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

Fecha: 2015
Resumen: 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.
Derechos: Tots els drets reservats
Lengua: Anglès.
Documento: article ; recerca ; submittedVersion
Materia: Creativity ; Consultancies ; Industry
Publicado en: 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 registro aparece en las colecciones:
Documentos de investigación > Documentos de los grupos de investigación de la UAB > Centros y grupos de investigación (producción científica) > Ciencias sociales y jurídicas > Grupo de Investigación en Publicidad y Relaciones Públicas (GRP)
Artículos > Artículos de investigación
Artículos > Artículos publicados

 Registro creado el 2018-04-25, última modificación el 2019-02-02



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