دانلود رایگان مقاله خلاقیت در مشاوره های روابط عمومی: ادراک و مدیریت

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.

5. Discussion

5.1. Recognising creativity It is necessary to go beyond the recognition of creativity as one of the qualities that a PR professional should have. Creativity cannot develop within the PR industry without clear and full backing from management in the form of stimulation and acknowledgement. However, as the results of this study show, the fact that, for a significant number of the senior managers, creativity is still perceived as somewhat tactical, associated with the artistic world, visual, and even “belonging” to the neighbouring sector of advertising, does not help. Therefore, there is a need for creativity to be perceived as part of the strategic process of PR. As one of the interviewed creative directors stated, “Creativity is not just window dressing in a presentation; it wins business” (CD3).