I am curious: What does creativity in PR mean to you? I have been asked to improve this facet of my thinking in proposals our agency responds to.
However, I also feel that many award-winning campaigns aren’t truly 'creative' — they tend to rely on jumping on a viral fad or some slick execution. Maybe this isn't my strength 😅. Do you have any examples of campaigns that, in your view, genuinely broke new ground or could be considered creative or 'out of the box' in PR?

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Non-creatives seem to have this idea that creativity is all about nifty visuals and wordplay, but it’s actually about problem solving.

If you have a creative team, use them. They’re literally trained to concept/execute. If not, hire one. There are a lot of folks out there looking for work right now.

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I think creativity is a hard nut to crack in PR when you have 10 different mindsets chiming in about what is and what isn't "creative." I'm a super creative person, but I feel like my ideas get shut down 99% of the time and management still chooses to go with generic marketing. I personally think it's holding us back.

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It’s a good point to make that creativity isn’t all art or even being unexpected. It can be a lot of different things. Looking at projects from different angles, that viral trend but curated to your needs, it’s all subjective.

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Creativity is soo subjective! And extra hard to crack in PR. I will say, my favorite campaigns have always been ones that acknowledge a basic human experience/truth. Thinking of the Elf too many Dicks campaign

Once I realized that, it because a lot easier to try and identify what that is and how we can solve it (or at least address it)

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