If you asked 1,000 people which profession is more creative, advertising or PR, I suspect 997 would say advertising (figuring the outlier dynamic at .003 percent). After all, advertising delivers those 30-second TV commercials that tug at the heartstrings or prompt laughter. They sell beer by teasing out a classic story arc depicting a horse …more
After conducting our storytelling workshop over the years, a certain theme has emerged. By the close of the workshop, participants buy into the concepts. They then jump back into their jobs with renewed determination to communicate with conversational language and a show-don’t-tell attitude only to run into that visible force called stakeholder approval. We continually …more
The typical process for evaluating PR agencies puts a premium on creativity. In many cases, the “big idea” ends up tilting the decision toward the eventual winner. What constitutes a “big idea?” It meets one or more of the following criteria Deviates from the status quo Differentiates Aligns with brand-building effort Client hadn’t thought of …more
