ABSTRACT
Plan; research; organize; draft; review and revise; polish; proofread; get approvals and publish are nine steps for writing process. This chapter explores the issue of creativity, so vital to public relations. It outlines communication research techniques like free association and forced association. 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. Freewriting, brainstorming, buzz groups and brainwriting are included in free association techniques. Freewriting is a creativity technique because it helps you overcome the restrictions of grammar and style as well as the need for logic and coherence in an effort to begin writing. Forced relationship techniques for creativity include visual relationships, personification, similes, explained similes and future statements. The visual relationship technique uses photographs or other visual representations to nurture creativity.
