Creativity in Public Relations

In this article, the nature, definitions and relationship between creativity and innovation are examined and strategies for its development in public relations are studied through documentary methods. Far from creativity and innovation, public relations is introduced in this article as an institution without dynamism and caught in the problems caused by everyday life. The purpose of writing is the pathology of the growth of creativity and innovation in a scientific and practical way in public relations. In this research, different types of creativity and innovation in public relations are extracted and the work areas and tasks of this communication institution under the influence of creative and innovative mind are introduced. The role of managers in the creativity and innovation of public relations agents, along with suggestions for managers' behaviors in this regard, is one of the findings of this article. The present article insists on the individual and psychological role of the public relations agent in creating creative and innovative thinking in himself and introduces individual and psychological barriers along with social barriers as the most important barriers to the growth and flourishing of creativity and innovation in public relations. The role of creative and innovative thinking in the implementation of various techniques with the aim of preparing, organizing and implementing a coherent and successful public relations program is also examined in this article.