Creativity in PR and Communications: Concepts and Practices for Innovation - Hardcover

by Jon Cope (Author), Stuart Mayell (Author)

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.

Author Biography

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.