ABSTRACT
This chapter explores the issue of creativity, so vital to public relations and marketing communications. A planning sheet is an outline of what students should think about to make their writing planning more effective. Effective writers have learned how to take time with their writing—building and shaping the words, molding, refining, caressing. The planning sheet is not the same as a public relations plan or a campaign book. The larger plan would deal with goals, objectives and other aspects of strategy. Quality writing doesn’t take shape instantly. It emerges slowly, one draft after another. Professional creativity in public relations is a product of strategic planning—the result of careful analysis of the idea or object being promoted, the public being addressed and the organization’s objectives. This creativity is the result of a person’s ability to prepare an effective and imaginative response to resolve a particular problem.
