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Thank you for taking part in the 2021 Creativity in PR survey. We are very glad to field this survey again, for its seventh edition since 2012. The outbreak of Covid-19 has shaken the world to its core, leaving no business untouched, and impacting the PR industry in extraordinary ways. Now almost a year on, we wondered how is this affecting our collective creativity in the PR industry?
The PR profession is arguably as important as ever in helping governments, brands and individuals communicate, as we witness daily. So we have decided to focus this year's study on creativity in the age of Covid.
Please note that your survey responses are anonymous, unless you inform us otherwise. We believe that the development of creativity in the PR industry is worth charting, and the responses we have received during the nine years of this survey's existence would appear to bear this out. So we appreciate your candour and time.
A note on definitions: in previous years we've asked respondents to define creativity (possibly not our smartest idea) and we've been asked to define it ourselves. As Creativity In PR co-author & Now Go Create Founder Claire Bridges notes "creativity in any domain is a notoriously tricky thing to define," especially as there are hundreds of definitions out there.
Having researched and studied the subject for her MSc in Creativity and Innovation, Claire can point to some common themes. "When defining creativity in PR, what we’re really trying to establish is how new the ideas we generate and implement are, and the impact and value they add." Claire believes that creativity in PR is defined by:
- The ability to outthink the competition, rather than simply outspend them (earn it).
- The ‘newness’ of the idea - it may not be 'new to world' but it may be new in context.
- The emotion that the work stirs, particularly vs a purely rational argument.
- The influence and impact (recommendation, media coverage, fame) delivered by the work.
- The value of that influence and impact (profit, behaviour change, enhanced reputation).
It's not a simple task, but we hope that gives some clarity to our perspective. And now onto the survey...