You know the feeling, prospective new client meeting and everyone suddenly turns to you for the answer to revitalise their creative slump. When you are faced with Cleaning there is a demand for creative pr to come into play.
In this situation you are meant to take the role of court jester and wow them with unimaginable creative solutions.
Shooting straight from the hip you throw a few good ideas in for good measure but you’re not giving them all your secrets, you’re holding back because how do you make a boring product or service into PR gold.
In our line of work we’re never forgiven for not being creative, it’s expected and no matter how run-of-the-mill the client proposition is, ultimately it is our job to use creativity to make it unique.
I remember attending a client meeting to discuss PR planning with a client who distributed a cleaning product. The meeting was in cold warehouse where 10 gallon drums of cleaning solution was piled high. Upon leaving, my colleague turned to me, let out a sigh and said: “So what’s so creative about cleaning?” – call for Creative PR at it’s best!
Well I guess nothing, but from a PR perspective – everything!
The problem wasn’t the product it was the perception that something so basic and everyday couldn’t be applied to the creative process.
So how do you make a cleaning product into PR gold with creativity? Easy!
Discuss the creative options with your team. Obviously it helps if everyone is open to discussion and free to let his or her thoughts roll. Open, and free conversation, with a good measure of humour always works. Don’t restrict it, and don’t try and manage it, so long as the aim is front of mind the ideas will form – don’t do this on your own, more heads are better than one, it’s more fun.
Don’t say no
How many people do you know that say: “Like it but it won’t work”? Some of the ideas could be off the wall, seemingly unrelated, but these are worth exploring. They can be adjusted to be relevant, and could develop into something more appropriate, either way being negative towards an idea has no place in creative PR. Embrace yes and make it work for you.
Creativity is within you
Inspiration doesn’t just come from nowhere. Go for a walk, sit in a café, engage in something different, talk to people. It’s amazing where you can find inspiration, it’s all around you, just open your eyes and ears, embrace an unrestricted thought process and just roll with it.
Take these tips on board and it won’t be long before your creativity flows.
What works for you – where do you get your best creative pr ideas from?