Creative input is inevitably required of the PR practitioner,
and yet many PR practitioners lack a real understanding of the
creative process. Creativity in Public Relations addresses this
situation. It guides the reader through a range of techniques
and tips for generating creative ideas, as described by the
"five I's" of the creative process: information, incubation,
illumination, integration and illustration. Among the topics it
explores are: techniques for stimulating ideas, ways to evaluate
ideas, obstacles to creativity, the creative individual, and the
creative organization. It includes practical examples and research
carried out by those in the PR industry who are regarded as creative
by their peers. By clearly establishing a definition of "creativity,"
this book will help PR practitioners use the creative process
to greater effect in their work.

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