How do you balance creativity and consistency in your PR?

Hare are 3 crucial aspects for maintaining a strong and effective PR strategy: 1. Start by defining clear brand guidelines that outline your organization's values, tone of voice, and visual identity. They will serve as a foundation for consistency across your PR efforts. 2. Make sure your core messages are consistent across all of your PR channels and campaigns. While you can be creative in how you deliver those messages, maintaining a consistent narrative builds trust and recognition among your target audience. 3. Creativity should always be grounded in the understanding of your target audience. Analyze their preferences, demographics, and behaviors to craft PR strategies that resonate with them while staying true to your brand's voice.

One thing I saw that is helpful is connecting with your audience in an authentic way. They are not just a number or a follower they are a real person out there coming to your content and reading your messages. They are the ones supporting your brand and coming to your content because it has an influence in their life. Treat them as if they are apart of the team and community instead of a number to sale services or goods too. Have fun !

A prime example of this balance can be observed in the way Nike, the renowned sportswear giant, manages its PR efforts. Nike employs AI-driven chatbots and automated customer service systems to ensure consistency in its online customer interactions. These AI tools provide immediate responses to customer queries, handle routine inquiries, and maintain a uniform brand voice across various digital touchpoints. On the creativity front, Nike's PR team focuses on storytelling and community engagement. They understand that AI may lack the ability to convey the emotional connection that customers have with the brand. Nike's "Dream Crazy" campaign featuring Colin Kaepernick is a prime example of their creative storytelling.

Balancing creativity and consistency in PR means coming up with new and interesting ideas while keeping the message the same. This can be a game changer yet tricky. For instance, I know of a brain injury charity that often creates fun social media posts showcasing their client's learning activities. In one of their posts, they showcased their clients learning to make personalised hot cross buns with unique toppings like strawberries and cream, and dippy eggs. This fun and playful activity captures attention and highlights their clients' journey towards regaining their lives back after a brain injury, while still aligning with the charity's core message and purpose. This is one unique way of making the two elements work together.