期刊名称：Annals of Spiru Haret University Economic Series
电子版ISSN：2393-1795
出版年度：2022
卷号：13
期号：1
页码：243-264
语种：English
出版社：Editura Fundatiei Romania de Maine
摘要：In this paper we talk about creativity in public relations, that is clear that we need. For us, creativity in public relations can be a mean, a novel way to accomplish an objective more easily, more efficiently and more quickly. It is clear that every client appreciates creativity, but in many situations it does not translate into events or visible messages for a mass audience and then it is not visible. We also talk in our paper about the profile of a creative relationalist, that must be: involved, informed, avid after work, possessing theoretical knowledge, having flexible and positive thinking, beeing visionary. In this paper we will try to demonstrate that creativity can occur in one of the following situations: either in strategy (positioning, planning), or in execution (tactics, presentation materials, information).
