The Power of Creativity in PR

Friday, 12 May 2017

Friends, creativity comes into play right from the beginning when we start making our PR strategies. It all begins with media familiarisation for the spokespersons in accordance with the rapidly changing dynamics. Let us as PR practitioners, first of all understand ‘what makes the news’. It is no more the case of man biting dog; Today’s headline is: Man bites the snake and kills it! (did someone say yuck?!).
Now, let me present a case study scenario. Our spokespersons and we as PR pundits might feel very happy with a Press Release that we write using all the creativity at our command. But it may not find its way into print the next morning. Worse still, the press conference that we hold, using the ‘highly creative’ press release, turns out to be a damp squib. No one accepts any number of excuses.
At the Press Club, where I get to meet many media friends at leisure, I hear complaints after complaints about ‘you PR guys’. As an old friend from Hindu Business Line often complains: ‘Why can’t your guys write simple, straight stories and send is to us instead of using bombastic language and tables and graphs that may impress your bosses or clients?’ Another friend from ToI says: ‘I don’t even open some PR guys’ mails since I don’t want to waste my time’.
For details, please check my column in Reputation Today:


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