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Creative ideas: Watch any award-winning case study and a huge part of showcasing the campaign’s impact is conversation, and who knows how to drive and lead conversation better than the PR industry? The opportunity is in developing creative ideas that break through and that are bigger than just our channel. Often it feels that traditional PR work feels just that—traditional. There is no reason our creative territories and ideas can’t expand beyond earned and be leveraged to shape paid communication and big campaign ideas. Ad agencies typically often use potential media coverage as a way to highlight how an idea might be perceived to break through. Why shouldn’t communications creative do the same and show how an idea comes to life in a billboard, a TV spot or a piece of original entertainment? Our biggest opportunity is in not limiting ourselves and our industry to our expected playspace.
In a lot of our creative sprints, we look to divergent and convergent approaches to solving problems, and each can benefit from both solo and collaborative working sessions. Getting everyone on the same page and editing ideas to be their most succinct and digestible has been harder than normal in remote collaboration. It’s doable, but great ideas often come from the inbetween. The walk down the hall, the coffee break, the after work drink. Those moments happen out of spontaneity and few things can replace working together in a room and developing creative shorthand.
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