When thinking has to be ‘inside the box’

When communications teams are challenged to deliver a creative solution, it’s often phrased this way, “Please think out-of-the-box.” Based on the assignment, out-of-the-box can take on slightly different meanings, but generally, the ask is for an idea that hasn’t been seen or done before in that space. Unconventional.  Maybe a little (or a lot) disruptive.

It is quite liberating to step out of the box and tap into your imagination to come up with something radically new. Picture the brain-storming session here: a witty facilitator, banter, lots of tactile toys on the table, a white board, different colored post-its, movement and games that get the creative juices flowing. Fun, right?

When working in a regulated industry like the financial sector, insurance, and healthcare, as I do, the creative sessions don’t look that different, but the lines of the “box’ are rock solid. In these industries, there are real –in no way arbitrary–rules and regulations. So, one might wonder if regulations are antimetrical to the creative process. Is it possible to deliver great creative thinking ‘inside the box?”

For me, the answer is a resounding yes, especially when focused on building reputation for brand, corporate and function, like R&D, for example. There are many successful communications ideas brought to life for companies in regulated spaces. This isn’t without challenge, however, and often requires a dedicated advocate inside a company to sell-in an idea or approach that hasn’t been done before.

The first step is thinking of one. Here are considerations for generating great ‘inside” the box ideas when working on reputation builds.

• First, know and then make peace with the rules and regulations. They’re not the enemy of creativity.
• Challenge assumptions. Consider all angles; try to see a reputation challenge with completely fresh eyes and keep the endgame simple: to engage with stakeholders  and enable them get to know your company better. Generally, there’s no need to impress Those with the strongest reputations explain—and then show—who they are, what they believe in, what they stand for and how they (aim to) contribute to and improve people’s lives, and the world. Differentiation can be found the more a company and leaders are willing to offer about themselves, their backstories, their passions. Virtually none of these reveals bump up against regulatory/legal guidelines.
• Find inspiration from examples outside the regulated industry you’re working in. I do this all the time; after all, typical healthcare stakeholders like doctors, scientists, pharmacists, patients, advocates, investors are people first. The elements, and activations, of a respected, trusted reputation need to resonate emotionally.
• Look beyond the obvious: Sometimes it’s enough to offer a twist on an established idea. But you never want to settle for just another iteration of a message for your company reputation that’s already out there or a tactical execution every other company in your space has already done simply because you know they are compliant. Look for the overlooked.

Then, once you land on your creative idea or approach, here are steps you can consider to bring it to life:

• Use facts, case studies, and information from the regulatory bodies themselves to support your good idea.
• Document the idea. Briefly articulate the strategy and demonstrate why it is compliant and will be effective.
• Seek early buy-in. Have your idea document reviewed by the relevant teams (e.g. Compliance, Legal, Regulatory) as early as possible. If they’re on board from the start, they know what to expect and can sometimes even get excited about the idea. When review teams are well-briefed, content reviews tend to go more quickly and smoothly.
• Gradual buy-in is often ok, too – I just experienced this with a super conservative, highly risk-averse client. As a result of perseverance and demonstrated engagement, the reviewers at this company now anticipate our content as partners. We’ve built their trust.

‘Inside the box’ thinking can be challenging, yes, but never see it as constraining. Instead, see the ‘box’ as a solid place to begin your ideation journey to build reputation, whether for brand, company or function, with a clear understanding of your objectives, stakeholders and how you can achieve an agreed definition of ‘success’ within it. Let your creativity flow from there. And then align wisely and early.

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

Sandra Stahl

Sandra Stahl is co-founder and managing director at jacobstahl, a Ruder Finn company.

Sandra Stahl has created and led communications solutions for many of the world’s leading pharma, biotech, diagnostic, device and consumer healthcare brands over a 30+ year career. Her skills as a strategist and developer of compelling narratives have enabled organizational-and market- readiness, powered investment, enhanced profiles, amplified landmark data, built reputations and influenced opinion. She is a recognized thought leader regularly published in industry, national and international media, and author of the award-winning book, The Art & Craft of PR (LID 2018). Additionally, Sandra is founding faculty in the PR track in the Branding + Integrated Communications master’s degree program at The City College of New York, now in its 10th year, has delivered lectures at university communications programs around the world including Columbia University in New York and Xavier Institute of Communications in Mumbai, India.