“The Role of Creativity in Organising Public Relations Events”

Abstract This study analyses creativity from a psychometric viewpoint while connecting it to both its importance in organising public relations events and to the ways in which it can be applied to every aspect of an event. Using a focus group discussion between people with relevant knowledge and experience in public relations event planning, we evaluated the way in which public relations specialists make use of creativity throughout the entire planning process of an event and we demonstrated its role and impact on the success of the event.