How PR pros can break out of a creative rut


The public relations workaday world can seem repetitive and monotonous, but great communicators find ways to reinvent themselves. Here are ideas for reinvigorating your career.

Many PR tasks are the same for each campaign we work on. There are certain deliverables or approaches we adopt again and again—and that can work just fine.

Yet, do PR pros run the risk of being on autopilot? Too many times, you preform as task a certain way because it’s always been done it that way.

It’s good to remember that different situations call for different solutions. So how can you train yourself to think outside the box?

1. Always think it through—even if you’ve done it 100 times.

Do you honestly always think through what you’re doing?

The brain has two modes of thinking, according to change leadership consultant Gustavo Razzetti.

“’System 1’ is an automatic, fast, and unconscious way of thinking—it’s our autopilot. This system is autonomous and efficient, though deceiving too. It’s more prone to bias and repetitive errors,” Razzetti says. “’System 2’ is slow, conscious, and effortful—it requires attention and energy. It’s more reliable and can filter the misjudgments of System 1.”

Because the brain is lazy, it naturally leans toward System 1. To break out of that mode, you have to train your minds to avoid going on autopilot.

“Every time you compose a press release or plan an event like a press conference, first decide what it is you want to accomplish,” says PR pro Dave Pidgeon. “Then take it a step further. Decide what it is you’re trying to persuade the audience to do. Avoid autopilot. Think it through.”

2. Ask for another opinion.

Do you always ask for someone else’s take on your plans? Or do you move forward without seeking input, perhaps fearing that this will further complicate your work?

If you don’t ask for input, you’re doomed to fall victim to the limits of your own ideas. Ask for your colleagues’ thoughts on what you’re proposing. This helps ensure you’re not missing anything.

3. Bounce ideas around.

Sometimes it can help to hold a quick brainstorming session to come up with new ideas.

You know you’ve written many press releases and perhaps followed the same “formula” to reach out to media and so on, but maybe there are other tactics you can try to get the word out. It’s possible your colleagues have tried something that worked for them. Perhaps it will work for you, too.

Maybe you want to try a new tactic but aren’t confident in putting it out there. If you can bounce the idea off someone, you can get a better feel for whether or not it might work. They can also help point out potential holes in your plans.

4. Look to others for inspiration.

Look around to see what other brands are doing to get their message out. If you don’t keep an eye on what the latest approaches are, you risk lacking creativity.

Take time to do research on what other companies are trying and see what kind of results they’re getting. Keep in mind, however, that what works for one organization might not work for all.

“Every best practice promises to be the best,” writes marketer, speaker and author Jay Acunzo in his @Medium piece. “But do we create our very best work? Not without adding the missing variables of our own unique context. Because in reality, that’s what a best practice is: a formula with some missing variables.”

Look at what others are doing, then add your unique spin on that practice.

So, the next time you’re presented with a project, step back to think what you might do to change things up. What might make more sense or achieve better results than what you’d usually do?

Take time to evaluate each client and situation and make your best recommendation based on the scenario.


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