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Understanding the Need for Creativity in Public Relations

Creativity has always lain at the heart of the public relations industry. In the dynamic landscape of public relations (PR), creativity has emerged as a critical element distinguishing impactful campaigns from the ordinary. Whether real-time engagement or building a cultural kinship with a brand, the industry has relied on wit and wordplay for decades to craft effective campaigns.

A creative approach to conveying a message is the most powerful tool in any company's arsenal. As someone who wrote the book on modern PR, Edward Bernays fully understood the power of creativity in changing minds and shaping hearts. His ability to think outside the box and employ innovative techniques had a seismic impact on society and culture for years.

Of the many ground-breaking campaigns he oversaw was the 'Torches of Freedom'.

Orchestrated in the 1920s, the campaign was conceptualized on behalf of the tobacco industry and attempted to convince women to smoke in public despite this being socially taboo at the time. By tapping into the beginnings of first-wave feminism, he successfully linked smoking with a desire for gender equality and emancipation in women's minds. Cigarette sales amongst women jumped from 5 percent in 1923 to 18 percent by 1935, which only continued to increase in the following decades.

The primary need for creativity arises from capturing and maintaining audience attention

amidst the noise and era of information overload. Hence, telling compelling stories that evoke emotions and capture the imagination becomes a powerful tool. Original ideas, perspectives, and approaches not only distinguish communicators as thought leaders but also elevate the overall impact of the message by presenting novel solutions and insights.

Brand identity is not merely about logos and slogans; it is about the emotional connection a

brand establishes with its audience. And creativity is central to this endeavour! Creative expressions such as visual storytelling, inventive design components, and non-traditional

marketing tactics aid in setting a brand apart from others. The emotional resonance builds

brand loyalty and encourages positive word-of-mouth, contributing to the brand's long-term


Whether a social issue, a global event, or a pop culture phenomenon, a communication expert has used tangible narratives to establish a genuine connection and authenticity. The viral nature of creative content in the digital age amplifies the reach and impact of PR efforts,

extending the campaign's influence far beyond traditional boundaries. Brands like Amul,

Vodafone, and Zomato, known for their iconic and witty topical communication, have

successfully utilized this creative wand to stay in tune with the nation's pulse and create a

strong brand identity.

One such example of a prolific PR campaign from recent years that created ripples was officially launched on 6th March 2014. 'Abki Baar, Modi Sarkar' - this was not only a campaign but a sentiment, a war cry. PM Modi, as a brand, was portrayed not as a 'national hero' but as a 'personal hero' for everyone. A powerful and positive narrative was created, which gave Indians the confidence that will usher in 'ache din' by bringing NAMO into power. With the upcoming 2024 Lok Sabha Elections, The Terminator always wins and ‘2024! I'll be back’ are already trending!

Abki baar Modi sarkar: whose line was it anyway?
Abki baar Modi sarkar: whose line was it anyway?

Image source:, read all about the article HERE.

Having said that, creativity is not merely a skill but a state of mind; it is an intricate and

deliberate process that unfolds in the minds of individuals. In addition, the ability to think

creatively allows brands to experiment, take calculated risks, and embrace change. This agility ensures that brands not only survive but thrive in dynamic markets. Other than being the driving force that propels brands forward through product innovation, interactive marketing campaigns, or pioneering communication strategies, creativity enables them to stay relevant and distinctive.

The PR landscape has evolved dramatically, propelled by technological advancements and

changes in consumer behaviour. Traditional methods of communication have given way to a

digital era where information is disseminated rapidly across various platforms. Creativity

catalyzes effective communication. It is not a luxury but a necessity in our field.

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