Blog

Bring Creativity Back

When I was little, the sky was the limit. I could invent whatever I wanted and my parents would always encourage me to keep on creating. I was one of those kids who liked to color outside the lines and had a great sense of imagination. I also believed that I would someday be able to fly just like Superman.

Now that I am a little older and a little wiser, I have a better understanding of what it is and what isn’t possible. However, despite the fact that I have matured, I would still consider myself a creative person.

Last year, The Holmes Report, along with Ketchum and Now Go Create, conducted the first in-depth study of creativity within the public relations industry. “More than half of all respondents described the quality of creativity with the PR industry as [either] ‘ordinary’ or worse.” When asked if the PR industry has been criticized for lacking ‘big ideas’, 61 percent of all respondents argued that this was a fair observation.

Now is the time, as aspiring public relations professionals, to bring more creative ideas to the table and show the world what our industry is capable of. In order for this to happen:

  1. We need to become masters of time

  2. Increase our knowledge of creative tools

  3. Be willing to take more risks

Becoming Masters of Time

Regardless of whether we end up working corporate or in an agency, time is a precious commodity that we cannot take for granted. In order to allow more time for creativity in our day to day routine, we need to establish priorities. Personal priorities, department priorities and organizational priorities are all things that we need to consider.

In order to have more time for creativity, we need to not work faster, but smarter. A recent Progressions post shared a few productivity apps that are “must-haves” for every public relation student.

Increase our Knowledge of Creative Tools

There are so many tools and platforms that exist today to help us fuel our creative appetites. Adobe continues to improve its Creative Cloud and make it even more affordable for us students. Canva, another online platform, tries to make graphic design as easy as possible. Sites like Lynda.com provide training videos on how to use all of these creative tools.

Be willing to take more risks

Processes are meant to be followed and were created for a reason. However, that doesn’t mean that we cannot question and brainstorm ideas as to how to improve them.

We cannot let a lack of clear creative objectives, time, budget, understanding between agency & client and differences of opinion prohibit us from being creative. Robert Redford, founder of the Sundance Film Festival, has said,

Not taking a risk, is a risk.
— Robert Redford

We may be students, interns, aspiring professionals etc., but we have ideas. Do not be afraid to share them.  Creativity will flow as we work smarter, never stop learning and take more risks.

How do you fuel your creativity?