Please use this identifier to cite or link to this item:
http://hdl.handle.net/10609/92805
Title: | Creativity in PR consultancies: perception and management |
Author: | Estanyol, Elisenda Roca, David |
Others: | Universitat Autònoma de Barcelona (UAB) Universitat Oberta de Catalunya (UOC) |
Citation: | Estanyol, E. & Roca, D. (2015). Creativity in PR consultancies: perception and management. Public Relations Review, 41(5), 589-597. doi: 10.1016/j.pubrev.2014.08.004 |
Abstract: | Business in general, and advertising in particular, recognise creativity as a crucial component of success and competitive advantage, but it has received little research attention in Public Relations (PR). This study seeks to address that neglect in relation to the understanding of how creativity is perceived and managed in PR consultancies. It involves a total of 23 interviews that included international PR creative directors as well as senior managers of PR consultancies operating in Spain. The initial findings suggest that creativity is considered a skill required by PR professionals, is seen as something valuable for clients, and is acknowledged in PR industry awards. Nevertheless, the article argues that some unhelpful myths and prejudices still exist around the area of creativity and that creative processes common elsewhere are not widely used in PR consultancies. It concludes by identifying elements that could encourage creativity within the sector. |
Keywords: | public relations creativity consultancies industry |
DOI: | 10.1016/j.pubrev.2014.08.004 |
Document type: | info:eu-repo/semantics/article |
Version: | info:eu-repo/semantics/submittedVersion |
Issue Date: | Jul-2014 |
Publication license: | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Appears in Collections: | Articles Articles cientÍfics |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
creativity.pdf | Preprint | 430,82 kB | Adobe PDF | View/Open |
Share:
Items in repository are protected by copyright, with all rights reserved, unless otherwise indicated.