1 Introduction and literature review/context
1.1 Introduction
Creativity is an exciting and complex object of study, which has received little attention at a scientific level from the discipline of public relations (PR). The objective of this book is to describe the role that creativity currently plays in the PR industry, studying how it is managed within organizations and the practitioners who work in it. Moreover, creativity methods that can be applied when planning and executing PR projects, programs, and actions, will be proposed.
1.2 Public relations: a creative industry that adapts to changing contexts
Institutions and public and private companies are becoming increasingly more aware of the importance ...
Get Public Relations as a Creative Industry now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
