Creativity is a vital skill for PR professionals, especially in a fast-changing and competitive industry. But how can you keep your creative juices flowing and avoid burnout or boredom? Here are some ways that PR professionals can stay creative in their work.
One way to boost your creativity is to expose yourself to different sources of inspiration, such as books, podcasts, blogs, art, music, or nature. You can also learn from other PR professionals, both within and outside your niche, and see how they approach their campaigns, stories, or challenges. Inspiration can spark new ideas, perspectives, or solutions that you can apply to your own work.
Ten times out of 10, inspiration will come from talking to your customers and prospects. Understand what they need and what drives them. Then speak to that. Widen the circle by staying in constant dialogue with colleagues and industry stakeholders. Another consideration: Don’t confine your thinking to what is traditionally done in your industry. Inspiration is everywhere. Instead, think about how you can creatively and strategically apply it to your own work.
Subscribe (paid subscr) and dedicate your work time to read: - general creative media, like Adweek, which covers the coolest creative campaigns across all spheres (for broader look); - related to your sphere (f.i. you work for cybersecurity, check the main media there to stay aware of current events and other player’s campaigns; it’s a baseline for your creative ideas); - TrendHunter or another trend-spotter (paid subscription allows you to search with specific filters) - it’s inspiring as often shows you the new, hidden sides of creativity. - Speak with your direct customers where they are (f.i. my TA was SBO, I found small business market in my city (NYC), visited it, spoke to exhibitors (SBO), organizers, and got a lot of ideas.
Seeking inspiration is one of the most important ways to stay creative. To create content, you must consume content. In the world of Digital PR, content consumption is the heart and soul of your creativity. I’m a firm believer in seeking inspiration from a wide range of sectors and industries; don’t just turn to your client's industry or niche. Inspiration can be found anywhere! Saving all of the pieces of content that inspire you, or that you enjoy, when you come across them in one centralised hub can streamline your creative thinking. It's also really handy to refer back to, saving you time and ensuring that you don't miss out on valuable insights or concepts that may have sparked your interest earlier.
true creativity often blooms from interactions with a diverse array of individuals, not just industry peers. Engaging in conversations with people from different backgrounds, professions, and perspectives can be a goldmine for unexpected inspiration. Think about it - that chat with a barista might spark an idea for a campaign, or a discussion with a musician could lead to a novel approach for a press release. The beauty of this approach lies in its unpredictability and the rich tapestry of ideas it weaves, enriching our professional creativity in ways structured brainstorming sessions or industry meetups cannot. When was the last time a conversation outside your professional circle led to a breakthrough in your work?
PR professionals can stay creative by regularly immersing themselves in diverse sources of inspiration, such as industry trends, art, and cultural movements, to bring fresh perspectives to their campaigns. Collaborating with colleagues from different departments or seeking external input can generate innovative ideas and challenge conventional thinking. Additionally, continuous professional development through workshops, conferences, and networking events helps PR professionals stay abreast of emerging strategies and technologies, fostering creativity in their approach to communication.
Another way to enhance your creativity is to experiment and test different approaches, strategies, or tactics in your PR work. You can try new formats, channels, angles, or messages, and measure their results. You can also use tools like A/B testing, surveys, or analytics to get feedback and insights. Experimenting and testing can help you discover what works best, what doesn't, and what can be improved.
I think experimenting and testing is the best way to enhance your creativity in PR work. As different permutations and combinations can offer numerous positive outcomes which an individual never expected, moreover I am not saying that an individual would not fail experimenting and testing but even though they will fail in some the learning would still be there. Different fields has different perceptions of doing similar things, you never know what can be an excellent approach or strategy in you PR work. Don’t hold yourself back to experiment.
Experiment a LOT Seek new concepts, start small, test them in the market, fail fast and pivot. No ego on this matter, if it fails: move on to the next concepts.
PR isn't always the most creative field in the world (despite what we may tell clients when we pitch them). The reality is when the pressure's on and you have KPIs to hit, a bottleneck of a client holding up copy, 3 team mates off sick and your morning coffee was burnt by a new barista, it's easy to fall back on what you know works. In B2B PR this is invariably a research report, followed by a white paper, as many press releases as you can rinse from the data and a smattering of thought leadership articles. If you want to infuse B2B PR with creativity, start small, build up proof of concepts then fly the idea up the flagpole. Experimentation is great for this, but make sure it's on something you can afford not to work!
A third way to foster your creativity is to collaborate and brainstorm with other people, such as your colleagues, clients, partners, or mentors. You can share your ideas, opinions, or experiences, and get constructive feedback, suggestions, or support. You can also use techniques like mind mapping, brainstorming, or SWOT analysis to generate and organize your thoughts. Collaborating and brainstorming can help you expand your horizons, overcome obstacles, and find new opportunities.
You can introduce a brainstorming session within your team. This kind of activity aids in obtaining a comprehensive assessment of your outcomes and market trends and grasping the forthcoming crucial actions. Furthermore, such a gathering can yield unexpected outcomes. For instance, it might lead to the creation of a fresh approach to brand development that is both innovative and aligned with the business objectives.
Try collaborative work with your competitors and peers: you’ll learn a lot from better practices, meet new possible clientes and create great events taking the better part of both worlds. Be open and kind when collaborating and take note of that to do best when you’re on your own.
A fourth way to stimulate your creativity is to challenge yourself and step out of your comfort zone. You can set yourself specific goals, deadlines, or criteria for your PR work, and push yourself to achieve them. You can also take on new projects, tasks, or roles that require you to learn new skills, knowledge, or tools. Challenging yourself can help you grow, improve, and innovate.
Me encanta este punto, hoy ante la posibilidad de tantas herramientas tecnologicas existe una gran variedad de alternativas para salir de nuestra zona de confort y probar hacer cosas diferentes y ser disrruptivos. Te invito a explorar nuevas maneras de crear, innovar y pensar fuera de la caja para superar tus propios logros.
Staying curious seems to help. If you can look at the usual in an unusual way, you will continue to challenge the assumptions, and put a unique spin on something that most people think needs no improvement. (Ex: suitcase with wheels, washable keyboard, luggage tag shouts your name.)
A fifth way to maintain your creativity is to take breaks and relax from your PR work. You can do activities that you enjoy, such as hobbies, sports, or meditation, that can help you recharge your energy, mood, and motivation. You can also use techniques like mindfulness, gratitude, or affirmations to reduce stress, anxiety, or negativity. Taking breaks and relaxing can help you prevent burnout, improve your well-being, and boost your creativity.
It's really important not to force creativity. It can be equally as beneficial to take a break, have 10 minutes away from the screen, or go and get some fresh air. Sometimes you find when you relax a little more ideas come to you!
A sixth way to sustain your creativity is to keep learning and updating your PR skills, knowledge, and trends. You can enroll in courses, workshops, or webinars that can teach you new or advanced concepts, methods, or tools. You can also read books, articles, or reports that can inform you about the latest developments, best practices, or case studies in your industry or niche. Keeping learning can help you stay relevant, curious, and creative.
By keeping up to date with industry trends and keep improving yourself day bay day by doing various experiments. Keep learning and keep challenging
PR professionals can stay creative by embracing diverse perspectives, fostering a culture of collaboration, exploring unconventional ideas, and staying abreast of industry trends. Continuous learning, seeking inspiration beyond their field, and maintaining an open mindset contribute to innovative thinking, ensuring fresh and impactful communication strategies in the dynamic landscape of public relations.
Creativity is important for PR professionals navigating the landscape. It cuts through noise, ensuring messages capture attention and stay relevant.Creative storytelling forms emotional connections, while adaptability facilitates embracing new technologies and platforms.Essential for problem-solving and crisis management, creativity contributes to positive public perception and tailoring messages for diverse audiences.In fostering innovation within teams, it enables agile responses to industry changes.Creative thinking extends to measuring and demonstrating ROI, showcasing the impact of PR efforts in a rapidly changing communication environment. Ultimately, creativity is not just a choice it's a necessity for PR success.