“You can’t use up creativity. The more you use, the more you have.” – Maya Angelou

“#LikeAGirl” a creative idea that proved you can make a feminine hygiene brand more powerful, a powerful insight that resonated universally and a campaign that brought a new narrative to life. This creative insight believed that gender stereotypes are so ingrained in our culture they are even part of the language, to affect culture the power of social media was harnessed. The video has been viewed more than 90 million times and is shared by over 1 million viewers. Finally, a 60-second version of the video was aired during the 2015 Super Bowl. During the campaign the use of the hashtag skyrocketed and was even acknowledged by the United Nations, Always, the brand that carried out this campaign, received an award for the impact it had on female empowerment around the world. This is the power of creativity in public relations.

Public relations is all about content, connect and crisis. The foundation of public relations includes communication, common sense and campaigns; which also consists of strategy, story-telling, impact, innovation and influence. Its ultimate goal is blind faith in brands, which is achieved through communication that exists between a brand and its stakeholders as well as people in general. For communication to be participated by all sides it must be crafted creatively.

Creativity means different things to different people; it generally means the use of imagination or original ideas to develop something. It is a medium through which you can express yourself and connect to others as well, we are always using creativity even if we do not realize it all the time. In the context of public relations, creativity has often been considered a competitive advantage and a central component for success. It is known that creativity will not only result in a great campaign or a PR stunt but will also bring in more clients for a firm. And a creative firm will have a greater edge over that of less creative ones. It is at the core of public relations so it can be in the form of content writing or just great storytelling. Storytelling has the power to connect to the audience at an emotional level. And emotions can be a powerful force.

–Kritika Khatwani 

Kritika Khatwani is an Alumna of the Class of 2020 of PG Programme in PR and Corporate Communications at SCoRe, Mumbai. is a part of the Class of 2020 of PG Programme in PR and Corporate Communications at SCoRe, Mumbai. She completed her winter internship with MSL, Mumbai.

She is from Jhansi. She has done her graduation from Mass Communications and Journalism. Her varied life experiences resonate with her passion for raising awareness about social causes. This is evident from her participation in the short film- Gaokor: A Period House. Her avid inclination towards creativity and writing is what pushed her to pursue a career in public relations. Music and coffee are her meditation.