Friday, 21 December 2012

PR Moment - Creatvity in PR

This far into my blog I have brought up the topic of creativity quite a bit. I feel naturally drawn to this topic and feel it deserves to be approached more in depth. In my Step 5 Blog Post I included a link on a study that assessed the current state of creativity in the PR industry (in 35 different countries!). This study led me to other sources that cover different aspects of creativity.  (By the way this under Mini Posts, but I apologize if it’s a bit lengthier than usual.)

1) The study that sparked this blog post
Apparently the PR industry is lacking creativity, which is considered a serious problem. The roadblocks to creativity include small budgets, lack of time and staff being overworked. The interesting paradox apparent in this study’s results is that the PR professionals surveyed for this study thought they were themselves were creative, but that the industry wasn’t. This shows disconnect and inconsistency (how can a high % of people surveyed be creative but the industry isn’t?). But maybe the most important finding from this study is that PR professionals think creativity is necessary in the profession. So what is the take-away? Creativity is something all PR professional should strive for because it is necessary and it may not be as nurtured or encouraged as necessary. This is definitely a challenge PR students should be aware of before starting a career in PR.Check out the Study.

Creativity in PR Industry

2) Can creativity be taught?
I love this post that argues that creativity cannot be taught. Why you ask? Because, creativity is something that distinguishes real PR pros from the rest of the business world. To recap the main argument of the article, creativity is elusive and not well-defined in the profession. This makes it challenging to teach as there is no benchmark. So what to do for those lacking in the creativity department? The author believes that creativity can be elevated in people who show a spark and it can be fostered in people who appear to be uncreative. Let’s remember creativity is subjective and dependent on the type of organization. For fellow PR students, I suggest that you express your unique type of creativity while adapting it to the industry that you want to work in. Don’t be afraid to show that you are creative even as a PR newbie, because it shows you have the aptitude and that you are worth the investment that will elevate you in your job. View the post.

Creativity Quote

3) Do creativity and strategy go hand-in-hand?
Super important point here: Creativity is not complete without strategy! You have a great idea? Nice. Now what? Have any ideas on how to execute it? How it will address your clients need? Does it fit with their brand? These are things that a lot of PR newbies don’t necessarily think about when asked to come up with a PR tactic. I know this because I have seen it. That being said strategizing is something that can be taught, whether it through a business program or a PR postgrad. For PR students, this is something to consider if you want to be successful in PR. Read the article.

4) The Creativity Paradox
The last point I will touch on creativity in this post is: Is creativity truly rewarded. The study above mentioned it is something that the PR profession needs, but do creative ideas win out over practical ones. There may in fact be a covert fear of creativity in that it can sometimes be rejected. But why? Namely because ideas that are tried and true are so solid that why would we mess with something that works? Well namely because those ideas came from creativity somewhere down the line and somewhere in the future they won’t be enough. It is always a good idea to strive for something new, even if only applying creativity to a solid existing tactic. For PR students this means we must be cautious not to overstretch our creative side and to always remember that PR strategies need to have tangible results even if they aren’t fancy. Read about it here.

Again all the links are here:

You may also like: The Creativity Index

What do you think is the future of creativity in PR? Why do you this is important? Let me know what you think by commenting below. 

P.S. I love PR

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