Worship at the temple of ideas

At times, we use the terms “media agnosticism,” “cross-channel creative” or “non-traditional” to convey the notion that ideas brought to the table by public relations need not be “standard” PR tactics. The concept is a good one and warrants repeating – particularly today. These catch phrases serve to articulate an even simpler truth – ideas rule.

Creativity sits at the heart of what public relations and strategic communications can and should deliver. Reminding ourselves to step back – and out – from our everyday operating “zones” is paramount to continually bringing that creative spirit to bear for our clients. Doing so is difficult. Routine is, well, routine. However, we must force ourselves to break patterns.

What does it all mean? Simple: we need to keep our minds wide open – far beyond SMTs, press releases or media pitches. Think about what’s recently caught your eye or captivated your curiosity. What’s caused you to laugh, cry, gasp or cringe? Was it an online video? Humorous poll? Mobile marketing team? TwitPic photo? Unforgettable movie trailer? Hone in on what made it memorable. Then, take those lessons and apply them to current clients.

(Image via René Ehrhardt on Flickr)

Forget about whether previous history has shown that client “x” “won’t buy them” or they’re “too conservative.” Given today’s economic client, and the convergent forces of an increasing need to demonstrate ROI, a consumer bombarded by marketing messages, and more and more pressure to create that ever-elusive brand “buzz,” the appetite for “the big idea” is more ravenous than ever. 

Now, is the time for PR to flex its creative muscle. We can’t be shy about sharing creative concepts – whether for a billboard, a viral video or a massive stunt. What’s the worst that can happen, a slap on the wrist for being too proactive? Bemoaning the lack of creative adventurousness of clients at times seems an age-old tradition, passed down from generations of PR practitioners who collectively point to a graveyard of breakthrough programs that never saw the light of day thanks to narrow-minded counterparts punch-drunk on corporate Kool-Aid. A word to the wise…get over it.

There’s only one way to guarantee those same clients start to look at our ideas and, ultimately the PR industry, in the best light—keep feeding them. Far too many corporations have been conditioned not to consider PR as a potential source for cutting-edge creative. In their minds, we are merely executors and proliferators of others epiphanies. However, if we’re not constantly putting new thinking in front of them – that go beyond tried-and-true PR tactics – perception can only logically become reality.

So, here’s to killing them with creativity. See you at services.