Public Relations as a Creative Industry

5 Conclusion

DOI: 10.4324/9781003246879-5

PR is a creative industry that continually adapts to changing circumstances. Throughout its history, it has had to adapt to social and cultural changes, and today, it is particularly affected by the globalization of the economy and technological advances. Nonetheless, tackling these challenges presents tremendous opportunities, as they allow reaching wider audiences, while at the same time establishing a more personal connection with them.

Creativity has long been recognized as one of the key competencies of a PR practitioner, but its place within the industry has only begun to be studied in recent years. In contrast, other disciplines such as Psychology have spent decades defining creativity and studying ...