ABSTRACT
This chapter will first explore the issue of creativity, so vital to public relations advertising. It then will look at the various types of advertising, focusing in on its use for public relations purposes. The chapter then will look at various writing techniques, and finally will address the issue of public service advertising. Here are your learning objectives for this chapter:
Creativity Let’s begin by acknowledging that everyone is creative to a greater or lesser degree. Each of us holds a place on the creativity scale, somewhere between Steven Spielberg and a tree stump. The consideration is not: Am I creative? Rather the questions should be: In what ways am I creative? How can I become more creative? How can I use my creativity in presenting public relations messages?
