The PR industry has long been touted as a shining light of creativity but, having gone to some three and a half years worth of brainstorms, I’m convinced the reason for this is the strict confines of our business.
PR, in most people’s minds, consists of getting journalists to cover stuff they don’t want to. We’re pretty much limited to marketing communications and media relations. So, when it comes to creativity, we’re pretty much constrained by our own mandate.
Just like advertising, where money is made not from producing the creative but from buying the media, PR’s bread and butter comes from the media relations and time billed against the activity (usually by fairly junior staffers).
So in PR, when it comes to creativity, it all has to feed into more time for media relations. If I’m right, and as always I welcome any and all constructive criticism, all brainstorms will sound fairly similar.
Here’re five ideas that no brainstorm is without:
- Media Tour with…
- Celebrity spokesperson
- Direct user engagement (tastings etc)
- Partner with approriate non-profit
- Product placement
- Outrageous stunt
- Name a day/week/month
- Change a law
Bonus ideas I’ve been saying and hearing a lot more of recently:
- Blog outreach
Have I missed any? How would you encourage people to break out of the the constraints outlines above? Is this post even written on the basis a theory that has any merit whatsoever?