The Creative Side of Public Relations: Industry Leaders on Understanding the Client's Objectives, Establishing a Unique Approach, and Developing Breakthrough Campaigns (Inside the Minds)

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9781596227897: The Creative Side of Public Relations: Industry Leaders on Understanding the Client's Objectives, Establishing a Unique Approach, and Developing Breakthrough Campaigns (Inside the Minds)
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The Creative Side of Public Relations is an authoritative, insider s perspective on the key strategies for using creativity to create brand-building PR campaigns. Featuring presidents and CEOs representing some of the nation s leading PR firms, this book provides a broad, yet comprehensive overview of the right ways to incorporate creativity into your client's public relations program. Citing recent examples (both successful and unsuccessful) of utilizing a creative approach in public relations, the authors articulate the finer points of an industry focused on thinking outside of the box to catch the consumer's attention without sacrificing integrity. From developing the campaign concept and selecting the best PR vehicle to working with the client to best meet their objectives, these authorities offer practical and adaptable strategies for enabling clients to stand out in today's constant barrage of media. The different niches represented and the breadth of perspectives presented enable readers to get inside some of the great strategic minds of today, as experts offer an insider s glimpse into this innovative industry. Inside the Minds provides readers with proven business intelligence from C-Level executives (Chairman, CEO, CFO, CMO, Partner) from the world s most respected companies nationwide, rather than third-party accounts from unknown authors and analysts. Each chapter is comparable to an essay/thought leadership piece and is a future-oriented look at where an industry, profession, or topic is headed and the most important issues for the future. Through an exhaustive selection process, each author was hand-picked by the Inside the Minds editorial board to author a chapter for this book.

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About the Author:

1. Dean Trevelino, Principal, Trevelino/Keller Communications Group - "Staying Creative from Concept to Execution" 2. Lloyd P. Trufelman, APR, President, Trylon SMR - "Thoughtful Creativity for Campaigns of Substance" 3. Elizabeth Shea, President and CEO, SpeakerBox Communications LLC - "Business-to-Business Public Relations" 4. James J. Roop, President, Roop & Co. - "Finding Creative Approaches that Work" 5. Lydia Graham, President, Graham & Associates Inc. - "Using Creativity to Create Brand-Building Breakthrough PR Campaigns" 6. Mathew L. Evins, Chairman and CEO, Evins Communications Ltd. - "The Meaning-Centric Campaign: Breaking through the Clutter" 7. Noemi Pollack, CEO, The Pollack PR Marketing Group - "Creativity Leads the PR Function" 8. Richard Levick, Esq., President and CEO, Levick Strategic Communications - "Creativity in Crisis PR: Forging Strategies for Success" 9. Ron Sachs, President/CEO, Ron Sachs Communications - "The Message and the Medium Matter Now More Than Ever" 10. Scott W. Allison, President/CEO, Allison & Partners - "The Role of Creativity in PR Campaign Success" 11. Richard Chamberlain, President, Chamberlain Healthcare Public Relations - "Campaign Strategies and Creativity in Pharmaceutical PR"

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