As digital becomes standard practice, more and more PR professionals will become skilled at execution. Creativity, however, will remain an elusive, but essential differentiator. Because digital media enables direct access to consumers, the creativity our industry employs to engage them long term must be exceptional.
While advertising may come up with clever banner ads, and digital firms may devise cool ways of leveraging the latest platforms, only PR has the potential to deploy creativity in a way that activates influencers and cultivates relationships. Indeed, creativity attracts passionate people and it’s the passionate ones who can become brand evangelists.
So the big idea is alive and well. But the small idea is equally – if not more – important now. In the digital age, the best creative ideas are those that are also easy to execute and easy to course-correct as market feedback dictates. You need ideas that allow brands to be responsive and nimble. Those ideas – the ones designed not with delusions of grandeur but conceived with an elegant simplicity – are the ones that will work. Those are the ideas that will take on a life of their own.
Stephanie Marchesi, president, Cohn & Wolfe New York