this study investigated conceptions of creativity and its importance according to school principals and school counselors, inhibiting and facilitating elements to the implementation of teaching practices for creativity and to the intervention of these professionals to promote creativity in school. nine school principals and 10 school counselors were interviewed. data were analyzed through content analysis. results indicated that, although these professionals attributed importance to creativity, the creativity knowledge that based their practice was from the common sense. the most prominent inhibiting and facilitating elements to the implementation of practices for creativity development were those of personal / pedagogical nature related to the teacher, and those of administrative nature. the inhibiting elements to the intervention of these professionals to support the educational development of creativity in school more frequently pointed out were those related to the teacher and to the family, while the most frequent facilitators were related to their functions.