PR Campaign Creativity Scale : A scale development of validation

Abstract

This study aimed to develop the scale of creativity in public relations campaigns. Seven elements of creativity in public relations campaigns were identified: novelty, meaningfulness, artistic value, continuity, connectedness, social issues, and synthesis. From the second-order confirmatory factor analysis results, the one-dimensional seven measurement items were listed as follows: The campaign is more novel than existing campaigns; the detailed action plan clearly relays the message that the client wants to communicate; the campaign is valued as artistic; the campaign provides ideas for a second campaign; the campaign was useful to the target public; the campaign brought about social change; and the campaign displayed unusual connectedness.