A PR consultant’s day is rarely entirely predictable. News developments and unexpected deadlines can change a carefully prepared schedule. That requires flexibility, but it is also part of what makes the work interesting.
Creativity matters too. PR increasingly overlaps with marketing, and attracting attention calls for more than repeating a familiar formula. Established tools can be effective, but a creative approach may give a campaign an important point of difference.
A product launch, for example, can sometimes benefit from an idea that goes beyond a standard press release. The aim is not to be different for its own sake, but to find a way of making the story more relevant and memorable.
Bring other perspectives into the process
“Be more creative” is easy advice to give. Turning it into a useful plan takes time. A strong idea rarely appears in five minutes, and involving other people can help you look at the challenge differently.
At Progress Communications, we make room for brainstorming with colleagues. Ideas can also emerge away from the office: during a walk, on a journey or in a conversation with friends.
Give those ideas time to develop. Leaving an ideas board in place allows the team to return to it and build on earlier thoughts. Looking back at that process can also reveal how the final concept took shape.
For practical guidance, read our five tips for a productive PR brainstorm.
Make the risks part of the discussion
Some constraints sit outside the agency’s control. Budget may limit an idea, or a client may be uncomfortable with an unfamiliar approach. A creative proposal can feel risky precisely because it is different.
Help the client make an informed decision. Identify the possible problems, explain how the team would manage them and prepare alternatives. A considered risk assessment gives the creative conversation a practical foundation.
The Microsoft Office 2016 for Mac campaign
When Microsoft asked us to develop an idea for the launch of Office 2016 for Mac, the plan combined established PR activity with a more playful intervention.
Alongside a demonstration press tour, we proposed an activity around the opening of Belgium’s first Apple Store. We mapped the risks for Microsoft and received approval to proceed. The team then prepared a detailed running order, a backup plan and clear arrangements with everyone involved.
At the store opening, we handed out toffee apples—pommes d’amour—with the message: “The new Office works sweet on your Apple.” The activity connected the product story with a moment that already interested visitors and the media.
The response from the public and press was positive. It generated articles in different publications and attracted attention on social media. For the client, it demonstrated the value of combining creativity with careful preparation.
Let the idea serve the story
The lesson was not to take risks indiscriminately. It was to consider a less obvious approach, assess it properly and support it with the planning needed to make it work.
As a technology PR agency, we help clients connect product messages with ideas that audiences can understand and enjoy. Explore our event services or contact us to discuss a launch.
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