What’s the role of Creativity in PR and how do you find inspiration?
By Richard Thiardt, Head of Creative
By its very nature being creative means, we use our imagination to develop original ideas, resulting in doing something NEW which ultimately is what makes the news. But more than that, in times of such tragedy and despair globally, creative PR stories can provide some light relief and entertainment, in what feels like a never-ending, negative news cycle.
We want to see things we’ve never seen before, something that stirs an emotion in us whether that’s surprise, joy or intrigue. In the last week alone we’ve seen a UFO (made of drones) in the London skyline, a thermal suit made from Domino’s pizza bags or a chance to swap a pint for a pair of trainers this Dry Jan.
Although each very different, they’re new and generates a different emotional response with me and I’m sure many consumers.
So, what can you do when the inevitable happens and you're stuck in a rut, going round in circles or well and truly blocked of creativity?
Well as the old cliché goes, inspiration often strikes when we’re not looking for it. Stepping away from a challenge and going for a walk or doing something mundane that requires no thought process really helps. Load a dish washer, win a PR award (or something like that).
Or, why not do something you wouldn’t normally do? Someone once said to me; creativity is lots of coloured bubbles above your head. If you want more bubbles you need to go out and consume new experiences. Walk a different way, eat at a different restaurant, sign up for a new sport, join a club, speak to that person you always nod at on your dog walk, at the gym, or in the office etc.
By embracing originality and actively seeking out inspiration, PR professionals can not only navigate the tough media environment but also thrive in it. As the saying goes, "creativity is intelligence having fun," and in the world of PR, it's a key ingredient for success.