The Role of Creativity in Public Relations

Category: Academics

At the heart of any successful business lies a great idea. Some ideas seem so simple that makes us question that why nobody thought of them before. Whereas some ideas are so innovative that we question how they have been thought of. The public relations industry is known for many things: media relations, press conferences, crisis management, corporate affairs, event management and, more recently, social media management, SEO, SMO and community management. But there’s one thing that many PR agencies haven’t been particularly well-known for: creativity. Public Relations have been put in a box to magnify creative ideas developed by others. At the worst, we have been blamed of doing “stunts” and “spinning” stories to harness media mileage. “Creativity” is a buzzword that is thrown around the PR industry generously, with little consideration for what it actually means or how one might achieve it. The best way to establish a brand is to innovate and create a new category. Creating a new category requires creative thinking of the highest order. Creativity in PR is about creating an engaging story which has a heart and soul and serves a higher purpose. We have to be the storytellers of today, imaginers of tomorrow and biographers of the products, brands and companies. Any brand considering advertising program doesn't need a too creative advertising. Advertisement is the cheerleader that repeats ideas and words that already exist in mind. Whereas when one talks about PR campaigns and Press Releases, creativity and originality seize the attention of a journalist. In the contemporary world today Public relations agency cannot service a client by merely providing media releases, conferences and events. It has to be creative enough to raise attention of not just the target group but the stake holders too. Looking at the changing scenario of brands it would not be off beam to say that CREATIVITY is the future of PR Industry.