by Kate Glending, Account Director
From social feeds to gaming apps, streaming platforms and daily commutes, consumers, media and influencers are constantly bombarded by brands competing for their attention. Standing out and turning that attention into genuine engagement can feel nearly impossible. While countless tools claim to help convert consumers into loyal fans, none of it matters without one undeniably human X factor: creativity.
What Creativity Means in PR
In public relations, creativity takes many forms. It can be a big idea that taps into culture and becomes a brand-defining moment, a social post that goes viral or a clever media mailer that drives influencer engagement. But it also shows up in quieter moments such as crafting a smart response during a crisis or finding a more efficient way to stretch a client’s budget.
Creativity is about harnessing your own experience, passion and perspectives to solve problems in new, inspired ways. It is uniquely human and cannot be manufactured or replaced with tools like AI.
Human Creativity is an Irreplaceable Asset
Sure, AI can help streamline processes and improve efficiency, but it cannot replace the power of human creativity in public relations and communications. Using AI to handle routine tasks allows more space to think, dream and develop ideas that move brands forward. But when creativity is outsourced entirely to machines, the result is often bland and uninspired work that disappears in a sea of sameness.
Tips for Inspiring Creativity in Your Team
Every team member has the potential to harness creativity and build impactful campaigns that move the needle for clients and brands.
Start with these tips to unlock that potential and inspire the creative process:
Identify Strengths: No one excels at everything. That’s why you have a team! Recognize each individual’s strengths and talents so they can apply their creativity where it counts most.
For example: Who on your team is the best client communicator? They should be the main point of contact for your team and be tasked with creating the best process to ensure the flow of communication, from pitching new ideas to sharing campaign results, is clear, concise and consistent.Champion Diversity: Teams with different backgrounds and perspectives can only strengthen output. While it’s of course important to align on values (like kindness, creativity, passion, hustle and integrity!), diverse teams produce more inclusive, authentic ideas that resonate with a wider range of consumers for your brand or client. At H5, whether you work on an account or not, you take part in the creative ideation for that client. It is how we ensure the best ideas are brought to the table.
Bring Structure to Brainstorms: There’s no such thing as a bad idea in a brainstorm, but there is a way to structure them so you can inspire the most creative ideas. Set a clear goal and share a brief beforehand – defined guidelines help a rich flow of ideas flourish.
Schedule Quiet: Inspiration often strikes during downtime. It can be difficult to take breaks in your day, but scheduling time to step away from screens, take a walk and give yourself time to think helps refresh and refuel your mindset.
Want to learn more about Agency H5’s creative process? Contact us to get the conversation started.