Creativity in public relations:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Kogan Page
2010
|
| Ausgabe: | 4. ed. |
| Schriftenreihe: | PR in practice series
|
| Schlagworte: | |
| Online-Zugang: | kostenfrei Inhaltsverzeichnis |
| Beschreibung: | XIII, 255 S. graph. Darst. |
| ISBN: | 9780749456504 |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text | IMAGE 1
P R IN P R A C T I CE S E R I ES
CREATIVITY
IN PUBLIC RELATIONS
FOURTH EDITION
ANDY GREEN
KOGAN PAGE
LONDON AND PHILADELPHIA
IMAGE 2
CONTENTS
FOREWORD XACKNOWLEDGEMENTS XII
INTRODUCTION 1
1. A DEFINITION OF CREATIVITY 3
SOME POSSIBLE DEFINITIONS 4; A TIME AND A PLACE 6; A DEFINITION FOR
PUBLIC RELATIONS PRACTITIONERS 7; CREATIVITY, THE NEMESIS OF STUPIDITY
7; ADDED VALUE 8; THE CONTEXT FOR CREATIVITY 11; CREATIVITY VERSUS
INNOVATION 13; CREATIVE
THINKING VERSUS NON-CREATIVE THINKING 13; BIG C OR LITTLE C ? 14;
SUMMARY 15; KEY WORDS FOR YOUR CREATIVITY VOCABULARY 15
2. CREATIVITY: SOME MYTHS DEBUNKED 16
THE MYTH OF THE INSTANT BIG IDEA 16; THE MYTH OF
LEFT-BRAIN/RIGHT-BRAIN THEORY 21; THE MYTH OF LATERAL THINKING EQUALS
CREATIVITY 23; SUMMARY 24; KEY WORDS FOR YOUR CREATIVITY VOCABULARY 24
IMAGE 3
CONTENTS
3. HOW YOU THINK IN BOXES 25
SAME BOX, SMALLER BOX AND BIGGER BOX THINKING, 25; WHY THERE IS NO SUCH
THING AS OUTSIDE-THE-BOX THINKING 28; EXAMPLES OF BIGGER BOX THINKING
28;
EXAMPLES OF SMALLER BOX THINKING 29; BEING FLEXIBLE IN THE DIFFERENT
BOXES YOU USE 31; YOUR CREATIVE THINKING SPECTACLES 31; USING
CREATIVE THINKING SPECTACLES TO PROGRESS YOUR CREATIVE IDEA 34;
QUESTIONS ARE A CREATIVE PRACTITIONER S BEST FRIEND 34; SUMMARY 35; KEY
WORDS FOR YOUR CREATIVITY VOCABULARY 35
4. THE CREATIVE PROCESS 36
THE FIVE TS 36; INFORMATION 38; INCUBATION 43; ILLUMINATION 45;
INTEGRATION 48; ILLUSTRATION 49; SUMMARY 58; KEY WORDS FOR YOUR
CREATIVITY VOCABULARY 59
5. GREEN LIGHT THINKING: CREATIVE TECHNIQUES 60
SUGGESTED TECHNIQUES FOR STIMULATING IDEAS 61; CREATING NEW ANGLES FOR
YOUR STORY 73; STRUCTURING FOR INFORMATION GATHERING, IDEA CREATION AND
EVALUATION OF IDEAS 76; TECHNIQUES FOR ENCOURAGING A CREATIVE STATE OF
MIND 81; SUMMARY 84; KEY WORDS FOR YOUR CREATIVITY VOCABULARY 84
6. GREEN LIGHT THINKING: BRAINSTORMING 85
GENERAL PRINCIPLES 86; A NEW WAY AHEAD: STRUCTURED BRAINSTORMING 89;
NOMINAL GROUP TECHNIQUE (NGT) 96; SUMMARY 98; KEY WORDS FOR YOUR
CREATIVITY VOCABULARY 98
7. CREATIVITY - THE CONSULTATION TOOL 99
IDENTIFY DIFFERENT AUDIENCES TO BE CONSULTED 101; ENGAGE HARD-TO-REACH
AUDIENCES 101; OVERCOME INITIAL OBJECTIONS 102; OBTAIN POLITICAL BUY-IN
FROM KEY TARGETS 103; EXPRESS AND MAKE A STATEMENT
ABOUT YOUR OWN CREATIVITY 103; GENERATE NEW IDEAS AND ALTERNATIVES FROM
THOSE BEING CONSULTED 105; OBTAIN VALUABLE MARKET INTELLIGENCE AND
INSIGHT 105; CREATE SUPER-ADVOCATES FOR YOUR CAUSE 106;
VI
IMAGE 4
CONTENTS
KEY LESSONS FOR SUCCESSFUL CREATIVE CONSULTATION 107; CHALLENGES WITH
CONSULTATION 108; FEEDBACK 108; THE CONSULTATION QUANDARY 109; OVERVIEW
109; SUMMARY 109; KEY WORDS FOR YOUR CREATIVITY VOCABULARY 110
8. RED LIGHT THINKING: THE EVALUATION OF IDEAS 111
FORMAL EVALUATION METHODS 112; BENJAMIN FRANKLIN S PRUDENTIAL ALGEBRA
TECHNIQUE 114; EXTERNAL EVALUATION 115; YOU DECIDE 117; SUMMARY 117; KEY
WORDS FOR YOUR CREATIVITY VOCABULARY 117
9. CREATIVITY IS NOT JUST FOR PHOTOCALLS 118
CREATIVITY AS A STRATEGIC TOOL 118; CREATIVITY AS A TACTICAL TOOL: 24
PRACTICAL EXAMPLES 121; SUMMARY 132; KEY WORDS FOR YOUR CREATIVITY
VOCABULARY 132
10. CREATIVITY AND SOCIAL MEDIA 133
NEW OPPORTUNITIES AND CHALLENGES FOR THE CREATIVE PRACTITIONER 134; THE
AGE OF PULL STRATEGIES 135; TELLING A GOOD STORY - IN A SHARED WAY 138;
THE END OF THE STUNT AS WE KNOW IT? 139; USING YOUR FAN BASE 139; DON T
BE CREATIVE WITH THE TECHNOLOGY 141; THE QUALITIES OF THE
CREATIVE SOCIAL MEDIA CHAMPION 141; THE INEVITABLE BRICKBATS, WHATEVER
WAY YOU TURN 142; NEW THINKING HEADS REQUIRED? 143; SUMMARY 144; KEY
WORDS FOR YOUR CREATIVITY VOCABULARY 144
11. THE CREATIVE MEME MASTER 145
IS PUBLIC RELATIONS AN ART? 145; WHAT IS A MEME? 146; DEVELOPING
MEME-SENSITIVE CREATIVE THINKING 148; MEME JUDO 148; SOME EXAMPLES OF
MEMES IN ACTION 148; THE GROWING SIGNIFICANCE OF UNDERSTANDING
MEMES IN COMMUNICATIONS 152; CREATING YOUR NEXT MEME: THE MEME TRIANGLE
153; MEME STRATEGIES 154; THE CREATIVE PRACTITIONER: A MASTER OF MEMES
155; SUMMARY 156; KEY WORDS FOR YOUR CREATIVITY
VOCABULARY 156
VII
IMAGE 5
CONTENTS
12. OBSTACLES TO CREATIVITY 157
THE NATURE OF THE PROBLEM 158; POOR GREEN LIGHT/ RED LIGHT THINKING IN
THE CREATIVE PROCESS 159; POOR MANAGEMENT OF THE CREATIVE PROCESS 162;
CULTURAL/ SOCIALIZATION PROBLEMS 162; OVERCOMING THE OBSTACLES 164;
SUMMARY 166; KEY WORDS FOR YOUR CREATIVITY VOCABULARY 166
13. YOU ARE NEVER MORE THAN 12 FEET FROM AN OPPORTUNITY 167 THE
MILLENNIUM BRIDGE 168; BE PRINCIPLED 171; BELIEVE THERE ARE
OPPORTUNITIES - PRIME YOURSELF 172; TRY MORE, LITTLE AND OFTEN 173; SEE
A BIGGER PICTURE 173;
USE EVERY CONNECTION 174; FLIP THE NEGATIVE 175; BE PERSISTENT 175; DO
MORE 175; OVERVIEW 176; SUMMARY 176; KEY WORDS FOR YOUR CREATIVITY
VOCABULARY 176
14. THE CREATIVE DIAMOND 177
THE FOUR QS 178; THE FOUR QS OVERVIEW IN CREATIVITY - GETTING THE
BALANCE RIGHT 181; THE RIGID, INFLEXIBLE MIND 181; SUMMARY 183; KEY
WORDS FOR YOUR CREATIVITY
VOCABULARY 183
15. THE CREATIVE INDIVIDUAL 184
BE UNCOMFORTABLE 184; BE A PIG, A MULE AND A ZEBEDEE 188; HAVE A
POSITIVE ANCHOR AND BE ROBERT DAVY 190; OVERFLOW YOUR JUG 191; TAKE YOUR
HUNCHES TO LUNCH 195; WORK, WORK - AND WORK 196; BE A PROFESSOR OF
PUBLIC RELATIONS AND PARLEZ PR 196;
IS YOUR ESCALATOR A STAIRWAY? 197; SPEAK THE LANGUAGE OF THE POSITIVE
200; REACH FOR THE STARS 203; BREAK THE RULES, BE HAPPY AND HAVE FUN
204; SUMMARY 205; KEY WORDS FOR YOUR CREATIVITY
VOCABULARY 206
16. CREATING A CREATIVE CULTURE 207
THE CREATIVE. CHALLENGE 207; MANAGING CREATIVE INDIVIDUALS 209; THE
CHARACTERISTICS OF A CREATIVE ORGANIZATION 211; THE CREATIVE DIRECTOR -
TO HAVE OR HAVE NOT? 219; SUMMARY 221; KEY WORDS FOR YOUR CREATIVITY
VOCABULARY 221
VIII
IMAGE 6
CONTENTS
17. THE ETHICS OF CREATIVITY: LIES, DAMNED LIES AND 222
IMPROPAGANDA DEALING WITH IMPROPAGANDA 222; THE CREATIVE USE OF
IMPROPAGANDA 227; FINAL THOUGHTS ON IMPROPAGANDA 232; SUMMARY 233;
KEY WORDS FOR
YOUR CREATIVITY VOCABULARY 234
18. THE FUTURE OF CREATIVITY 235
THE CREATIVE RANGE 235; THE INFORMATION STAGE TRANSFORMED 236; THE
INCUBATION STAGE TRANSFORMED 238; THE ILLUMINATION STAGE TRANSFORMED
239; THE INTEGRATION STAGE TRANSFORMED 240; THE ILLUSTRATION
STAGE TRANSFORMED 242; AND FINALLY: GREATER STUDY OF CREATIVITY 243; KEY
WORDS FOR YOUR CREATIVITY VOCABULARY 243
19. AWARD CEREMONY 244
20. INTERESTED IN FINDING OUT MORE? 246
OTHER BOOKS BY THE AUTHOR 246; FAVOURITE BOOKS ON CREATIVITY AND
DEVELOPING YOUR MIND S CREATIVE SKILLS 247; BOOKS ON CREATIVITY IN
MARKETING 248; BOOKS ON CREATIVITY IN ORGANIZATIONS 248; BOOKS ON
SELF-DEVELOPMENT 249;
BIOGRAPHIES AND MEMOIRS 249; NEURO LINGUISTIC PROGRAMMING 249; INTERNET
SITES 250; TRAINING COURSES 250; ORGANIZATIONS 250
INDEX 251
IX
|
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| discipline | Wirtschaftswissenschaften |
| edition | 4. ed. |
| format | Book |
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| indexdate | 2024-07-09T22:45:32Z |
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| isbn | 9780749456504 |
| language | English |
| lccn | 2009025963 |
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| spelling | Green, Andy Verfasser aut Creativity in public relations Andy Green 4. ed. London [u.a.] Kogan Page 2010 XIII, 255 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier PR in practice series Public relations Creative thinking Creative ability in business DE-601 pdf/application http://www.gbv.de/dms/zbw/603675697.pdf kostenfrei Inhaltsverzeichnis GBV Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020596438&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Green, Andy Creativity in public relations Public relations Creative thinking Creative ability in business |
| title | Creativity in public relations |
| title_auth | Creativity in public relations |
| title_exact_search | Creativity in public relations |
| title_full | Creativity in public relations Andy Green |
| title_fullStr | Creativity in public relations Andy Green |
| title_full_unstemmed | Creativity in public relations Andy Green |
| title_short | Creativity in public relations |
| title_sort | creativity in public relations |
| topic | Public relations Creative thinking Creative ability in business |
| topic_facet | Public relations Creative thinking Creative ability in business |
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