The subject of creativity in public relations is something of an enigma. Ask any client or senior manager what key skills are required by a PR practitioner and they will invariably include the ability to be creative and to add the creative dimension to their work. In the UK, public relations practitioners work in an industry with millions of pounds spent by organizations and clients to pay them to be creative and practise creativity. The industry also has a well-established series of professional awards, where individual programmes of work are praised (more often than not) for their creativity. Often the creative dimension is considered the crucial element
