14. Flexing the ‘Right’ Brain in Public Relations

Source: thornleyfallis.com/

In 2015, Nestlé’s iconic Maggi noodles underwent a devastating setback in the history of its operation in India. The brand which had been enjoying over 75% of the market share in the country saw a nationwide ban on its instant noodle product owing to higher than permitted levels of lead. Its sales fell drastically. A few months later, Maggi launched one of the most successful PR campaigns to reach out to its decade’s old loyal customers with creative ideas like #WeMissYouToo #MaggiMother, #NothingLikeMaggi and #WelcomeBackMaggi. The brand successfully built the connect with every one by playing with nostalgia and memories of a brand which had been around in the market for decades. Today, Maggi has revived its position as the number one brand of instant noodles.

This is the power of creativity in Public Relations (PR). Lucy Melling, former Deputy Managing Director of the MSLGROUP said, “Within PR the best results are achieved when creativity is linked with insight”. This could not have been put more accurately. Creativity is an essential part of PR. It can help a brand build a strong, positive image, while at the same time respond to any negative element which might affect its reputation. Success in PR is not a readymade recipe. It lies with the use of right instruments and platforms at the right time. Creativity in PR relates to thinking outside the box, which can make any message stand out, be distinct, understood and most importantly, be noticed. 

But how does one define creativity in PR? The Holmes Report articulates that in public relations the definition of creativity can appear elusive. According to Jay Conrad Levinson, creativity in public relations is supposed to “earn trust, to add value, to change the attitude, behavior and beliefs of the company’s publics”2 (Levinson, 2002:19). But all theories aside, the essence of true creativity lies in original ideas and thoughts. Hence the term remains very subjective. That being said, innovative and creative ideas allows a brand to stay ahead of the competition. 

According to various reports ranging from Holmes Report to Tubular Insights, it is estimated that around 120,000 blogs are being added every day and more than 20 videos are being uploaded every minute on YouTube. Information is flowing in a flash, responses are done quickly and decisions are made in the blink of an eye. Hence, it is crucial that information wins a spot in the mind of a consumer. Creativity in the content can make any PR idea stand out from the countless similar messages. It can be achieved through various means- through idea-stimulating techniques, brainstorming sessions, creating focus groups and through individual creativity. Creativity in PR a perfect synchronization between “what to say” and ‘how to say it’.

PR is synonymous to creativity. Public relations by its very nature requires people to think out of the box. From strategic communications, research, writing, campaign development, social integration to event planning- everything in PR is a part of the creative process. 

Let’s talk about the #IceBucketChallenge. A few years ago, this challenge was surfacing all over social media. The Ice Bucket Challenge was not only pivotal in raising awareness about Lou Gehrig’s disease or ALS but was also able to successfully generate about $2.8 million in donations for the cause. The trend of the #IceBucketChallenge spread like wildfire across all social media platforms. People from all walks of life, including the Silicon Valley billionaires Mark Zuckerbeerg and Bill Gates were witnessed attempting the challenge. Thus, a brilliantly conceptualized and well-executed PR campaign can help raise the awareness on any issue.  

Creative PR campaigns are often original, adaptive, new and functional. To sum it up, creativity is the same old story, but in a new attractive cover.  A prominent example of creativity in PR is Coca Cola’s successful ‘Share a Coke’ campaign of 2018. It used the simple yet fundamental human value of sharing to invoke and influence the emotional response of its consumers.  The fresh packaging of an old mundane topic makes all the difference. How we creatively craft the message to the intended target audience is very important. Using aesthetically appealing verbal, visual and sound elements can bolster or uplift the interests for any brand. 

Creative ideas are intended touch the consumers emotionally. It gives soul to messages about products and services that may otherwise seem ordinary and routine. A creative campaign contains elements that are rare and surprising, moving away from the obvious and commonplace. Of course, any PR campaign can be successful, but only creativity can make it unique and stand out. According to research as well, “creatively awarded campaigns are 10 times more efficient than non-creative campaigns”. Let’s just say that clients are more likely to approach a PR team for big creative ideas. 

Out-of-the box creative ideas are on a rise, but it is also susceptible to risks. Campaigns that are creative only for the sake of being creative has often failed to communicate its relevant message. In order to be effective, a creative idea must be relevant to the target audience. The execution of the idea is also very important. In PR everything has to have a measurable outcome, but measuring the degree of creativity in PR is difficult. 

We live in a world where humans are striving to be a brand and brands are striving to be human. It is not correct to say that a PR campaign is only successful if there is a rise in sales. Creative PR campaigns, even if sometimes unconventional can break through competitive clutter and grab the audience’s attention which can lead to some impact. Every element of a PR campaign needs to be approached from an imaginative angle. It involves tweaking and trying an idea in new ways. It can make the uninteresting seem interesting. It is making the usual, unusual. Hence PR professional, it’s time to flex your right brain. 

References:

1. Sudhaman, A. (2014, November 24). Creativity In PR: What Drives Great Work? Retrieved from https://www.holmesreport.com/long-reads/article/creativity-in-pr-what-drives-great-work-

2. Levinson, J. (2002). Guerrilla creativity. BusinessTech International Press