Collaborative Creativity, Leadership and Public Relations: Identifying and Addressing Research Limitations

The aim of this chapter is to encourage a reorientation of creativity research in Public Relations (PR). By identifying key themes which characterise the study of creativity in PR, the chapter highlights limitations in current scholarship, including an overemphasis on what is framed as the creative individual. To offset these research gaps, the chapter introduces a collaborative perspective on creativity which is new to the field and positioned as a viable focus for future investigation. It is argued that this social conceptualisation of creativity has important implications for PR’s strategic role in organisations, its wider impact on society, while also highlighting the importance of leadership to the creative process. This perspective brings a range of factors into play for those with an interest in creativity, and to synthesise key themes, a new conceptual framework is presented to guide future research.