2 Creativity in public relations
2.1 The importance of creativity in the PR industry
Against today’s backdrop of never-ending change, the PR industry is becoming keenly aware of how important creativity is in developing effective campaigns that get key messages across to their target audiences. Yet, as noted by Parker, Wayne, and Kent Ltd. (2005), “creativity is a buzzword that is thrown around the PR industry freely, with little consideration for what it really means and how one might achieve it” (p. 2). The industry seems to agree that creativity is a positive asset. Rawel (2002), for example, suggested that it can add value to PR programs, while Parker, Wayne, and Kent Ltd. (2005) described it as “that ‘X factor’ ...
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