Creativity is what will make a great PR Pro stand out from a good one. In the Communications industry, everyone is competing for media attention, but not everyone can make themselves heard. If you’re doing exactly the same as everyone else, how do you think you’re going to achieve different results from anyone else?
Creativity means different things to different people, but in the end, it is all about solving problems and putting your own stamp on campaigns, events and with media relations.
We have four ways to help inspire creativity in your PR practices:
Put yourself in the mind of your desired audience
No matter what the campaign, it’s essential that you take the time to consider who the intended target audience actually is. What are their interests, what will they be listening to or watching?
When you and your team can picture who will actually be interested in what you’re doing, it will then give a direction to your creativity rather than just a stab in the dark and hoping for the best.
Get out of your usual workspace
Whether it’s simply moving to another room or getting out of the office, a change of scenery can do wonders for your creativity. If you’re sitting at the same desk surrounded by the same views your brain isn’t going to think any differently. By moving elsewhere you will get a fresh perspective on your ideas.
Bring someone new into a creative session
It could be a team member who hasn’t had any previous dealings with the campaign, or else someone from your intended audience who has nothing to do with your company. Collaboration is key to get the creative juices flowing and sometimes just riffing ideas back and forth for an hour can produce the best work.
We’re not saying to be hugely controversial or put your reputation on the line, but taking risks with your campaigns will pay off in the long run. By allowing a team to take risks and not stick to the prescribed method it will allow for alternative ideas and thoughts to be brought to the table. Even if something doesn’t work it can be used as a learning point to figure out how you can be better next time.