Creativity in PR

December 2012

Just how creative is the public relations industry? That was the question behind a new survey from the Holmes Report in collaboration with creativity consultants Now Go Create and sponsored by global public relations firm Ketchum. Involving 650 people representing in-house and agency positions from across 35 countries, the survey’s results reveal some fascinating ideas about creativity, tolls and skills, opportunities and challenges, as well as suggestions and advice. The report begins provocatively, by referencing the observation of the judges at this year’s Cannes Lions awards, who criticised the public relations profession’s ability to come up with big ideas. 61 per cent of the survey’s respondents argued that this was a fair observation: says the introduction, “of even more concern perhaps, a slightly higher proportion of in-house executives (66 per cent) accepted this premise.” The survey’s report is generously sprinkled with direct quotations from the respondents, who have thought-provoking takes on the (lack of) creativity in their profession. To sum up, more than half of all respondents describe the quality of creativity within the PR industry as ‘ordinary’ or worse. 40 per cent said it was ‘good’; just six percent labelled it ‘inspirational’. One in 10 described creativity as ‘unsatisfactory’, while six per cent said it was ‘poor’ or ‘non-existent’. In sharp contrast to this dour summary, however, is the fact that the vast majority of respondents see themselves as being creative, suggesting, as the report gingerly points out, “a disconnect between perception and reality.” 89 per cent described themselves as creative (below right), and 95 per cent, meanwhile said that creativity is a key skill for PR professionals, “a result that delivered similarly strong backing irrespective of region and practice area.” Taken from Creativity in PR: A Global Study

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