Creativity in Public Relations

Creativity in Public Relations P R I N P R A C T I C E S E R I E S Creativity in Public Relations Fourth Edition Andy Green London and Philadelphia Dedicated to Amanda Marsh, a dear friend; to my mum; and to Judith, Charlotte and Lizzie for putting up with their husband and dad being a pain while writing this book. Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and author cannot accept responsi-bility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the author. First published in Great Britain and the United States in 1999 by Kogan Page Limited Second edition 2001 Third edition 2007 Fourth edition 2010 Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accor-dance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road London N1 9JN United Kingdom www.koganpage.com © Andy Green, 1999, 2001, 2007, 2010 525 South 4th Street, #241 Philadelphia PA 19147 USA The right of Andy Green to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. ISBN 978 0 7494 5650 4 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Green, Andy, 1958- Creativity in public relations / Andy Green. -- 4th ed. p. cm. ISBN 978-0-7494-5650-4 1. Public relations. 2. Creative thinking. 3. Creative ability in business. I. Title. HD59.G683 2009 659.2--dc22 2009025963 Typeset by Jean Cussons Typesetting, Diss, Norfolk Printed and bound in India by Replika Press Pvt Ltd ... - tailieumienphi.vn