Naslov
Creativity in public relations: the case from Croatia – how to make the history of the insurance company ‘’cool’’

Autori
Skoko, Božo ; Gluvačević, Dejan

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Creativity - A Force to Innovation

Urednik/ci
Pooja, Jain

Izdavač
IntechOpen

Grad
London : Delhi

Godina
2021

Raspon stranica
55-70

ISBN
978-1-83881-040-5

Ključne riječi
creativity, creative campaigns, public relations, Croatia, communication,
(creativity, creative campaigns, public relations, Croatia, communication)

Sažetak
The chapter deals with the role of creativity in public relations. Creativity is usually associated with marketing and design, while public relations is associated with information and communication management, respectively as the information and educational component but often as persuasion. However, in modern conditions in which there is a kind of inflation of content transmitted by public relations experts to the media and the public, it is very difficult to fight for media attention and public attention. Therefore, the public relations profession is forced to bring creativity to the way of communicating, presenting key messages and achieving communication goals. For that reason, creativity is becoming an essential strategic and tactical tool for public relations professionals to shift the task to a higher level. The authors present a case study of the leading Croatian insurance company - Croatia osiguranje, which had the challenging task of using the anniversary to communicate its own identity and values, strengthen its image and attract new clients. The project "Croatia je Hrvatska" has received a number of national and international awards and can serve as an excellent example of synergy between communication management and creativity in achieving communication and business goals.

Izvorni jezik
Engleski

Znanstvena područja
Informacijske i komunikacijske znanosti

POVEZANOST RADA