Besides hiring a new actually talented creative director, how have earned PR peeps explained “mediability” to creatives? I feel like mine keeps giving us the most mediocre ideas then gets super defensive when we try to explain why they won’t work.

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Well I start by never using the word mediability.

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Try discussing it in terms of an end-to-end campaign where the creative idea has to provide the umbrella or the foundation for the various creative outputs, as well as drive attention for or interest from media outlets. You might benefit from having a conversation around 3-5 case studies of great creative ideas that allowed for that kind of comprehensive campaign - and then discussing how you both can help each other succeed here.

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Build on the base idea with tactics that make it work vs shutting the idea down completely.

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I always like to explain it as moving a story about the creative beyond ad trade to broader storytelling.

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1. You’re not making a piece of content. 2. Ask for a creative concept with executional ideas that have the ability to drive news / have inherent news value. 3. Ask for ideas on the creative treatment and r press ion of that concept.

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