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Creativity in public relations / / Andy Green
| Creativity in public relations / / Andy Green |
| Autore | Green Andy <1958-> |
| Edizione | [3rd ed.] |
| Pubbl/distr/stampa | London, : Kogan Page, 2007 |
| Descrizione fisica | 1 online resource (xii, 244 pages) : illustrations |
| Disciplina | 659.2 |
| Collana | PR in practice series |
| Soggetto topico |
Public relations
Creative thinking Creative ability in business |
| ISBN |
1-280-86951-8
9786610869510 0-7494-5138-6 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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. |
| Record Nr. | UNISA-996339137503316 |
Green Andy <1958->
|
||
| London, : Kogan Page, 2007 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
| ||
Effective communication skills for public relations [[electronic resource] /] / Andy Green
| Effective communication skills for public relations [[electronic resource] /] / Andy Green |
| Autore | Green Andy <1958-> |
| Pubbl/distr/stampa | London, : Kogan Page, 2006 |
| Descrizione fisica | 1 online resource (244 p.) |
| Disciplina | 659.2 |
| Collana | PR in practice series |
| Soggetto topico |
Communication in management
Communication in organizations Public relations |
| ISBN |
1-280-72851-5
9786610728510 1-4294-3045-1 0-7494-4998-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Contents; Series; Foreword; Acknowledgements; Sprint summary; Introduction; Chapter 1 Your inner brand - who you are; Chapter 2 Your communications - your thinking resources; Chapter 3 You and your interpersonal skills; Chapter 4 Creating messages, memes and 'spinning'; Chapter 5 The message is the medium; Chapter 6 Triggering your message to achieve change; Chapter 7 Adapting your messages to your networks; Chapter 8 Your networks; Chapter 9 Managing your networking; Chapter 10 The power of context; The quick read - the jog; Glossary; Bibliography and further reading
Networking contacts of the authorIndex; |
| Record Nr. | UNISA-996339136503316 |
|
Green Andy <1958->
|
||
| London, : Kogan Page, 2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
| ||