17 June 2011

Creativity in PR and telling good stories

‘We need to think more creatively’ is one of those phrases that’s banded around a lot but when it comes to actually defining creativity it’s rare to reach a consensus.  For some it’s about the big, bold and brave new idea.  For others it’s an intelligent twist on something that already exists. 

Whatever your view, there’s little doubt we can all be a little more creative day-to-day.  That’s why in our recent company catch-up we discussed the idea that as PR people we’re ‘corporate story-tellers.’  A ‘corporate story teller’, we agreed, is someone that tells stories on behalf of the organisations they represent.  That story can be told verbally, on paper, via social media, or through engagement with the media – it doesn’t really matter.

Of course, you could say that anyone working in an organisation is a ‘corporate storyteller’ and to some extent that’s true.  But as we know, not everyone is good at telling stories.  In our session we discussed why that was and identified what we felt to be the most important elements of a good story: 

  • The hook – This is crucial – it’s the element that grabs the attention of the reader or listener and to be successful must capture their attention quickly. 
  • Characters – No good story is without interesting characters.  Good stories are peppered with varied, interesting and believable characters. 
  • Sub-plot – Few stories are simple affairs which is why a good sub-plot is also required.  This is the thread that links closely with the main story being told and helps sustain interest. 
  • Conflict – A story wouldn’t be a story without a bit of conflict. Conflict is the drama in a story – the bit that makes you question how the story will finish and what will happen next. 
  • ‘The end’ – Of course, all stories need an end but this doesn’t have be a happy ending or even tie up every loose end.  In many cases the more the story leaves the reader/listener wanting more the better.  Read the rest of this post
By n2n    
26 May 2011

How can we be strategically creative?

We hear a lot of people talk about creativity – “we need to be more creative”, “how do build creativity into our everyday approach”, “let’s think of a creative solution”. What is less frequently discussed is how creativity can deliver value to clients and their business.

The best ideas are often not the ones which are the most left-field, flamboyant or the outrageous. While ideas which are a bit quirky or different can hit the mark, the most important filter for ideas has to be whether it helps a client achieve their objectives.

Is the struggle with the awareness of a brand? In that case, a PR stunt or high profile event may well be the best approach.

Are you having difficultly gaining traction in strategic discussions? Perhaps a comprehensive thought leadership campaign is the right creative solution.

There is no clear benefit in creativity for creativity’s sake. You can spend money building a slide in your office, buying bean bags and painting rooms different colours, but what is the result of this activity? In the PR industry, it must be that we can generate ideas which help clients achieve outcomes.  Read the rest of this post

By n2n