Is creativity required in communication and public relation strategies? Companies know very well.

When companies have to invest in advertising, they most often choose a consultancy with a recognized creative reputation. Actually, creativity has become the strongest advertising partner. But what happens to the creativity variable in the case of communication and public relations consulting?

In my over 20 years of experience, this reality is very different from one country to another. In fact, there is a very reduced the number of communication companies that have creative experts within their staff. This continues to be a highly surprising fact considering that over the past three decades, the number of companies using communication and public relations has multiplied by ten. This forces the companies to seek for new communication solutions if they if they wish to obtain the pre-established results.

Generally, companies choose a consultancy with a creative reputation that is highly recognized. Creativity has become the strongest advertising partner. But what happens in communication and public relation consulting?

Based on my over 20 years of experience, the need for creative communication strategies and public relations with institutions, companies, brands and leaders, the reality of the consultants and agencies is quite different in every country.

Communication and public relation companies with the creative component in their staff are very few, in Spain and in other countries. It’s a highly surprising fact considering that, in the past three decades, the number of companies using communication and public relations techniques has multiplied by ten and, more than ever, the need to identify solutions for new communication is essential if want to get the pre-established results.

In addition, as a Communications and Public Relations teacher at the Department of Communication Sciences at the Autonomous University of Barcelona for years that I have perceived the line that divides the students considered creative from those who believe they have not been selected by the magic wand of creativity.

In the second year of college those students who claim to be creative (20% on average) know very well their  desire to work in an advertising firm, in comparison to those who are not considered creative individuals. However, unlike the first, they prefer to work in communication consulting because they perceive that in these companies, creativity is not as essential.

Despite being uncertain, this story repeats itself every year and questions are increasing. For how can WE advise our clients on topics related to reputation, communications or public relations if our professionals are simply carrying on?; What if we just do the same as our competitors?; What if we are only able to “sell” contacts? Media and PR companies should definitely consider having their own creative reputation.