Recently, in classroom discussions with Professor Tom Hagley, we have been discussing the issue of creativity in the profession of public relations. He proposes the question: What stifles creativity in public relations? Is it the profession itself? Is it how public relations classes are taught?
I consider myself a very creative person. Ever since I was little I have loved dance, music and art, yet have always found my own way of doing things from creating a line of greeting cards out of fabric to making abstract paintings and collages and packaging design. Turning my creativity to writing seemed to be natural, and journalism became my dream of harnessing that creativity and influencing others’ behaviors, thoughts and ideas.
When I finally decided to make public relations my specification within the School of Journalism at The University of Oregon, I was excited to use my skills in order to create public relations campaigns, working with pertinent issues. I had, and still have, many dreams of working on an amazing public relations campaign that would influence informed decisions of others in topics such as public health. When I was introduced to social media, my creative mind ran wild. I began to visualize the options at a public relations practitioner’s disposal—reaching more people around the world than ever before.
My first client was a non-profit organization for the City of Eugene. I was given tremendous leeway with how I was to pursue the organization’s goals. The program director told me: “You know more than I do. Just ask me what you need to know and run with it,”—the best words any professional could hear from a client. An internship following this experience, again for a non-profit, community-funded event, my creativity and social media ideas were excitedly accepted as new and creative ways to promote the event.
Currently, I am interning at a public relations agency with a diverse staff and clientele. As an intern, the majority of my work consists of background research, media lists and press releases. A handful of the staff has worked in public relations for more than 15 years. As a 21 year-old, soon to be college grad, I approach projects with a different sense of the world of public relations than more experienced professionals. Additionally, I have found, a lot of the work I complete is simply because the client wants the materials to be presented in a certain manner.
This has made me curious. I know that there are many creative minds in the public relations profession, but I have to wonder, are there certain types of public relations industries that garner more creativity such as non-profits as compared to corporate or agency public relations?
If you are on PRopenmic.org you can join the discussion here.
I welcome any comments on the issue.
Hey Ali,
I think you bring up a good point ask a relevant question. I do have to say that I think PR pros working in non-profits probably do get more leeway for creativity because it seems they are less “by the book” and more open to ideas and perspectives. With corporate, it seems like you have to “stay in the lines” more. I think it also depends on size, type and years of experience in an agency. Smaller boutique agencies probably welcome creative minds, which can help them stand apart. I think at Ulum most creative work is in the hands of the senior PR professionals like Monica, Bev and people in the Portland office. Unfortunately, interns like us, usually get the work that needs to be done, but isn’t necessarily mind stimulating nor creative. Hopefully someday we’ll both be able to use our creative minds at an agency somewhere!
I totally agree, but it makes me wonder if the public relations profession looks at senior experts as possessing the greatest creative ability because they have learned all the faucets and functions of PR in the real world. This can be compared to a career such as advertising where young, fresh minds are at the forefront of the profession. I consider both professions to be creative, but I think that creativity in PR may be something that is acquired with time-just a thought.
Ali, Thanks for sharing your ideas on creativity! Expanding on what I said in class, I think that the definition of creativity can be different for every profession. The same goes for different areas of public relations. I agree with akeeney about non-profits having leeway to be more creative than corporate PR departments that sort of have to play by the book. I also think that many non-profits are just beginning to realize the value of public relations and marketing. With the student-run PR agency, Allen Hall Public Relations, we are working with a client that has never utilized public relations before. But with the economy in such an unstable state, they are reaching out and using “unconventional” ways to stay afloat. Given that this non-profit has never worked with a public relations agency before, our firm has the ability to be creative in the way we handle their campaign.
I think sometimes when we get too bogged down with formats and requirements, we forget that while we have to follow certain criteria, there is not an “only” way to complete something. I think that PR just requires a balance between what is required and total creativity.
Amanda:
That is the main thing I think we as students and young professionals need to realize. Our main training has been in following specific formats for materials. I think now that we know the basics, we can use that to break the rules in creative ways and demonstrate that we know the guidelines and we know how to go beyond them.
-Ali
Working in government public affairs, I certainly have a different perspective than a PR practitioner at a creative agency. But I think overall, public relations sometimes lacks creativity because of a desire to please the masses. We want to appeal to a wide demographic and in doing so, we must sometimes sacrifice work that is edgy and daring. Also, (and this may be an unpopular statement) I think that the writing in public relations can be a bit bland at times. I think this stems from a need for clear, concise language that is easily understood by the public. Writing that relies on subtle, clever twists or floral descriptions usually doesn’t qualify in the easily understood category and is just one more way in which creativity can get the axe.
Therefore, I think the greatest of public relations practitioners understand how to communicate clearly AND inject creativity into their work in order to deliver an effective message that still reaches people on a “gut” level.