Creativity in PR consultancies : perception and management
Estanyol i Casals, Elisenda
Roca, David, dir. (Universitat Autònoma de Barcelona)

Data:	2015
Resum:	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.
Drets:	Tots els drets reservats.
Llengua:	Anglès
Document:	Article ; recerca ; Versió sotmesa a revisió
Matèria:	Creativity ; Consultancies ; Industry
Publicat a:	Public Relations Review, Vol. 41 Núm. 5 (2015) , p. 589-597, ISSN 0363-8111

DOI: 10.1016/j.pubrev.2014.08.004

26 p, 383.1 KB

El registre apareix a les col·leccions:
Documents de recerca > Documents dels grups de recerca de la UAB > Centres i grups de recerca (producció científica) > Ciències socials i jurídiques > Grup de Recerca en Publicitat i Relacions Públiques (GRP)
Articles > Articles de recerca
Articles > Articles publicats