Creativity in PR consultancies: perception and management
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...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión enviada para evaluación y publicación |
| Fecha de publicación: | 2014 |
| País: | España |
| Institución: | Universitat Oberta de Catalunya (UOC) |
| Repositorio: | O2, repositorio institucional de la UOC |
| OAI Identifier: | oai:openaccess.uoc.edu:10609/92805 |
| Acceso en línea: | https://hdl.handle.net/10609/92805 |
| Access Level: | acceso abierto |
| Palabra clave: | public relations creativity consultancies industry relaciones públicas creatividad consultorías industria relacions públiques creativitat consultories indústria Business consultants Consultors d'empreses Consultores de empresas |
| Sumario: | 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. |
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