Why Creativity is Essential for PR

I’m not gonna lie. The first time I had ever heard the term “Public Relations” was from the lips of Samantha Jones in an old rerun of Sex and the City. In the show, Public Relations is portrayed as simply enhancing a celebrity’s reputation and hosting incredibly fabulous parties. Now that I’m older and wiser, I know that PR is much more than that.

As a student studying Creative Advertising, Public Relations, and the communications tools that make it function, are sometimes out of my area of expertise. However, if there’s anything I’ve learned in my time with Bluestone Communications, it’s this: Creativity can carry you far. Very far in fact.

My first semester with Bluestone included a lot more watching than doing. I helped with graphic design and video production for various accounts whenever I could, but for the most part, I laid low and watched the experts do their jobs. Now that I’m in my second semester with Bluestone, I’m grateful for the months I had to simply watch and learn.

Here are my top three takeaways as to why creativity is so vital for effective Public Relations.

1. Creativity captivates, communication cultivates.

Creativity and communication. You can’t have one without the other. Each will fall flat if made to stand alone. Creativity needs the substance that good communication offers and even the most important messages will not be effective if not creatively communicated. To be the best PR specialist you can, recognize that it is the creativity of a campaign that will cut through the clutter and captivate your audience, while it’s the methodical communication that will cultivate understanding and success.

2. Creativity gives your client a voice.

One of the main parts of Public Relations is to get your target audience to understand the message you are telling them. Whether it’s reputation management or even relationship management, the overall goal for each client will be much easier to reach if you give your client a clear voice. Creatively branded content, whether its as involved as video or as simple as a color palette for graphics, intentionally curates your client's identity. And clear identity allows for clear communication.

3. And lastly, creativity keeps passion alive.

I may be biased, but I strongly believe that work without the spark of creativity will lose both passion and momentum very quickly. Creative work, if nothing else, is simply a fun way to keep your team (and your client!) excited about what you’re working so hard on. There is something about seeing your hard work excite and intrigue other people that keeps you motivated to work hard and succeed.

I definitely don’t believe that every single Public Relations professional must be an expert with Adobe or a master video editor. Creativity comes in all shapes and sizes. Rather, I want to encourage PR specialists to lean into their creativity in any way they can in order to create their best work possible.

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