• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
Creativity
Creativity

A definition of creativity in relation to public relations is found in Andy Green's (1999) excellent Creativity in Public Relations. Green says, ‘Creativity is the ability each of us has to create something new by bringing together two or more different elements in a new context, in order to provide added value to a task. A creative act consists of not only originating but also evaluating the added value it contributes. It is not novelty for its own sake, but it must produce some form of value that can be recognised by a third party 1999: 8.’

More broadly creativity is a mental process involving the generation of new ideas or concepts, or new associations between existing ideas or concepts. The products of creative thought usually ...

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