| Abstract [eng] |
The relevance of the topic is proved by increasing popularity of public relations use in various business sectors. Companies are becoming more open to the public and increasingly seek to communicate with it. Living in a rapidly evolving information age, public relations professionals are confronted with the problem - the dissemination of messages does not always reach the target audiences, as there are too many media reports. Most reports in the media are being overlooked and not affected by the audience, because there are too common, obvious, and such that might have been expected. However, the implementation of creative public relations programs can quickly reach the public and be accepted with greater interest. The increasing development of digital technology provides more tools and channels for public relations specialists, but creativity is necessary for the effective use of all that. To exploit their creative potential, public relations professionals must understand the nature of creativity, what factors affect it and how to increase creative potential in every worker. The subject of this Master thesis is creativity in public relations organizations. The objective of this thesis is to overview the occurrence of creativity in an individual, group and organization level and to understand its importance in practice of public relations. Main tasks are: to clarify the concept and different approaches to creative; analyze the factors that determine individual creativity and creativity in groups and also to identify factors, which compounds sympathetic environment for creativity in organization; to define the bond between public relations and creativity; to do a study about creativity the factors that stimulates and strangles creativity in Lithuanian public relations organizations. The main methods used in this thesis are analysis and synthesis of literature and qualitative expert interviews. The scientific literature revealed that the phenomenon of creativity can be understood in different ways: as the ability to solve the problem in the original way, as individual feature or as a process. Creative thinking is different from the logical thinking, because creativity is derogation from the rules based on imagination and a lot of new ideas. Creativity is associated with the success of the organization, as employees are able to offer creative ideas for creating original products or services. Individual employee creativity depends on their inner motivation and group creativity depends on social context. Organizational culture, climate and managerial style of leadership may also stimulate or inhibit employee’s creative potential. An investigation has shown that creativity is very important in public relations organizations, because it overcomes the communication noise to get publicity and attract the target audience's attention. Public relations managers think that organization affects creativity by: freedom associated with the work schedule and the proposed ideas, a good working atmosphere, supportive and informal communication manager, flat organizational structure and organizational values as a creative existence. The results of this thesis can be useful for scientists, students and public relations specialists which are interested in the field of creativity or want to continue some wider research in use of. |
