

    • 6. FLIP THE NEGATIVE

    • 7. BE PERSISTENT

    • 8. DO MORE

    • OVERVIEW

    • SUMMARY

    • KEY WORDS FOR YOUR CREATIVITY VOCABULARY

  • 14 The ‘creative diamond’

    • THE FOUR Qs

    • THE FOUR Qs OVERVIEW IN CREATIVITY – GETTING THE BALANCE RIGHT

    • THE RIGID, INFLEXIBLE MIND

    • SUMMARY

    • KEY WORDS FOR YOUR CREATIVITY VOCABULARY

  • 15 The creative individual

    • 1. BE UNCOMFORTABLE

    • 2. BE A PIG, A MULE AND ZEBEDEE

    • 3. HAVE A POSITIVE ANCHOR AND BE ROBERT DAVY

    • 4. OVERFLOW YOUR JUG

    • 5. TAKE YOUR HUNCHES TO LUNCH

    • 6. WORK, WORK – AND WORK

    • 7. BE A PROFESSOR OF PUBLIC RELATIONS AND PARLEZ PR

    • 8. IS YOUR ESCALATOR A STAIRWAY?

    • 9. SPEAK THE LANGUAGE OF THE POSITIVE

    • 10. REACH FOR THE STARS

    • AND 11. BREAK THE RULES, BE HAPPY AND HAVE FUN

    • SUMMARY

    • KEY WORDS FOR YOUR CREATIVITY VOCABULARY

  • 16 Creating a creative culture

    • THE ‘CREATIVE CHALLENGE'

    • MANAGING CREATIVE INDIVIDUALS

    • THE CHARACTERISTICS OF A CREATIVE ORGANIZATION

    • THE CREATIVE DIRECTOR – TO HAVE OR HAVE NOT?

    • SUMMARY

    • KEY WORDS FOR YOUR CREATIVITY VOCABULARY

  • 17 The ethics of creativity: lies, damned lies and impropaganda

    • DEALING WITH ‘IMPROPAGANDA’

    • THE CREATIVE USE OF ‘IMPROPAGANDA

    • FINAL THOUGHTS ON ‘IMPROPAGANDA

    • SUMMARY

    • KEY WORDS FOR YOUR CREATIVITY VOCABULARY

  • 18 The future of creativity

    • THE CREATIVE RANGE

    • THE INFORMATION STAGE TRANSFORMED

    • THE INCUBATION STAGE TRANSFORMED

    • THE ILLUMINATION STAGE TRANSFORMED

    • THE INTEGRATION STAGE TRANSFORMED

    • THE ILLUSTRATION STAGE TRANSFORMED

    • AND FINALLY: GREATER STUDY OF CREATIVITY

    • KEY WORDS FOR YOUR CREATIVITY VOCABULAR

  • 19 Award ceremony

  • 20 Interested in finding out more?

    • OTHER BOOKS BY THE AUTHOR

    • FAVOURITE BOOKS ON CREATIVITY AND DEVELOPING YOUR MIND’S CREATIVE SKILLS

    • BOOKS ON CREATIVITY IN MARKETING

    • BOOKS ON CREATIVITY IN ORGANIZATIONS

    • BOOKS ON SELF-DEVELOPMENT

    • BIOGRAPHIES AND MEMOIRS

    • NEURO LINGUISTIC PROGRAMMING

    • INTERNET SITES

    • TRAINING COURSES

    • ORGANIZATIONS

  • Index

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