Over the last 30 years, creativity has been considered a competitive advantage and a crucial element in business (Florida, 2012; Golen, 1983; Mumford, 2000), as well as a central component in the advertising sector (El-Murad & West, 2004). Even so, there has been very little scientific investigation focused on creativity in PR although authors in the PR literature cite it as part of the professional competence of a PR practitioner (see Gregory, 2008; Wilcox & Cameron, 2007). The aim of this study is to contribute to the understanding of how creativity is perceived and managed in PR consultancies, to discover the creative processes and techniques that do operate there, and to examine the role of the creative director. It concludes with proposals for further encouraging creativity within the sector.