Creativity in public relations / / Andy Green

• Autore: Green Andy <1958->
• Pubblicazione: London, : Kogan Page, 2007; London ; ; Philadelphia : , : Kogan Page, , 2007
• Edizione: 3rd ed.
• Descrizione fisica: 1 online resource (xii, 244 pages) : illustrations
• Disciplina: 659.2
• Soggetto topico: Public relations; Creative thinking; Creative ability in business
• Note generali: Previous ed.: 2001.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Intro -- Contents -- Foreword -- Acknowledgements -- Introduction -- A definition of 'creativity' -- SOME POSSIBLE DEFINITIONS -- A TIME AND A PLACE -- A DEFINITION FOR PUBLIC RELATIONS PRACTITIONERS -- 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 -- 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 -- 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 -- The creative process -- THE FIVE 'I's -- INFORMATION -- INCUBATION -- ILLUMINATION -- INTEGRATION -- ILLUSTRATION -- SUMMARY -- KEY WORDS FOR YOUR CREATIVITY VOCABULARY -- Green Light thinking: creative techniques -- SUGGESTED TECHNIQUES FOR STIMULATING IDEAS -- PROVIDING A STRUCTURE TO INFORMATION GATHERING, IDEA CREATION AND THE EVALUATION OF IDEAS -- TECHNIQUES FOR ENCOURAGING A CREATIVE STATE OF MIND -- SUMMARY -- KEY WORDS FOR YOUR CREATIVITY VOCABULARY -- Green Light thinking: brainstorming -- GENERAL PRINCIPLES -- A NEW WAY AHEAD: STRUCTURED BRAINSTORMING -- NOMINAL GROUP TECHNIQUE (NGT) -- SUMMARY -- KEY WORDS FOR YOUR CREATIVITY VOCABULARY -- 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 -- 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 -- 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 -- 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 -- 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 -- 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 -- 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 -- 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 -- 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 -- 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 VOCABULARY -- Award ceremony -- Interested in finding out more? -- 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 -- NEURO LINGUISTIC PROGRAMMING -- INTERNET SITES -- TRAINING COURSES -- ORGANIZATIONS -- Index.
• Sommario/riassunto: Creativity in Public Relations seeks to address this situation and explores: the five 'Is' of the creative process; techniques for stimulating ideas; brainstorming; evaluating ideas; obstacles to creativity; the creative individual; the creative organization. There are practical examples and research carried out by those in the PR industry who are regarded by their peers as 'creative'. 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 process: 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.
• Titolo autorizzato: Creativity in public relations
• ISBN: 1-280-86951-8; 9786610869510; 0-7494-5138-6
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 996339137503316
• Lo trovi qui: Univ. di Salerno
• Serie: PR in practice series.