Creatives

Is going into PR (ie, Weber Shandwick, Edelman, etc) a bad move as a creative?

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works at

Currently work in PR. DM me to chat. Working on blue chip brands, winning awards, and putting lots of work into my book. But it's an uphill battle every day. There's lots of upside for creatives in PR, and these shops are getting bigger and better briefs -- that's why they're looking for creatives. But there are HUGE downsides as well. You should know what you're walking into. These places aren't ad agencies and they show it with how they handle the creative process.

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likehelpful
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Sure. The biggie is creative process -- PR agencies don't have one. Yet. I'm pushing (with slow success) to implement one, but it's a battle for even basic resources. Briefs are rare, and well written briefs almost nonexistent. Timelines are insane, not out of necessity, but because the account team does not know how to say no. I mean that literally. Traditional PR had a group of generalist who did everything. Modern PR with creative has specialist broken down like an ad agency. Trouble is, these former generalists never got training on how to deal with a client, push back, or build a relationship. They literally do not know how to say no. Generally speaking, people treat creative as though we are an outside vendor, demanding rather than collaborating, killing rather than reworking. Creative is the fun part, and everyone thinks they can do it. PR shops also have limited production knowledge, so it's a daunting task to get proper budgets and resources when we sell in a big production. With all that said, things are changing. Ad agencies are a mess and creatives are going where the work is. I give it 3 to 5 years before PR shops are on par with small ad agencies.

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smart
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Not if you can get something made. Just understand the type of work they do versus traditional agencies.

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likehelpful
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You won’t be leading the idea, and you’ll be looked down on, but at the end, no one has any world-shaking execution without PR. Most of the big ones are pushing for more creative work

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pr shops are winning big awards. if you can work at the ones that know how to produce ideas vs just coming up with dumb stunts, you should be fine. just know that they don't do tv so if you wanna go somewhere eventually that does, you will be behind and they may not hire you if you don't have that experience.

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