Well, it's not PR, but its management in general. Sir Ken Robinson, a well known authority in creativity, states that one of the only ways to survive and prosper in an uncertain future is to nurture creativity both as individuals and organizations. When it's impossible to predict what happens in a year from now, let alone 5 years, what other means do we have that could carry us forward? Certainly not the traditional means of "conventional  wisdom", mathematics or physics etc. Check out his speech on creativity in schools on TED.com.