I have been teaching about how to improve creative abilities and performance for over 25 years now. Yet, I am doing my best to alert people, make them aware that we need to be doing creativity differently, otherwise you could get left behind.
Creativity is a key driver for change, yet the nature of ‘doing creativity’ needs to change in order to be effective.
You need to recognise how growing complexity means traditional creative responses are increasingly inadequate to deliver ‘big multi-channel ideas’. You need strategic narratives.
Traditional PR skills in news storytelling and media relations, for example, are insufficient for outstanding results beyond 2016.
Failure to adapt could witness you being marginalised with less influence, budgets or status. However, help is at hand.
The key drivers for change are growing complexity coupled with greater convergence of communications, along with the need for greater emotional connections within communications.
Add to the mix the need to tell your story through images/moving images, plus the growth of content marketing, and recognition of public relations’ distinct skills in managing wider relationships and building social capital – all this adds up to massive, yet achievable, opportunities for creative communicators. Read more