4 The public relations sector among the creative industries
4.1 Creative industries and the future of economy
In the postindustrial economy, creative industries have been gaining in prominence, and interest in them has been growing since the 1990s. Florida (2002) highlighted the importance of creativity for the future of the economy, arguing that the generation of ideas makes it possible to increase productivity. To attain competitiveness, this author advocates attracting and cultivating what he terms the creative population through autonomy and flexibility, asserting that human creativity is the ultimate economic resource and that the capacity to generate new ideas and better ways to do things is what increases ...
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