The PR industry is insecure about its own ability to be creative. A recent survey of PR people from across the world, revealed that 61 per cent believe that it's fair to criticise PR for lacking big ideas. The survey report, Creativity in PR, is co-authored by the Holmes Report and training specialist NowGoCreate.

It is depressing that PR industry is negative about its own originality, as last summer it received so much flack from outside after its disappointing performance at the Cannes Lions awards. However, as PRmoment’s publisher Ben Smith points out in his blog, good PR is not just about creativity, so to compare the creativity of PR to the creativity of creative agencies, is not necessarily relevant.

The PR industry has been criticised for lacking 'big ideas'. Do you agree?

Source: Creativity in PR survey

But there is no doubt creativity is an issue in PR, and the Creativity in PR report highlights this. Claire Bridges, founder of NowGoCreate, says: “The findings reveal a gap between the aspirations of an industry that clearly acknowledges creativity as a fundamental skill (95 per cent) and considers itself creative (89 per cent), and a lack of adoption of working practices to deliver it consistently.

“Asked to rate the importance of creativity to their day-to-day work out of ten, almost a third of respondents opted for full marks, and around two-thirds said eight or higher. However, almost half of all respondents replied that creativity is only involved in 50 per cent of their day-to-day work or less.”

PR is capable of coming up with brilliant ideas, as campaigns listed in the Good and Bad PR column each week prove. But there are many barriers to overcome before good PR ideas are realised. In the report, PROs list the main reasons for campaigns not being creative as lack of time; budget restraints; and staff being overworked. Discussing these pressures, Bridges says, “65 per cent of respondents say there isn't enough time for creativity with 37 per cent saying they're overworked.“

What stops you or your company from being creative?

Source: Creativity in PR survey

Bridges believes that PR working practices do not generally encourage creative endeavour: “Our report shows a huge contradiction and an inability to break out of a head-down, production-line mentality with businesses unwilling or unable to do what's needed to support creativity. Are there any other areas considered business critical where the outcomes are left to chance? 50 per cent of organisations have no clear creative objectives and three out of 10 have no process in place. Big ideas come from the sweet spot where bravery, time, imagination and talent meet. The industry needs to up the ante on working practices to consistently deliver."

Methodology
 

650 people from more than 35 countries across the world responded to the survey, from agency and in-house, and from a range of industries and sectors, covering consumer, corporate, healthcare, technology, digital and public affairs practices. They answered questions during the two months the study ran during the summer of 2012 focusing on attitudes towards creativity; tools and skills; opportunities and challenges; and suggestions and advice.

The study found no significant differences in the results geographically or between in-house or agencies, suggesting that the challenges in regard to creativity are shared globally and across disciplines.

For a free diagnostic questionnaire to assess your organisation’s creative capabilities, contact claire@nowgocreate.co.uk.