The Holmes Report and NowGoCreate are launching the fifth edition of their landmark survey into creativity in the PR industry.

Conducted in association with H+K Strategies, the Creativity In PR study seeks to analyze the PR industry's efforts to develop win the war for ideas, in a world where traditional boundaries between brand-building disciplines are breaking down fast.

Last year's study attracted more than 500 responses and revealed that the PR industry is embracing its creative role, as client demands rise.

This year, the survey has been revamped to investigate in further depth the PR industry's ability to develop breakthrough ideas, and the types of talent that are helping them do this. The 10-minute survey can be accessed here — all respondents are welcome.

In addition, the study will also poll a small group of senior in-house CMOs and CCOs to explore how their creative requirements are changing, in comparison with the results generated by the main survey.

Once again, the study will survey attitudes and opinions towards various key industry issues, including creative quality; definitions of creativity; factors that drive great work; training and recruitment; and the client/agency relationship.

The study is co-authored by the Holmes Report and creative training consultancy Now Go Create.

"The skills that contribute to creative PR work are rapidly expanding," said Bridges. "A scan of recent PR recruitment ads include data planner, head of content, head of innovation, digital planner and videographer titles — alongside the more established publicists and media and communications managers — all using a never-expanding toolkit influenced by technology.  So this year one of the questions we’re exploring is whether the war for ideas is actually a war for talent."

"Thanks to data, the smartest and most effective, creative ideas are rooted in actionable insights," added Bridges. "Founder of one of the fastest growing ad tech companies — Unruly Founder Sarah Wood — brilliantly describes this as a 'combination of imagination and maths.' And what drives meaningful and impactful creative work in PR and comms mirrors broader business and societal issues — with discussions about the place of brands in culture and the purpose-driven business — increasingly informing creative conversations. We want to know which of these trends, and others, are impacting your day to day creative work."

The 10-minute survey can be accessed here — all respondents are welcome. Final deadline is 7 November.