Cope / Mayell Creativity in PR and Communications

Concepts and Practices for Innovation
1. Auflage 2025
ISBN: 978-1-3986-2085-8
Verlag: Kogan Page
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 400 Seiten, Web PDF

How can creativity drive effective public relations and communications in today's dynamic business environment?

Creativity in PR and Communications by Jon Cope and Stuart Mayell is an essential textbook designed for undergraduate and postgraduate students studying public relations and creative communication courses. It aligns directly with course outcomes by providing a structured, theory-led yet practical approach to fostering creativity as a strategic tool for addressing PR challenges and meeting business targets. Ideal for core or recommended adoption, this text equips students with the skills and frameworks necessary to excel in creative industries.

Key features include:

- Exploration of creativity fundamentals including mindset development, creative thinking, ideation processes and the strategic use of AI as a creativity enhancer
- Integration of strategic models and expert insights demonstrating how creativity informs effective briefs and campaign development
- Practical real-world examples from global brands such as Unilever, Marmite, Marc Jacobs, Spotify and Heinz illustrating creativity in action within PR and communication contexts
- Structured learning supports including clearly defined learning outcomes, glossary, exercise questions and online resources featuring lecturer slides and creative best practices
- Emphasis on data-led decision making within creative PR strategies to connect innovation with measurable impact

Whether preparing for academic study or professional practice, Jon Cope and Stuart Mayell offer expertise and confident guidance to nurturing creative ideas and applying them strategically in public relations and communications.

Autoren/Hrsg.

Cope, Jon

Mayell, Stuart

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Geisteswissenschaften Sprachwissenschaft Schreiben und Publizieren, Kreatives Schreiben
• Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaftswissenschaften: Berufe, Ausbildung, Karriereplanung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Kommunikationsmanagement, Public Relations

Inhaltsverzeichnis

Section - SECTION ONE: Introduction to creativity; Chapter - 01: What is creativity?; Chapter - 02: Creativity; Chapter - 03: The case for commercial creativity; Chapter - 04: Where do I fit in ? Your creative mindset?; Section - SECTION TWO: Creativity in practice; Chapter - 05: Doing the right research; Chapter - 06: Understanding briefs and the planning role; Chapter - 07: Acquiring insight; Chapter - 08: Creative ideation; Chapter - 09: Evaluating creative ideas; Section - SECTION THREE: Issues in creativity: AI, ethics and the global; Chapter - 10: The ethics of creativity; Chapter - 11: AI - creative revolution or risky shortcut?; Chapter - 12: Think global, create local; Chapter - 13: Appendix 1 - a creative thinking checklist; Chapter - 14: Appendix 2 - an inventory of creative stimuli;

Über Autor(innen)

Mayell, Stuart
Stuart Mayell is a Visiting Lecturer at the University of Westminster, where he teaches modules on strategic planning, content development and brand communication. Stuart is also a communications professional with over 30 years of experience and has been recognised with multiple awards, including a Cannes Lion. As a Creative Director, Stuart leads multi-disciplinary work across design, video, copywriting, art direction, digital strategy and development. He serves on the judging panel assessing creativity for the Communiqué Awards, a healthcare industry awards programme. He is also Editor of the online journal, Innovation Uncovered.

Cope, Jon
Jon Cope is the Assistant Head of the School of Media and Communications, and was the Course Leader of the MA in Public Relations at Westminster University, UK. He is also a PR practitioner with more than 25 years' experience in the healthcare and consumer sectors. Most recently, Jon's freelance practice has focused on content creation for global healthcare and consumer/lifestyle brands. He holds an MA in Critical Global Politics from Exeter University and is the author of two books on fashion promotion and public relations.

Jon Cope is the Assistant Head of the School of Media and Communications at the University of Westminster, UK. He is also a PR practitioner with over 25 years of experience in creative direction and content creation for consumer, lifestyle and healthcare sectors.

Stuart Mayell is Visiting Lecturer at the University of Westminster, UK, and a communications professional with 30 years of experience and over 10 years of experience as a Creative Director in PR and communications. He is also Head of the Creative Difference at The Difference Collective.