Role of Creativity in the Communications Landscape

The rapid digitalisation of media is revolutionising Communication businesses, be it Advertising or PR. New media is becoming vitally important to our work, and can no longer be just an add-on to Comms strategies. It can amplify our messaging in ways that were simply not possible before.

We saw the speed, impact and adaptability of new media put to powerful use during the pandemic. It saved lives, and in a time of unprecedented horror, made lives liveable through shared connection. We saw how social media platforms could be used strategically to not just share information, the way we did using traditional media, but also to encourage
participation, engagement, and dialogue.

In the post-Pandemic world, we can use these learnings to expand the reach of our campaigns by tailoring our messaging to diverse groups at different points of the digital divide.

Communication in the Evolving Digital Frontier

The rapid rise of digital media has fundamentally changed the way in which businesses communicate with their audiences.
This has given rise to challenges unique to our times.

With the proliferation of media channels and the rise of user-generated content, consumers are constantly bombarded with a barrage of messages. There’s a lot of information overload now. Designers and PR professionals must work to create compelling and engaging content that can cut through the noise and capture audience attention.

Attention spans are growing ever shorter, so Comms businesses are pushed to create concise, easily digestible content that is also visually appealing, while remaining cost-effective. And technology is constantly evolving, so PR and Design professionals need to be up-to-date with the latest tools and trends in order to stay competitive. We need to have the funds to invest in the latest tech and time to invest in learning and development to stay ahead of the curve.

With the increasing focus on ROI and the need to quantify the value of communications activities, we have to be able to measure the impact of our work. This requires a solid understanding of analytics and the ability to interpret data in order to make informed decisions about future communications strategies.

The Intersection of PR and Design

We are now living in a world where many old boundaries are blurring by the day. PR, branding, design, advertising, strategy, marketing and communication are now growing more intertwined.

Like a PR campaign begins with a detailed media relations plan, the design process also begins with a well-researched creative brief. This acts as the comms plan for a specific communication objective. At the heart of PR, is the need to create and share stories that enhance the reputation of an individual or entity. And we disseminate these messages through digital or traditional media, which in turn require at least the very basic skills necessary for writing, video/audio production, graphic design and layout. For the messaging to be effective, the delivery has to be spot-on as well, which is where Design comes in.

Good Design Can Supercharge Your ROI

Design is more than just an aesthetic veneer. Good design seeks to solve problems through empathy, insight and communication, a lot of which good PR aims to do as well. Strategic Design can do way more for your message than just make it look good. Especially so now, when we are hyper-connected, hyper-visual and hyper-digital.

Grit, and the Creative Journey

Creativity requires grit. We tend to associate creative output mostly with inspiration or innovation, but it also requires perseverance. Grit allows us to push through when faced with fear of failure, obstacles or when the initial excitement may have faded. By cultivating grit and maintaining a focus on their long-term goals, we can continue to produce innovative, impactful, and high-quality work.

It can be easy to get caught up, but to do good work, one has to honour the process as well as the product. Idea first, execution later. Actively listen, understand the ‘why’ and the ‘who’. Even if the messaging is ‘digital’ and new media, the execution still deserves a fully thought-through idea.

We face a lot of rejection, so it helps to remember you are not your work. Don’t fall too deeply in love with your idea, and don’t limit the exercise of your creativity to just your work.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Geo George
Geo is a Designer and Creative Advisor based in Dubai. Until recently, he headed design at Hermon, a packaging and branding business based in the UAE.

Geo has over 15 years of experience in the design landscape across India and UAE, with both agencies and independent design outfits. He has led creative teams at DDB, Ogilvy and TBWA, developing brands like The
Economic Times, Emirates Airlines, Bru, CEAT, Filmfare, Nivea, Standard Chartered Bank and Samsonite, among others.

With his unique background in advertising, design, and business strategy, he is now focussed on providing branding systems to entrepreneurs, helping them to confidently launch brands they can be proud of.

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