Collaborative Creativity, Leadership and Public Relations: Identifying and Addressing Research Limitations

Abstract

The aim of this chapter is to encourage a reorientation of creativity research in Public Relations (PR). By identifying key themes which characterise the study of creativity in PR, the chapter highlights limitations in current scholar- ship, including an overemphasis on what is framed as the creative individual. To offset these research gaps, the chapter introduces a collaborative perspec- tive on creativity which is new to the field and positioned as a viable focus for future investigation. It is argued that this social conceptualisation of creativ- ity has important implications for PR’s strategic role in organisations, its wider impact on society, while also highlighting the importance of leadership to the creative process. This perspective brings a range of factors into play for those with an interest in creativity, and to synthesise key themes, a new conceptual framework is presented to guide future research.