Public Relation is a profession of communication and good communication needs to be creative. Creativity and communication must go hand in hand. A good communicator is the one that can hold the listener’s attention and convey the message effectively. To do that the communicator needs to present his/her message in a way that stands out and attracts the target audience. Public Relation is the earned part of media, in PR you don’t pay someone to talk or write good about your client rather, you show them why they should do that. But, making people listen to you is the most difficult part. Nowadays nobody has enough time to entertain you without it being in their favour, you can’t hold somebody’s attention forcefully, you need to command attention with your work. As PR professionals understanding how to do that is the most important part.

Being creative is one of the major key to success in public relation, it makes your work stand out and gain public attention. PR is all about presenting your work creatively. For example, while writing this easy I want to be as creative as I can, I want to make sure that I present my thoughts on the subject in such a way that it stands out for the reader, that is nothing but self-PR.

Related: Evidence Based Creativity in PR by Barri Rafferty

Public Relation is a fast-growing industry with increasing importance. It has made corporate communication easier and effective. Corporate houses reach out to PR professionals to communicate with the public on their behalf because they know how to do it the best. This type of work requires a lot of thought and brainstorming. The competition has increased in each and every field, there is always someone standing behind you to take your place when you fall. A PR professional’s job is to make sure that you don’t fall or if you do, to get you back on your feet stronger than before. The job requires new ideas and creativity every day. A story pitch, PR activity, PR campaign or crisis management, a PR person needs to come up with creative ideas every time for each one of these. A lot of PR campaigns with many different ideas have been executed in the past years but not all earn public recognition. The ones who do, have a certain quality about them that gives them the edge over others, that is the creative value of the campaign. Any pitch or activity will only gain interest if it is unusual, novel, and of people’s interest, a PR person needs creativity to make that possible.

–Sakshi Jain

Sakshi Jain is an Alumna of the Class of 2020 of PG Programme in PR and Corporate Communications at SCoRe, Mumbai. She interned with Adfactors PR, Mumbai, and was recruited by the firm for a full time role. She holds a BA degree in Mass Communication from Prestige Institute of Management and Research, Indore. She has done a two-month internship with Aim High Consulting, Bengaluru. Her interest in the field of communication and Public Relations comes from her love for reading, writing and meeting new people. She is always keen on learning new things. Apart from that, she is in love with food, dance and cinema.