Creativity in PR and Communications: Concepts and Practices for Innovation

“You don’t often see creativity as a requirement in PR job adverts, but this book places creativity at the heart of PR practice. Full of practical tips, methods and inspiration, it provides a step-by-step guide to help you reimagine your communications approach. Essential reading for anyone wanting to transform their PR practice through creativity.” ― Dr Claire Forbes, Director of Communications

“Creativity in PR and Communications successfully unlocks the secrets behind bringing creativity to public relations. It combines both practical insight and innovative strategies that are set to inspire communications professionals at every level. It’s a must-have for anyone in the industry who wants to elevate their communication skills and truly challenge themselves to think outside the box.” ― Maria Jarmola-Clark, UK & Ireland PR Lead

“Creativity isn’t some mysterious gift-it’s a skill you can learn, practice, and apply to real work. This book breaks down how to find, shape, and sell ideas in ways that actually move people, with smart guidance on everything from AI to avoiding global faceplants.” ― Gini Dietrich, Founder and Author of Spin Sucks, Creator of the PESO Model©

“This book is written in an accessible, comprehensive yet fun way for anyone teaching, studying or interested to study Public Relations and Communications. It tackles a hot topic, that of creativity in PR and Comms, offering a fresh perspective on what is creativity, how to discover creativity, where does commercial creativity fit in before diving into ways in which creativity is applied in the industry and treating important relevant topics, such as the creative ideation and the evaluation of creative ideas. The third section brings an added value to the book, as it exposes the reader to the ethics, the use of AI and the glocal aspect of creativity in the PR and Comms world. It is definitely a book that I would recommend to my students.” ― Dr Konstantinos Pappas, Course Leader of the BA Public Relations, Senior Lecturer of Communications and Media, University of the Arts, London, UK

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.