Chapter outlineWelcome to Chapter 3: Creativity in PR and communications – an open and shut case?Part 1: Is PR even creative?Part 2: Commercial creativity and the arts – not so distant cousinsPart 3: The case for creativity in communicationsPart 4: The shared language of creativity and effectivenessPart 5: Creativity enlivens the dull stuffPart 6: Journalists call it news, but it is creativity in a different dressFinal thoughtsQuestionsExercisesGlossaryNotes