The practice of public relations is part art, part science. Part creativity, part strategy. While strategy can be taught, creativity is more elusive – and these days in particularly short supply.
According to research, creativity among Americans has been in steady decline since the ‘90s. While there are several contributing factors to this ‘creativity crisis,’ experts believe a primary culprit is our immediate access to entertainment. Instead of taking time to sit and ideate and create, we pick up our phone, open our computer or turn on the TV. (Guilty as charged!)
The problem with declining creativity is it impacts not only our health and well-being, but also the economy. Why? Because leaders aren’t coming up with ideas and innovations our country relies on. And the practice of public relations is not immune.
Creativity In Practice
By definition, creativity involves using our imagination and original ideas to create something. There is an element of creativity in every part of public relations. Developing strategies that achieve meaningful outcomes, ideating campaigns that break through the clutter of information overload, sharing content that drives engagement, adapting to the media trend du jour and skillfully navigating complex issues and crises demands creativity. Now more than ever, the same-old, same-old isn’t going to cut it.
Exercising Your Creative Muscle
The thing is, creativity doesn’t just happen. Rather it’s a skill that must be nurtured.
Here are a few ways I like to exercise my creative muscle:
- Taking classes and workshops
- Touring art galleries and museums
- Attending the theater
- Exploring the outdoors
- Painting with my kids
- Listening to audiobooks and podcasts
- Writing in a journal
- Snapping photos
- Trying something new in the kitchen
- Digging in the garden
Creativity takes courage
Henri Matisse
In full disclosure: I am no Matisse. My grandma, Kirsten Grodahl, was a gifted oil painter, musician, writer and gardener. While she certainly influenced me, she did not pass along her skills. In fact, if I had a dollar for every time I bombed a creative endeavor, I would be a wealthy gal. Instead of being discouraged, I’ve learned to view each failure as a learning opportunity. As artist Henri Matisse said, “Creativity takes courage.” Let’s not let fear (or technology) hold us back from unlocking that creativity inside us.
Effective public relations practice depends on it.
Kimberly Albert is a passionate and experienced public relations consultant based in Alexandria, Minn. Her work on behalf of clients – ranging from Fortune 500 to small businesses – has won numerous awards, including a PRSA Silver Anvil of Excellence and SABRE Award by Holmes Report. Kimberly earned a master’s degree from the University of Minnesota Hubbard School of Journalism and Mass Communication, a bachelor’s degree from the 3M Center for Business Innovation at St. Catherine University and an Accreditation in Public Relations from the Public Relations Society of America.
