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A PR apprentice’s line manager recently asked me to help the apprentice develop the skill of creativity. This task got me thinking. As public relations practitioners, we often take pride in our ‘creative approach’. What do we mean by this, and more importantly, how can we do this?

Creativity can be defined as using imagination or original ideas to create something, and it functions as a problem-solving tool to help PR professionals achieve their communication objectives. Creative approaches can transform ordinary campaigns into memorable, impactful stories that resonate with target audiences. However, I am sure we can all recall memorable campaigns, but can’t remember what product the stunt promoted! Those are campaigns designed to win awards, not improve sales for the client. The most effective creative PR serves specific communication goals rather than pursuing originality for its own sake. I like to talk about ‘appropriate creativity’. A humorous campaign for a brand may be seen as inappropriate for a public sector organisation. To me, appropriate creativity involves finding a broad, overarching concept that captures audience attention and uses original messages and content that is linked to the organisation’s purpose. The challenge, therefore, is how to do this creatively and strategically.

A bit of theory to help us. Two theories, in fact. First up is the Wallas Model. This four-stage framework helps us understand the creative process.

1. Preparation: Research the topic, audience, and media landscape thoroughly

2. Incubation: Allow ideas to develop subconsciously while stepping away from active problem-solving

3. Illumination: The “eureka moment” when creative insights emerge

4. Verification: Test and refine creative concepts before implementation.

And secondly, Amabile’s Process Model. Teresa Amabile offers a social psychology perspective particularly relevant to PR teams.

1. Task identification: Define the communication challenge

2. Preparation: Gather relevant information and resources

3. Response generation: Develop potential creative solutions

4. Response validation: Test ideas with stakeholders

5. Outcomes: Implement and measure results.

These models emphasise that creativity isn’t merely spontaneous inspiration but a structured process that PR practitioners can deliberately cultivate and manage.

But how do we develop creative insights and solutions? If you are working alone, a mind map is a good visual technique for generating words, ideas, or concepts linked to a central subject. I used mind maps for meeting note-taking (the days before AI!). The Five Whys is a great way to drill down into a concept or idea by constantly asking why? Well, five times, actually. For a team, my favourite technique, which I have used countless times, is to storyboard the challenge. Take a flip chart paper (remember those?) or whiteboard and divide it into six squares, like a children’s comic. In the first box, draw the present position. Yes, someone has to illustrate. In the sixth box, draw what needs to be achieved. Boxes two to five are drawings of the process that should be taken. Few people can draw well. That’s the point. It is then inclusive when everyone has to take a turn drawing, forcing the participants to think wider than when writing plans. Plus, it is fun. Believe me!

So we understand some tried and tested processes for developing creativity in PR. How can we use this in our work? Some thoughts.

Creativity is the third element of a successful media relations strategy, after researching the media landscape and building knowledge on the topic. This involves thinking beyond standard, template press releases to develop unique story angles full of human beings and seen as relevant to the ultimate audience. We need to balance creativity with clarity. While creative elements grab attention, the fundamental information must remain accessible and straightforward. Consider developing a straightforward, attention-grabbing headline, followed by body content that creatively tells your story while maintaining messaging clarity.

While email remains a preferred channel, creative approaches to internal communication can significantly boost engagement. Creativity should enhance rather than obscure clear messaging. The question isn’t whether to use creative tactics but how to apply them strategically to support organisational objectives. One of my apprentices had life-size cardboard cutouts of staff (one also had his Vespa scooter!) to get attention for the internal communication messaging and content she was producing about wisely taking loans. 

Social media almost cries out for creative approaches. However, we don’t want to be yesterday’s fish and chips (a contemporary reference to the Binley Mega Chippy that for a short time in 2022 was viral on TikTok). A creative digital approach should be powered by data-driven insight, laser-focused strategy, original creative thinking and first-rate execution. This integration of creativity with analytical insights is the cutting edge of contemporary PR practice.

As PR practitioners, we need to understand established creative models, apply creative approaches across communication channels, and balance originality with strategic objectives. Remember that creativity in PR isn’t about artistic expression—it’s about solving communication challenges in ways that capture attention and drive results.

[Image of paint brushes and a palette by Jennie Razumnaya on Unsplash]