This is what she told me:
- Since our clients include cosmetics, restaurants- these type of clients wants creativity that makes them stand out from other brands- especially if there is going to be an event. If there is an event like a product launch, we apply our creativity in all aspects of the event, even the small details like invitation cards.
For example- An invitation we made for an event where winners were sent on atrip to Paris. 'A Flight Ticket'
- Also clients expect you always have fresh ideas every meeting you go to- they do not have to tell you their plan. You should suggest creative PR ways to set them apart from the rest- especially if specially events or festivities are approaching. As we have been doing currently at S&A- Chinese New Year and Valentine's day on the same day, now that a dilemma as to what approach to take-which is more suitable for which client.
VS
Valentine or Chinise New Year- Most, however did go for CNY. If this was a country that does not celebrate CNY, they would have chosen the V-day approach. This is were the decision lies on your target audience choice
- Think out of the box. When you suggest a strategy or tactic do not limiy your imaginations. For example, if it is a car company, your ideas should not be limited to the obvious like road, family, sexy girls or speed.
- And lastly she told me that you should not hold back on bringing out a suggestion just because you think it will be too costly for the client. You never know, they might like it and actually praise you for it because some clients are willing to spending, just as long as it is feasible.
I must say the last point really made me understand that I just have to suggest-if the client does not like it then we will move on to the next plan.
LESSON LEARNT: Do not hold back ideas.
4 comments:
Greetings Lena,
I believe that PR plans, generally speaking, are not costly, or they should not be at least. I am not talking about integrated campaigns of which we mix everything like advertising, marketing and PR together. Those definitely will cost a lot for the client. I am talking about PR per se, which is more about "long term maintenance of relationships aiming to provide both parties with *creative* solutions" (the one you mentioned).
I assume, what happens after planning, is not PR's job. We all know that PR can not do the tasks of professional multimedia designers. Neither can they easily achieve the expertise of a professional event manager. And that's the reason behind every unsuccessful media conference, behind a failed event or any other unsuccessful activity: there is a group of not very qualified people who see themselves capable of doing everything.
I believe creativity always comes with professionalism and professionalism comes from staying in one course.
Good luck.
Ali.
Hello
Commenting on creativity part in Public Relations; I would also like to say that creative input is inevitably required and yet there is a lack of real understanding of the mechanics of the processes involved. If innovation is to flourish in public relations, then creativity must be encouraged and nurtured because it is out of the process of creativity that innovation springs.
Let me add on to say;poet William Wordsworth captured the spirit of creativity being as an individual talent . Many of us can can relate to moments when an idea for a campaign sprang forward in our imagination. These ideas seemingly came from nowhere & appeared to be the product solely of our brain. The essence of this definition is seeing "creativity" as an innate individual talent.
So, I absolutely agree with your your commeny; think beyond and show tour talent at every capacity;I know for some people is a process but continue to think big and broaden your horizons.
Regards
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