CREATIVITY IN PUBLIC RELATIONS

Abstract

Public relations are a “hot” issue nowadays. People talk about them, read about them and think they understand what they are all about. One of the reasons why people feel so confident about their knowledge in this domain is based on the belief that public relations can be learned and practiced by observing the rules. This article shows, however, that creativity is an essential part of PR. Contrary to what many people may think success in this domain cannot be achieved without creative thinking.