Progress impacts everything… Even PR. Twenty years ago, campaigns used to be instutitionalized and average, following a strict set of rules. However this stepped aside to a brand new vision of PR.
Today the word “creative” is frequently used as an end itself, and companies as well as agencies rush to find the unique campaign that will make them stand in the market. However “creative” is nothing but a word, its definition might vary amongst individuals. So what exactly is a creative PR and how do you create and manage one?
A creative PR is basically as obvious as it seems. It consists in a campaign that has never been seen before. It is the opportunity to stand out of the competitors by catching the target audience’s attention, i.e potential new customers. Inovating the PR, this is what being creative is about.
Before you start brainstorming these are a few advices you should keep in mind to manage your very own creative PR campaign:
Learn from your competitors
This is the first thing you need to do. Explore what has been done in
the past to have an overall view on what has been done (successfuly and
Warning: You must avoid any intentional as well as any unintentional
imitation. Even if you really like a campaign that has previously been
Follow the trend
Being creative goes along with being up-to-date. Be the first to
use a trend within a campaign, and it will reach a key factor to success. Exemple: the popular “memes” on internet.
Warning: You must avoid using overused and mainstream references. “Memes”
used to be used by companies to reach teenagers, but according to
recent surveys this type of campaign has gone very unpopular.
… and your intuition!
Because being creative is about being new and innovative, you might have no real
template to follow. Thus your intuition (as well as your team’s) is capital.
Warning: You must think about your customers’ needs first and foremost along with what objectives need to be achieved. Even if an idea looks great to you it does not always translate the same to a client. Wise piece of advise: don’t be stubborn.
Enjoy working on the project!
Last but not least. People are fed up with boring institutionalized ads. They want something fresh, light, and attractive. They will see if you had fun working on your campaign through your work, and it has a huge impact on how they will welcome it.
Is your project ready? How can you foresee its success? Well, here is a tip: you know your creative PR is efficient when one can look at it and feel entertained.