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Appendix What is your definition Creativity in PR, a Global Study 2013

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Appendix
What is your definition of creativity in the context of PR?
Ability to experiment with the instruments, rather than stick with the
same kit
Change is the only thing which is
constant
Making big yet simple ideas that,
when well told, attract people's
minds & hearts.
Innovation that makes people take
notice, take the desired action, and
do it more fulsomely and faster
Big idea but also authenticity
An incredible idea that not only gets
media talking but can be transcended
across all platforms, that creates
masses of shareable content and that
sparks ripples after it has happened
Big, campainable ideas - ones that
are independent of one particular
discipline (PR, advertising, marketing). Great, creative ideas can serve
as the foundation for truly integrated
campaign work.
Content that on it's surface doesn't
immediately appear to be a PR point.
Convincing teams and clients that
being edgy won't hurt their brands, if
it's done right.
Clever presentation of messaging
that make it more appealing to and
less canned for businesses and
consumers.
More PRativitty, please.

Something that's so immediately
obvious that anyone could have
thought of it - except that no one else
had

you didn't even know you had.

That, which is innovative enough to
grab the consumer's attention, leads
to conversion/ engagement in some
form and gives the consumer and the
marketer maximum benefit from such
engagement.

Fresh combination of insight and
ideas to create work so fresh you
don't notice its PR, and that results in
behaviour change

Forming conversations that would
otherwise not exist.

Forget what was - concentrate on
what is and what will be.

The ability to craft a clever idea which
has messages of the client deeply
embedded within it, and an idea
which has the ability to be 'PR'd'
itself. Marry that with tracking back to
the business objectives of the client.
Fresh, compelling, new and yet
makes absolute sense to the client's
needs and objectives.

PR lies at the heart of brand communication. It needs to grasp the nettle
and take control of comms across all
channels. By positioning PR as the
brand's "editor", the discipline will
work with all channels to deliver
cohesive communications.

An idea that is refreshingly new but
still relevant and, as a result, highly
engaging.

A journalist reacts positively straight
up or a consumer says I get it - it
should change behaviour,change
attitudes or lead to increased awareness

The challenge is to make brands tell a
genuine story, one that is true to its
values and also relevant to the public
- and do this in a creative, engaging
way.
Ability to generate ideas, which,
filtered, produce practical results.
Handling adversity well. It's now part
of the connected world. And integrating/thinking more in terms of
business process and opportunity
loss.
Finding and listening to the thoughts
and opinions of stakeholders/publics

An original means to a meaningful
end.
Ideas generated from a genuine
insight that create emotional charge
and change behaviour.
It is a paradox, so it is the road where
ideas that aren't typically allowed into
PR space intersect with the traditional's acceptance. What it should be:
bold collaboration between departments and client/agency relationships
where budgets are shelved for the
conversation.

Execution of random ideas, particularly those born of an ad-hoc brainstorming process. Notably untethered to business objectives.

societal issues or current events that
are not obvious, via multiple communication and integrated entertainment
methods/media.

An idea that will retain the audience
attention and is applicable regardless
of the media.

Disruption. Getting the right attention
quickly and effectively and translating
that straight to business objectives.

Creativity isn't necessarily the same
in PR -- it could be an out of the box
strategy that successfully evaded a
crisis -- but in any instance, creativity
in PR is the kind of idea that is so
clever and effective that it couldn't be
sold in an advertisement if they tried.

The magic by which a rational insight
is brought to life in an engaging and
emotional way to bring about a
change in behaviour.

Bringing the "wow" factor of advertising to the editorial agenda.
Ideas that build the brand or product
reputation without being seen as
obvious PR.
The "context of PR" limits creativity.
Instead of thinking outside the box,
creativity needs to expand the box,
bringing in innovative thinking from a
wide range of disciplines. Also,
inherent to creativity is to create. Too
often, PR thinks up creative ideas
only to have them outsourced to
other fields which dilutes the idea.
PR needs to be able to create and
execute against creativity.
Powerful ideas that create palpable
and lasting influence among key
stakeholders.
Unique Convergence. Relating the
uniqueness or credibility of a brand
by showing its connectivity to popular

Good ideas that work for the client
business objectives. Too many PR
ideas are just stunts for the sake of it
Making the complex compelling ...
and simple. Teaching clients how to
perpetually seize creative opportunities.
The striking and entertaining dramatization of a relevant information.
Truly moving idea that unlike ads
compels media or consumers to
share it/ act on it.
Our products and programs should
engage, inspire and incite audiences
to do something - there has to be a
call to action to what we do!
Something that makes me think 'why
the f* didn't we think of that' .. That
gives me goosebumps and that can
be integrated across the mix ... and
has longevity.
Big ideas to change perceptions, to
wake minds, to inspire stories that
33 | creativity.holmesreport.com

Publié dans : Business, Technologie
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